Not every new web design trend will fit in with your marketing strategy. Smart marketers will consider the consequences of each decision and determine whether it's worth the risk.
Below are some of the biggest trends in regard to web design. We'll try to help you determine whether they're right for your business or not.
Which Website Design Trends Are Right for Your Brand?
Interactive content is engaging, shareable, and informative. Businesses are using it to keep users on their site and get important messages across.
This Forbes article predicts other companies to follow suit. It mentions how polls, quizzes, and games improve the user experience:
"2018 will be the year of interactivity. Consumers crave a more personalised and entertaining experience when it comes to how they connect with brands, and content such as polls, quizzes, and games can deliver exactly this experience."
Interactive content is appropriate for just about any organisation. The nature of the interactivity, however, will vary from industry-to-industry. You'll have to consider your demographics before you create a quiz for prospective customers.
Asymmetric design gained momentum as a trend in 2017. It creates a unique user experience and challenges users to navigate the site.
This style might be good for startups and innovative companies. It's probably not appropriate for businesses selling life insurance.
Brutalism is another edgy web design trend. According to this article from The Next Web, it's an open rebellion against the consensus web design standards:
"The carefree ruggedness of Brutalism can be seen as a rebellion against the clean, organised, and light designs that we see most frequently today. It's "brutal" in that it feels raw and unpolished, often breaking pretty much every rule of web design and user experience along the way."
A design like this feels fresh and daring. With it, a business signals that its goal is to challenge the industry standards. It's definitely not appropriate for the average university or governmental organisation.
Furthermore, even if it seems chaotic, brutalist design is hard to get right. You'll need a professional to manipulate your site elements in a way that's uneven, but still makes sense.
Whether your business should go mobile-first with its site design or not depends on its demographics. If your average customer is below the age of 30, however, then you should consider prioritizing mobile. This just means that you design your site with smartphones and tablets in mind. It should still work on desktops and laptops.
Even if your target audience is Baby Boomers, your site should be mobile-friendly at the very least. That means it functions on phones without usability errors and passes Google's test.
This is the bare minimum. Whether you should aim higher or not depends on your demographics.
Video marketing is exploding, but that doesn't mean every business should fill its website with videos. According to this Entrepreneur article, they might distract users from your site navigation and thus, undermine your lead generation efforts:
"Video, however, remains a bit of a controversial web design element to some UX professionals. Especially in ecommerce, it can be seen as a distraction, lumped in the same category as auto carousels."
In other cases, however, video might be just what you need to get a user's attention. Instead of writing a wall of text on your homepage, consider adding a short video to establish your brand's personality and inform users of the most important information.
People of all ages like video, so this decision won't come down to demographics. Instead, you'll have to think about how your user experience will change if you add a video. Depending on your site layout, it might engage, distract, or confuse users.
Web design trends aren't inherently good or bad. The question is whether they match your brand, marketing goals, and target audience. To talk more about web design, or anything else, contact us today.
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