As always, the fonts must match the product, the brand and the target audience, and be web responsive to be effective.For non-website designers, it is nearly impossible to stay on top of the technological advances and countless new design options emerging almost daily. But you know that your website must be user-friendly and engaging on any device.
As a business owner in the digital marketing space, I often become the translator for designers and coders. Here are five of the most important website design trends to help you engage visitors and achieve your website conversion goals in 2017:
1) Responsive Website Design
Responsive website design is a requirement in today’s mobile society. Users may not know what it takes to make a website design responsive, but they know that without it, they will be looking elsewhere for answers, products or a viewing experience. In short, a mobile responsive website is one that is designed so that it looks the same when viewed on any device. A great source to view some prime examples of responsive website designs can be found at Awwwards.com; browse them and compare on different devices to see the unified effect.
2) Semi-Flat Design
Semi-flat design makes the elements appear as though they exist on a single surface. The widely-used design approach can bring clarity to the website for the viewer, while making transitions appear more unified. While it can be difficult to execute convincingly, when done correctly, semi-flat design makes it easier for website visitors to understand the cues and directions of the website. The result is a more intuitive navigation experience across the entire website.
Flat designs from a year or two ago had a lot of problems with their inability to draw users into the site and create a more immersive experience. This was because the images and characters were flat without any shading or differentiation, making it difficult for users to know where to click to navigate the websites. The discovery was chronicled in Windows 8 Usability Tests conducted by the Nielsen Norman Group.
Semi-flat designs overcome those challenges, and the use of the style in both Android’s and Apple’s software releases make it something that many mobile users are used to seeing.
3) Minimalism Paired With Micro-Interactions
It’s all about the mobile experience in 2017 and beyond. Micro-interactions are user enabled interactions that provide control, guidance or rewards, or just impart fun to the experience for the user. Minimalist design means web pages are uncluttered. By combining these semi-flat and minimalist design trends in 2017, websites can deliver great user experiences that take advantage of visitors’ short attention spans and need for instant gratification.
In the last two years, my firm began to discover that even though our clients’ websites had been optimized for mobile, we weren’t always seeing the bumps in conversions or longer visitor interactions that we expected. The biggest challenge was having too much content on the page. Best practice search engine optimization is in our blood, and having at least 200 words on each page tends to improve search engine results. But, in an era when people are looking for faster mobile interactions, users were getting frustrated navigating through too much content per page.
We adjusted by balancing snackable content on scrolling pages, and have seen great results.
4) Parallax Scrolling And Interactivity
Moving different parts of a website page at different speeds (parallax scrolling) is not new, but those who know how to use it innovatively reap the rewards of visitor engagement.
An example of using it innovatively would be applying it to interactive storytelling and interactive assessments. Each engages the user at a deeper level. We’ve all experienced websites with great parallax scrolling where the images and text are highly structured and fold on top of one another as we scroll down through or swipe across the page.
Parallax scrolling enables the user to have a one-touch scrolling experience that engages them, provides an interactive experience, and can tell a story through progressing content and images that they control. They can have the same experience on any device, which helps to enhance their experience as they learn about a brand, a product or a solution.
5) Stronger Use Of Typography
It seems we are always learning about effective fonts and using them in new ways with website design. One of the latest and most enduring trends is to blend fonts that work well together in a single page. This works with both different (but compatible) fonts as well as font sizes. As always, the fonts must match the product, th