Web design trends come and go pretty fast on the Internet. Staying current with what’s working or not can be challenging. However, using updated design elements can increase conversion rates by making products and services more appealing. It can also give your competitors a challenge.
We’ve put together a list of those web design trends that are tops for 2020.
Whitespace—Use It
Whitespace, also called negative space, is a design element that’s often underutilised in web design. Whitespace isn’t anything new; however, it is a valuable in website development.
What is whitespace? It’s the space inserted between sections, paragraphs, images, etc. The space may not be white; you might think of these areas as blank spaces. Whitespace makes the page look more elegant, easier to navigate and read, etc.
Whitespace is a great way to leave breathing space for readers. It also makes it easier for those visitors who scan, rather than read, to find the information they need. This design element can also increase the visibility of a call to action.
Overlapping Layers
This design element can be surprising for some, as it involves literally layering one element over another. For instance, it may involve using a static picture in the background layered with a video insert. This method increases visitors’ interest, while also directing their eyes to those important parts of the page.
Whitespace is an important addition to this particular design element, too. Without adding whitespace, the page could look too crowded and busy.
The layered method can be achieved with the use of parallax scrolling, lightboxes, etc.
Oversized Type & Elements
Nothing is clearer and gets the message across effectively than oversized type and elements. These can be creatively applied with the use of bold type, full screen videos and images, etc.
These elements work to draw visitors’ attention to those parts of the page that are the most important. More websites are finding this method effective for increasing visitor engagement and conversion.
While this is an effective design method, it’s best to keep large, prominent page elements to a minimum. Otherwise, visitors can be easily overwhelmed or even confused, causing them to leave.
Split Screen Content
This is an evolving web design element that’s fast becoming a top trend in 2020. In fact, split screen content offers many benefits including:
- Developing a visual flow
- Boosting vertical images
- Encourages site users to make a decision
- Creates a compelling pattern
- Boosts vertical images
This design element offers site visitors with an uncluttered page, while making the page more engaging and interesting. For instance, each side of the page may act differently, increasing site users’ interest. This is just one example. It’s something that will help improve your conversion rates.
Emotional Design
What is emotional design? This is the use of website elements that reach out and appeal to site visitors’ emotions. Emotional design appeals to the emotions. Emotional interactions can be conveyed through the use of colours—for instance, red for anger, and yellow for happiness. You can even use humor, animated effects, etc.
Data Visualisation
Humans are visual; in fact, some people respond better to information that is visualised. They find it easier to understand when compared to text. For instance, think of a weather map. It’s pretty easy to discern the information the weather forecaster is sharing.
Colours and images can be used to convey information in a quick, meaningful way. It can also help increase visitor engagement and conversion.
Improved Personalisation
Creating a personalised user experience is a great way to improve site visitors’ UX through the use of AI and machine learning. Making the web content more personalised increases both engagement and conversion rates. Personalisation methods can include:
- Geo-fencing
- Behavioural profiling
- Clicks/pages viewed
Tailored Illustrations
The intentional use of illustrations and imagery adds tailoring to a website’s message. For instance, design elements that include visuals indicating brand identity or the message can be highly appealing.
Make sure that the “visual language” conveyed with illustrations and images correctly represents your brand, etc. Carefully look through image galleries for those images, icons, etc. that go along with your brand, your industry and your company’s message.
Micro Interactions & Animations
These work to provide more interest and even surprises for site visitors. These elements work to increase engagement and improve UX. These elements are tiny and are not in any way distracting.
Micro interactions and animations can include small, fun games, animations, hovering/selection effects, etc. You’ll keep more visitors on the page with these types of design elements.
Bright, Bold Colours
Colours work to draw attention to specific parts of the web page and can be successfully used to convey feelings and emotions in site visitors.
The most popular colours to draw attention include red, purple, yellow, green, and pink. These stand-out colours can be used to create blocks, stimulate sales, highlight calls to action and more.
Fullscreen Forms
All the previously mentioned design elements can be incorporated by online forms. These somewhat uninteresting, boring pages require a little livening up to be successful.
Many site users consider these to be a chore. They’ve filled out the same information for years across hundreds of websites. However, if you make the page more inviting, you’ll improve the UX and conversion.
Fluorescent 3D Digital Art
3D art is becoming more popular when it comes to website design. These are highly successful elements, especially when combined with fluorescent colours. These design elements can add interest, futuristic elements to a webpage.
Having said that, it’s important not to over-use 3D fluorescent artwork. The goal is to make the page more interesting, not busy and overwhelming.
Some of the trends in this article are not new; however, they’re being used in new and innovative ways. Experiment to find which design elements work best for your target audience and your website. The right combination will improve site visitors’ experience and improve conversion rates.
