12 huge web design trends for 2018 | waytowebs

What were the main trends in web design in 2017 and what will be the big trends in 2018? At the end of last year, we asked leading designers and studio managers to share their perspectives, perspectives and predictions.

As well as when we introduced you to 10 major trends in graphic design for 2018, there is no question of following the creative flock: it is about taking stock of the current situation of the sector. So, whether you follow these trends or not, it's useful to know what they are

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1. Web animation

"Animation can greatly contribute to the understanding of ideas and interfaces," said interactive designer Chris Gannon. "In a world where everyone is in a hurry and time is short, animation can convey complex ideas in a short time, while engaging and informing."

Bruno La Versa, Senior Digital Designer at Lightful, agrees. "Storytelling and personality are areas where news and old brands are working to grab the attention of users, and entertainment is starting to play a bigger role in this regard," he said. "The animations have shown and will continue to show the strength of the brand in our digital world, giving the brand a strong personality, making it less static and more dynamic," La Versa said.

So, what are we going to see more specifically in the animation in 2018? Animated logos are an obvious trend that gives a company a great opportunity to improve its brand. However, doing things right is a major responsibility. "It's a visual representation of society in a small space and if it's a good logo, it has a lot of meaning," says Gannon.

We are also witnessing the return of GIF - in part because basic animated GIFs can be read by almost anything. "It seems like the world is ready (and indeed it's claiming) an animation of everything, whether comic curls of cats falling from tables or adding a touch of fun to the logo in your electronic signature, "said Lee Fasciani, founder Territory Projects.

2. More adventurous colours

"Over the past year, we've seen an increase in the use of bright colors on digital platforms," said James Bearne, Creative Director of Kagool. A good example is the new DesignStudio brand scheme for the 2016/2017 Premier League season.

"A confident departure from the previous identity, the eye-catching visual process did not stop at the website or its application, it was a hit on the field with billboards, social media and more. "

3. Inventive typography 

In the battle of the eyes, typography is a powerful weapon and its use on the Web has expanded this year, says Kelly Morr, Senior Director of Content Strategy at 99designs. "Typography is powerful and the bigger it is, the better. Thus, even though neo-grotesque sans serif styles such as Helvetica remain in fashion, designers are diversifying and turning to the wide variety of available fonts. "

She predicts that 2018 will see the return of serifs on the screen, as well as an increasing number of sites combining serif fonts and sans serif fonts (perfectly executed on GE) to create a dynamic user experience.

4. Data storytelling

"2017 has been a great year for design," says Craig Taylor, Senior Manager, Data Visualization Design at Ito World. "We have witnessed a boom in animated visualizations and an increased appetite for data representation in a 3D perspective. But what good are these data, beautiful or not, if they are not digestible and finally usable? "

Enter what Taylor calls the news storyteller. "There is now a huge focus on effective storytelling through design, conveying often complex information in the simplest and most engaging way possible to a diverse audience," he says. "Designers are coming off the beaten track with new, bespoke creations - the muted pallets of old abandoned models in favor of vibrant color transitions, combined with a minimalist yet bold typography." So what does 2018 reserve for information design? "Greater accessibility to new technologies will undoubtedly increase the number of designers using animation as a means of storytelling," says Taylor.

5. Standardization between design tools

In 2017, it seems that no day has passed without a new application, a new tool or a new feature, such as InVision, Adobe XD, Figma, Axure, Marvel, Vectr and others. And that includes Sketch, whose update of the open file format, Sketch 43, has really changed the game. (You can learn more about this in this guide.)

"Let's just say that if you're still using Photoshop for UI design, you'll probably have to look around," says Bruno La Versa. "2017 was the year of new design tools: Figma, Webflow, InVision Studio, to name a few. The explosion of design tools highlights the fact that design is becoming an essential part of how businesses operate. "

6. Flat Design 2.0

The flat design does not die, but in 2018, it will certainly learn to adapt to remain relevant, says Morr. "This new design, called flat 2.0 or semi-flat, is based on the addition of nuance and depth to its former ascetic identity. How does he do that? By indulging in some design taboos: shades and shadows. But do not worry, it's only in moderation. "

Dropbox's new brand at the end of 2017 is a testament to the continued popularity of flat design

Dropbox's new brand at the end of 2017 is a testament to the continued popularity of flat design

Since 2007, the gradients have resulted in images of Powerpoint corporate presentations, Web headers, and dated logos. "But in 2018, they are back, even if they have evolved," continues Morr. "Gradients now switch to vibrant colors, updated color palettes, and smoother, more subtle transitions."

The flat design has had an impact on brands such as Instagram, Stripe and Apple's iOS icons, and has also played a leading role in the high-level restructuring of companies like Dropbox and Mastercard.

"Thanks to advances in the functionality of the web browser, we are also witnessing a rebirth of shadows, like shadows, shadows have been set aside for minimalism and 2D design, more with updated shadows. , softened and stylized in their work. "

A gradient of turquoise to yellow on a background of home page

Flat design gives way to semi-flat design, aka Flat 2.0

She offers the Scale website as an example. "The interface has a strictly minimal layout, but has soft, oversaturated gradients and makes extensive use of shadow-based micro-interactions," she says. "Not only are many clickable buttons accented by long shadows, but shadows also emphasize media and break the page. Depth helps determine visual hierarchy and can direct users to input fields and call to action on screen. "

The flat design was a radical break with the skeuomorphism and hyperreality of the 2000s, but the pendulum has rocked too much? "In 2018, we will continue to a best-of-two-worlds situation," believes Morr, "in which an intelligent reintroduction of shadows and gradients can add both functionality and beauty."

7. playful illustration

A home page presents an illustration of a woman working on a laptop outside

In a network of enameled sites, the illustration helps a brand to stand out

We saw a lot more illustrations on websites in 2017, and that's not a coincidence. "Brands want to stand out and illustrations are a great way to bring personality to a website," says Morr.

"They engage visually without hindering functionality and simplicity; The illustrations come in infinite shapes, sizes and styles and are a dynamic element to watch for in 2018 and beyond. We learn not to neglect the playful side in the name of a simple user experience. "

However, this trend is not just about being fancy. "Illustrations can be an extremely practical way of presenting or explaining information. No one wants a boring website and the custom designs are a human touch that can give life to otherwise dry content.

"The market is saturated and competitive, and web design has to balance personality with functionality, and illustrations are the perfect way to show who you are, just look at funemployed.life."

8. The evolution of AI

Artificial intelligence is no longer a science fiction subject. Artificial intelligence has already made its way into consumer web design, thanks to technologies such as chatbots. Indeed, according to eBay product designer Elaine Lee, you may already be using AI in your daily work without even knowing it.

As she explains in this post, what is called "Narrow Artificial Intelligence" (ANI) is already on the job with voice assistants such as Google Home and Apple's Siri. It also uses recommendation technologies for users such as Amazon, Spotify and Netflix, as well as smart home appliances, stand-alone cars and chatbots.

A conversation on the TrainBot chatbot on an iPhone

As chatbots become more and more sophisticated, "narrow artificial intelligence" is shifting to "artificial general intelligence"

"While people are more and more used to interacting

9. Asymmetrical layout

The responsive design movement of 2010 revolutionized web design and allowed designers to create sites that seamlessly fit different devices. "This year, we have seen an increase in the number of designs that have rebelled against the constraints of responsive design, for the sake of" creativity, "said Bearne.

Spotify launched this trend in 2015 and its popularity has been growing since

Spotify launched this trend in 2015 and its popularity has been growing since

"You could almost hear the comments from customers saying," Can he be less beefy, "the designers reacted. Thanks to new technologies, in 2017, the traditional rules of web design were broken.

But Bearne suggests that the trend is approached with caution. "The designs that pushed the limits in terms of asymmetry were really put forward in 2015," he notes. "That year, Spotify used an asymmetrical design to deliver its" Year in Music ". She felt good in this situation and added to the creativity and boldness of the brand. Unfortunately, its most basic form began to become a normal approach and made its way onto more websites, and not necessarily for the better.

"What was highlighted in 2017 is a desire for constant differentiation and breaking the rules. Good designers accept the rules; they love them, they work with them. But they also find ways to push them and create new ways of presenting content. I hope that will continue in 2018. "

10. Getting the best of the mobile

The year 2017 was a pivotal year for the mobile Web, its use eventually exceeding that of navigation on desktops. And that means web designers will focus more than ever on the mobile audience next year and beyond.

"As 2018 approaches, I think innovations will make full use of the mobile features we've never seen on desktops," says Morr. "In 2018, designers will continue to develop clever ways to organize information in an intelligent and intuitive way, allowing users to experience more sophisticated experiences, with a focus on micro-interactions and icon gestures. buttons.

"In simple terms, intuitively navigable sites are better at converting, G-Star has put that into practice very well."

An e-commerce site on a mobile phone

The mobile will become more important for web designers than in 2018

Lopez offers a concrete example of how mobile-first is not only an airy principle, but also something that needs to be integrated into the main design process. As we mentioned earlier, animations are now more and more present in web design - "but sometimes it's too much. You may do too much and rely on the movement to define an experience.

"Designers need to consider how mega-animations and transitions will translate into browsers and devices like mobile, where there are no flyby states and where content needs to adapt to reduced size of the screen. "

Check out these 10 tips for better mobile UX design to learn more.

11. Kinetic emails

"It's at least the year, in the UK, where people ended up just making their e-mails mobile and started looking at what was going to follow," says Rob Pellow, head of digital design at Adestra.

"In fact, even if some brands come to ask us how to make their campaigns and mobile models reactive, they almost all ask the question:" What else can we do? "

An interactive email from Adidas

Kinetic emails improve the way brands like Adidas communicate with their customers.

This is the first year, he says, that Adestra has seen regular use of "kinetic" emails: using CSS3 and HTML to create interactivity within an email. This trend stems from the fact that users are so comfortable with the user interface language of mobile apps and websites that they are happy to see it elsewhere, including by email.

"With these new opportunities, the first steps to treat a single email campaign as a journey in itself have come; B & Q offered us another awesome carousel that worked in more email clients than ever before. Litmus allowed us to use a shopping cart process in his email at the top and Rebel (formerly Rebelmail) is now selling the

12. e-commerce boom

Black Friday. Cyber Monday. And then? This is the trend that will only grow over the next year, as more and more customers explore the possibilities offered by a strong e-commerce platform.

Christopher Dowson, owner of Dowson Design Co, explains, "We are consumers by nature, we still need more stuff ... and the internet is full of stuff, sites like Deliveroo and Just Eat do not have any restaurants, but can bring almost any food Amazon does not own a store, but we can almost deliver everything the next day, we are just beginning to see the possibilities of e-commerce and are now moving away from the traditional business model of the web storefront. "

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