In web design, originality does indeed go a long way. However, much experimentation and originality works because it is supported by long-standing conventions that users have grown accustomed to. For instance, on many pages the sign-out or profile icon is in the upper right-hand corner. By keeping this in mind, pages that use this convention make their layout intuitive to users who are accustomed to this location and as a result using the site is very easy, even for first-timers. Designing with conventions does not have to be limiting - choices for individual site elements may not conform to the current conventions and are better served using their own rules. In the long run, conventions have helped build a consistent language for the web so that users can use almost any site reasonably well.