Financial Times 404 Page

Most 404 pages are boring. But the Financial Times turned theirs into a mini economics lesson filled with wit and personality. Instead of a sad “page not found” message, visitors get a list of tongue-in-cheek economic explanations for the missing page.

Why This 404 Page Works

• It turns frustration (a broken link) into delight.
• Every line reinforces FT’s brand: smart, witty, economic-minded.
• It keeps users engaged longer, lowering bounce rates.
• It’s shareable—people actually talk about this 404 page.

Real-World Examples

• Mailchimp uses quirky illustrations and jokes on their 404.
• Slack drops funny quotes when something goes wrong.
• Lego shows a broken minifigure—playful and on brand.
• Duolingo uses cute characters apologizing in multiple languages.

Great brands find ways to make even errors part of their marketing.