While in the early years of websites, digital experiences and design weren’t on the forefront of an innovator’s go-to-market strategy, a recent study in 2017 showed that 75% of web users will judge credibility based on web design. Today, design and the digital experience are just as important to the user as the technology itself.
In this list of trends for 2019, aesthetics and technology come together like never before, giving your audience confidence that you are relevant, fresh and able to meet their needs.
Mobile-first web design is fundamentally changing the way websites are designed. The standard used to be that a site would be designed for desktop, and mobile design would follow. Mobile-first design does just the opposite; it starts with designing the site for the mobile user before creating a version that will also work for a desktop user.
The result is something that will enhance the user’s experience with the website on the device that they will most likely be using. In 2015, mobile searches overtook desktop searches, making mobile search the highest search form worldwide. As a result, Google has changed which sites they index first by prioritizing mobile sites over sites that aren’t mobile friendly.
A hamburger menu looks like three lines stacked on top of each other to resemble a hamburger and is commonly used in mobile design. Taking this icon to the desktop is a perfect example of mobile-first thinking.
A common challenge in responsive web design is paring down a logo to still be fully visible without taking up so much real estate on the screen that it affects the message. As a result, we’re beginning to see responsive logos.
Using a simplified version of your logo in a responsive nature, like an icon, can immediately free up much needed space, especially on mobile devices. And with augmented reality (AR) apps on the rise, logos that fail to become responsive will only look even more intrusive to users.
While flat design has been a preferred web design trend over dimensional colors for the last couple of years, vivid gradients are making a big comeback. Color has traditionally been the easiest way to create an eye-catching design. However, the contrast of light to dark and use of complementary colors to create contrast has shifted to subtle contrast and the use of natural gradients between two colors to provide an easier view and help move users’ eyes along the page. With enhanced screen resolution displays, bright colors are starting to get the proper respect they deserve.
A duotone is a halftone image using two colors bringing out middle tones and highlights, such as black plus blue, or black plus brown. It’s typically muted and subtle. But what happens what when you make a duotone from a yellow and magenta or purple and chartreuse?
Duotones today are bright and bold colors. Designers use duotones to make an average city scape not so average. Duotones mixed with gradients are big, loud and full of color, making images and messaging look even more intriguing.
Big, Bold Typography
Typography is a powerful visual tool to convey your message. With today’s device resolutions sharper and easier to read, we are seeing an increase in large fonts. Typography cutouts use a block of color over a moving image that appears through the letters. Thanks to Google Web Fonts and Adobe’s Typekit, serif fonts have clawed their way back to the forefront as elegant and sophisticated headlines. Large letters with contrasting sans serif and serif headings can create dynamic parallels to improve user experience and keep visitors on your website.
Between the bright colors, bold gradients and big typography, this year is gearing up to be one of the most fun and exciting years in the world of web design. Is your firm ready to keep up with the trends and push the limits?
By Jeff Roberts, Partner and Creative Director, Moiré Marketing Partners