Web design is one of the most potent tools for creating a strong brand. After all, 90 percent of the information we receive come from visual means. Just think about it, saying that something is 90 percent doesn’t seem nearly as impressive as if it would be if you displayed it on a pie chart. However, your ability to make information, animations, symbols and layout that are appealing greatly depends on your skill as a designer and your ability to track all the latest trends in the world of web design.
The latter can be particularly difficult because of the frequency and pace at which these trends change. That being said, here are five trends in web design that are huge in 2018, as well as several tips on how to use them to your own benefit.
1. Simple Animation
Motion captures attention, which is why so many online businesses used to work with video homepages. The greatest problem with this is the fact that video in high resolution prolongs loading time and, in this way, severely affects your bottom line. In turn, it’s much better to use simple 2D animation in order to keep your audience entertained.
In the past, in order to pull such a thing off, you would have to outsource to a professional web design company, however, nowadays all you really have to do is download a simple animation tool and make a short gif or animation. The most important piece of advice here is not to restrict yourself to that outdated belief that browsers are still working in 60fps but to aim for a significantly smoother picture. In this way, you can further improve overall user experience and increase the chance of immersion.
2. Polarizing Colors
Adventurous, bold and bright colors are bound to get noticed and even etched into one’s mind. In the past, this was not necessarily a positive thing, yet, now there’s been a shift in mindset. First of all, you need to debunk one of the greatest tricks in the history of design – you don’t have to be liked by everyone. In fact, it’s far better if 50 percent of people absolutely hate your design and 50 percent of people like it, than if almost everyone is indifferent towards it.
By using adventurous colors, you’re polarizing your audience, which, in turn, forces them to make up their minds. Keep in mind that even the businesses with the best online presence out there, seldom get a conversion rate higher than 10 percent, which is why your efforts to appeal to everyone were futile in the first place. You need to identify your target demographic and find a way to appeal to them. Everyone else is simply outside of your scope.
3. Focus on Typography
Everyone knows just how important non-verbal communication actually is, however, is there a way for one to integrate it into their design? Of course, there is. You see, the same word, phrase or a sentence can have a completely different tone when displayed in a different font or when a different typography model is used. Font size also makes a difference, especially when paired up with the effective use of whitespace (something that we’ll discuss later on).
Nevertheless, the choice of font in a certain content is a matter of linguistics and semantics, as much as it is a matter of design. For this reason, you need to make a data-driven decision. Unless you have tools and experts on your team that can help you do so, you might want to look for an advice from someone who’s more familiar with the marketing. By contacting experts in digital marketing from Sydney, you can perhaps get a valid advice on your future course of action.
4. Whitespace is More Important than Ever
Another thing that should constantly be on your mind is the fact that, while whitespace may not technically be an element of your design, visually, it’s one of its most pivotal parts. Think about it, whitespace helps you create a minimalist design by bringing out the significance of those few elements that you choose to include. This goes particularly well with the above-listed simple animation, seeing as how you can make your whitespace appear like the extension of the animation. Remember that whitespace doesn’t necessarily have to be white, which can help you confuse your audience in regards to where the animation actually starts.
Most importantly, whitespace is resource-saving, which means that the more you use it, the less overburdened your page becomes. In turn, you make it more responsive. Finally, the use of whitespace makes your website more mobile-friendly, seeing as how it makes the text easier to read, not to mention that scrolling on a smartphone becomes more seamless.
5. Visual Storytelling
Finally, in order to attract your audience, you need to help them organize a story in their mind, a story of how your future interaction works. With the use of animation, testimonials, user-generated content (UGC) and traditional storytelling techniques (problem, hero, tool, resolution), you can appeal to the emotional side of your audience.
The problem here lies in the fact that you have a limited time-span to tell this story before your audience loses its interest and goes elsewhere. With the use of image sequences, symbols and animation, you can get to do so, not only in a shorter time-span but also in a more dynamic way. This means that you stand a greater chance of engaging your audience on an emotional level and even helping them engage with your brand.
Lastly, the above-listed five are far from being all the innovation that is currently taking place in the world of web design. Micro-interactions, 3D button effects and grid layouts are just some of the honorable mentions that failed to find a spot on this list. The reason why we prioritized in the way we did is that, let’s be honest, the greatest majority of the internet already uses some of the above-listed trends, at least in some form. That being said, these five are something you should definitely keep in mind.
Aside from primary area of interest and expertise in e-marketing with Green Web Marketing, Ian could be tagged also as a passionate sports fan, nature, and photography enthusiast, always trying to keep up to date with tech innovations and development.