Designers have the following objectives: to ensure that users are engaged, that the content is well presentable, the navigation is consistent, and the interface is simple and efficient. But no matter how flawless our design looks, it's very likely that users will eventually run into a broken link and 404 pages.

Maybe this isn't the end of the world and it's pretty trivial. But what if we can use this moment and give users a better experience or even engage them to take new actions?

404 (Page Not Found) error pages are often not appreciated or are overlooked by companies. We may think that, to begin with, these errors should not even occur. But you can make more money if you start treating those 404 pages as an opportunity to surprise and please your audience.

We hope this list inspires you to design beautiful 404 pages and gives you some ideas of what you can do to reinforce your brand when someone comes across the 404 wall.

Use illustrations

This 404 shows characters lost in the illustration. It works well because it's funny; and the consistent style and color palette make you feel like you're not lost.

Tell users where to go

Airbnb's 404 page communicates the error in a humorous way and gives the user useful links to other areas of the site, helping them find their way back.

Allow users to find where they want to go

MailChimp kept a 404 simple. It has a functionality similar to that of Airbnb, but in this case it offers a search and, thus, users can try to find what they were looking for again.

Keep the experience immersive

If someone gets lost on your extreme sports video streaming site, why not show them short clips that are also extreme?

Make fun of the situation

Creativity and humor often connect, so using a funny viral video is a perfect idea for a creative company.

And use a Call to Action

The example above worked very well and earned the company citations on several sites, generating a lot of traffic. Taking advantage of the hook, they have evolved into a style that takes the user to an action:”So instead of laughing at the kid... give us a call maybe?”

Make fun of yourself

Making fun of yourself is a great way to ensure that users feel good about having made their own mistakes. In addition, the way in which this example calls the user to volunteer gives a new purpose to the page.

Use momentum

This 404 uses a trending meme to communicate a message in a very creative way. It's a good example of using Momentum, which means that an idea draws a lot of attention at that specific moment. On the other hand, it may become obsolete after a short period and need to be updated (this meme, for example, may already be obsolete when you are reading this article).

Use pop culture

The use of iconic elements can appeal to a large group of people and make the experience fun.

Use variation

Having multiple options is a way to turn the experience into a game. The variable experiences can engage your users in the search for other hidden messages or Easter Eggs on the site.

You can still be creative even if the brand is too corporate for jokes. The audience may be too mature for illustrations or maybe the humor doesn't apply to the context, but that doesn't have to stop you from creating an interesting experience.

Turn errors into opportunities with your 404 Pages

It's never ideal for users to land on a 404 page, but it's bound to happen. So don't treat this as a loss. Every engagement you have with users is an opportunity to impress them, and 404 pages are no exception.

The examples above prove that 404 pages can become an opportunity to strengthen the impression your site leaves on users. Depending on the needs of your project, you can design 404s to express a brand's sense of humor, redirect users in a specific way, make a call to action, or even entertain them with surprise content.

With this article I invite you to reflect on other negative experiences, initially, that you can transform into opportunities to surprise your users.