Error 404

The most crucial thing is to hold the attention of the user and preventing the user from leaving the site. Nothing is perfect, it has room to improve always, and how we take this opportunity to alleviate the situation is an art. Yes, I am talking about the Error 404 page. It is so much frustrating when we land up on this page may the reason be anything from a redesigned website, dead link, or incorrect URL. But we should make sure that the user is not leaving the site and hence expression comes into the picture. And with brand guidelines, if we inculcate playfulness into this then it could make error into successful retention.