Web Design Trends for 2018

 In Web Design

Web Design Trends for 2018

What were the biggest web design trends of 2018? Web Design Trends for 2018 As last year drew to a close, we analysed and share their views, perspectives and predictions of the web design trends for 2018.

  • Web animation
  • More adventurous colours
  • Inventive typography
  • Data storytelling
  • Standardisation between design tools
  • Flat design 2.0
  • Playful illustration
  • The evolution of AI
  • Asymmetric layouts
  • Making the most of mobile
  • Kinetic emails
  • Ecommerce boom

Web animation

Animation can play a huge part in making ideas and interfaces easier to understand “In a world where everyone is in a hurry and time is short, animation can convey complex ideas in a short amount of time whilst at the same time engaging and informing.”

Adventurous colours

Use of bold colours being used across digital platforms . “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.”

Inventive typography

“Typography is a powerful weapon”, 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.

Data storytelling

“2017 has been a great year for design”, “We’ve witnessed a boom in animated visualisations 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?”

Enter what Taylor calls the 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,” he explains. “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,” believes Taylor.

Standardisation between design tools

It seems to me that standardised interfaces are regarded as a good thing in interface design, since it allows users to reuse their knowledge in different interfaces. This seems very true in desktop applications. I appreciate for instance knowing that the about/help menu might be on the right in the menu bar.

if you’re still using Photoshop for UI design, you probably need to take a look around you,”

Flat design 2.0

Flat design has taken the design world by storm in the few years it’s been around, but no design movement ever stays 100% pure to its roots and ideals. That’s exactly what’s happening with flat design: It’s gradually seen subtle-though-meaningful changes to its original iteration.

Playful illustration

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.

Evolution of AI

Artificial intelligence is no longer a matter for sci-fi. AI has already worked its way into mainstream web design, through technologies like conversational interfaces (chatbots). Indeed, according to eBay product designer Elaine Lee, you may already be using AI in your day-to-day work without even knowing it.

“As a medium, design will adapt to this in a number of ways,” he predicts. “In some cases it will aim to demonstrate artificial intelligence, and sometimes design will work to make AI seem natural and invisible. I think we will see a large amount of design that will seek to demonstrate greater intelligence when, in actual fact, no true AI is being used. This will often be achieved by making better use of context in digital journeys.”

Asymmetric layouts

The responsive design movement of the 2010s has revolutionised web design and enabled designers to build sites that adapt seamlessly to different devices. “This year, we’ve seen an increase in designs that rebelled against the constraints of responsive design with an attempt to be more ‘creative’.

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, I expect innovations to fully utilise mobile functionality we’ve never seen on the desktop,” “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.”

Kinetic emails

It’s been 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 UI language of mobile apps and websites, they’re happy to see it in other places, including email.

“With these new opportunities have come the first steps towards treating a single email campaign as a journey in itself; B&Q treated us to another impressive carousel that worked in more email clients than ever before, Litmus gave us the ability to have a basket process in its summit email and Rebel (formerly Rebelmail) is now selling the ability to complete the whole checkout process within the email – the only web page you see is a confirmation page at the end.

Ecommerce boom

It’s the trend that’s only going to get bigger and bigger next year as more and more clients explore the possibilities that a strong ecommerce platform offers.

The terms ‘e-commerce’ and ‘e-retailing’ tend to be used interchangeably. While e-commerce refers to the transaction of any goods/service online, e-retail is a specific subset of only sale/purchase of goods online to/by an end consumer. Thus, online transactions for travel, real estate, entertainment, and B2B ones are outside the ambit of ‘e-retail’. We estimated the size of e-retail market at $4 billion in 2014 and rising to $10 billion in 2015. The corresponding size for e-commerce stands higher at $24-26 billion.

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