New year is here and once again we come at this interesting question – what will be the shape or trend in website design & development for this year.
We gathered few articles together and also based on our observation of where the industry is heading, there are at least 7 things that surely to become more prevalent in 2018.
01. Web Animation
Animation will surely brings more life to the website and we will be able to communicate better to the audience as animation involves multi-sensory experience.
“Animations have been huge this year; they’ve really been taken to the next level,” says Mireia Lopez, creative director at digital creative agency DARE.
And as a part of this trend, we’re seeing the return of the animated GIF. “It seems the world is ready (and indeed is crying out for) animation of everything, whether it be comedy loops of cats falling off tables or adding a sense of fun to the logo in your email signature,” says Lee Fasciani, founder and director of Territory Projects.
02. More Adventurous Color
Color is the soul of every design. This year we will explore more interesting colour scheme to use in our projects to make it more fresh, creative and BOLD! Some thoughts from renowned design agency:
“Over the past year we’ve seen an increase in the use of bold colours being used across digital platforms,” notes James Bearne, creative director of Kagool. One great example is that of DesignStudio‘s new branding scheme for The Premier League’s 2016/2017 season.
“A confident departure from the previous identity, the striking visual treatment didn’t stop at the website or its app; it came roaring onto the pitches with billboards, social media and more.”
And this won’t slow down in 2018, Bearne predicts. “With new tools like Khroma helping us to find more interesting ways of using colour, it seems likely we’ll see more designers exploring how colour can be used to deliver exceptional experiences.”
“What will be interesting to see is how colour can be used alongside customisation and personalisation to create truly unique experiences for consumers that tick several boxes at once.”
03. Inventive Typography
In the battle for eyeballs, typography is a powerful weapon, and its use on the web has broadened out this year, says Kelly Moor, senior manager of content strategy at 99designs.
“Typography is powerful and the bigger the better. So while neo-grotesque sans-serif styles like Helvetica remain in vogue, designers are branching out, turning to the huge variety of typefaces available.”
She predicts that 2018 will see the return of serifs to the screen. “We’ll also see more and more sites using contrasting serif and sans-serif fonts to create dynamic parallels in the name of UX, take for example GE’s gorgeous web design.”
The fact that device resolutions are getting sharper, amping up the legibility factor, is also opening the door for a rise in custom fonts. “Designers are opting for typography with tons of personality not only for emphasis, but also for aesthetic effect. All of this, plus the drama afforded by oversized typefaces, goes to show that 2018 will not all be about subtlety, and we can expect to see bold trends continue to develop.”
Another type-related trend identified by Gee Guntrip, studio manager at Hyped Marketing, is that of typography cutouts. “The technique uses a block of colour over a still or moving image that appears through clear lettering,” she says. Choosing the right typeface and limiting the number of letters is paramount to making this work.
04. Data Storytelling
2017 has been a great year for design. We’ve witnessed a boom in animated visualisation and an increased appetite for data representation from a 3D perspective. But what use is this data, beautiful or otherwise, if it’s not digestible and ultimately usable?”
Some experts call it Information storyteller. There is now a huge emphasis on effective storytelling through design, conveying often complex information as simply and as engagingly as possible to a variety of audiences. Designers are thinking outside the box with new, bespoke creations – the muted palettes of old ditched in favour of vibrant colour transitions paired with minimalist yet bold typography.
So what does 2018 hold for information design? Greater accessibility to new technology will undoubtedly see an increase in the number of designers using animation as a means of storytelling.
05. Flat design 2.0
Flat design isn’t dying, but in 2018 it’s certainly having to learn to adapt to stay relevant. This new, so-called Flat 2.0 or semi-flat design, relies on adding nuance and depth to its prior ascetic identity. How is it doing that? By indulging in a few design taboos: gradients and shadows. But don’t worry, it’s only in moderation.
Since 2007, gradients have conjured images of corporate Powerpoint presentations, 00s era web headers, and dated logo designs but in 2018 they’re coming back. Gradients are now rocking vibrant, updated colours palettes and softer, subtler transitions. They’re making a splash on brands like Instagram, Stripe, and even Apple’s iOS icons.
We’re also seeing a revival of shadows. Like gradients, shadows were shelved in favor of minimalism and 2D design. Realism and skeuomorphism are still out, but in 2018 designers will be experimenting more and more with updated, softened, and stylised shadows in their work.
Flat design was a radical departure from the skeuomorphism and hyperreality of the 00s, but has the pendulum swung too far?
In 2018, we’ll continue towards a best-of-both-worlds situation in which clever reintroduction of shadows and gradients can add both functionality and beauty.
06. Playful Illustration
We’ve been seeing a lot more illustration on websites in 2017, and that’s no coincidence. “Brands want to stand out and illustrations are a fabulous way to inject personality into a website.
They are visually engaging without getting in the way of functionality and simplicity; illustrations come in infinite shapes, sizes, styles, and are a dynamic element to look out for in 2018 and beyond. We’re learning not to neglect playfulness in the name of a straightforward user experience.
Illustrations can be extremely practical ways of presenting or explaining information. Nobody wants a boring website, and custom drawings are a human touch that can breathe life into otherwise dry content.
The marketplace is saturated and competitive, and web design needs to strike a balance between personality and functionality; illustrations are the perfect way to showcase who you are, just look at funemployed.life.
07. Making The Most of Mobile
2017 was a landmark year for the mobile web, as its usage finally overtook that of desktop browsing. And that means web designers will be more focused than ever on the mobile audience next year and beyond.
As we move into 2018, expect innovations to fully utilise mobile functionality we’ve never seen on the desktop. 2018 will continue to see designers develop clever ways to organise information beautifully and intuitively, leading to more sophisticated user experiences, with focuses on micro-interactions and gestures over icons and buttons.
Therefore, intuitively navigable sites convert better; G-Star has put this into practice extremely well.
Mobile-first is not just an airy principle but something that needs to be baked into the core design process. As we mentioned earlier, animations are now more and more present in web design – but sometimes, it’s too much. There’s a danger of overdoing it and relying on motion to define an experience.
Designers need to consider how mega animations and transitions are going to translate into browsers and devices like mobile, where there’s no hover states and content needs to adapt to reduced screen sizes.
In conclusion, web designers need to constantly evolve and on-trend to take advantage of the technological improvement in the area of devices and the rise of AI and VR. Its an exciting and rewarding industry to be in and its not fading because of WIX and other DIY tools.