by Gabriel Shaoolian
Web design is all about creating a compelling and innovative platform that connects brands with their most valued stakeholders—their users. And any brand needs unique and creative design elements to do that. For any business to achieve its goals, an effective website with a captivating, beautiful, and most importantly, functional design is essential.
Design trends are constantly changing due to advancements in technology and evolving industry standards. From a designer’s perspective, we’ve noticed some innovative and artistic website design trends that are becoming more prevalent across various platforms.
Take a look at some of our favorite website design trends and the benefits they generate for brands that use them correctly:
Illustration in website design is becoming more prominent across many business websites. While at first this technique may seem suited for brands with younger audiences, the right kind of illustration in website design isn’t reserved for websites targeting children.
Well-executed illustration in website design sets a brand apart from competitors, providing a significant and eye-catching experience. It makes a website it more entertaining and appealing to the average user. If your business doesn’t exude solemnity, illustration can serve as the perfect balance of whimsy and professionalism, showing the customer that your services or products can fulfill their needs, while still seeming approachable. When pairing illustrated iconography with some HTML 5 animation, it’s as if the design is coming alive for the users, which in turn makes the engagement on the page even greater.
A modular grid design provides multiple user pathways when visitors land on a homepage. For companies that have a wide spectrum of services or products, using a split screen design allows brands to showcase the variety of services and work they provide. Multiple visuals can emphasize all of your products or services at once.
This kind of design gives users a very clear idea as to what information is for them, and what actions they should take next—whether that’s clicking on a call-to-action that says “find tickets” or “learn more.” By offering more content and options during the initial phase of user engagement, you’re providing additional opportunities for users to find a niche of your business that fulfils their needs. You can appeal to wider audiences while reaching specific values all with one design. Think “choose your own adventure” books — but with website design.
Innovative Navigation & Scrolling
This varied style in website design provides a memorable and interesting navigation experience for the customer. Overall, it feels much less cluttered than a traditional style does, but still provides an incredible amount of versatility, as well as content and details for the user. As the user scrolls down the page, they’re able to learn more and more about the company from snippets of different landing pages (which also can be found in the top navigation). To highlight this, consider a website within the food industry, where vivid imagery is essential to support the content. An innovative take on a necessary element like navigation is an excellent choice.
The navigation appears at the bottom when you first land on the homepage, but as you scroll down the bar with the important headers shifts up to the top of the screen. This design on the homepage keeps usability top of mind and ensures that the user is never confused with how to find out more information.
Social Media Integration
Social media is a quintessential part of customer engagement, and by integrating social media buttons into website design, you can effectively bridge the gap between your users and your brand on a more personal level. Social media keeps users engaged, and enabling a design that allows for user-submitted content amplifies the connection that you have with your customers.
If you’re offering fresh content on your website regularly, social media integration allows users to share the content that they find interesting, which in turn brings your site more traffic. Including social media buttons in the layout of your website makes them feel like a natural part of the design. The more seamless you can make it for users to connect to their own communities, as well as yours, the more likely they will to do so.
In general, customers across all industries enjoy strong visuals such as video or multimedia images. While written content is definitely valuable, too much copy can be difficult for users to absorb, and often will go overlooked. Using multimedia elements in website design allows visitors to learn a lot about the brand and their products in a fairly effortless manner. Engaging the audience with multimedia design elements allows for deeper levels of interaction and more opportunities to share information with users. HTML 5 integration makes this more feasible.
By placing the multimedia elements on the homepage, you can focus on captivating users after the first interaction. Images don’t stand alone like in a traditional website design – they’re showcased almost as a slideshow or gallery, giving users more imagery than they would find on similar sites that may not leverage this type of design. Videos provide similar benefits, providing additional details about what your brand does. Ultimately, users are far more likely to watch a slideshow of compelling images or high-quality video than they will be to read written content that describes the same objective.
Artistic Website Design Trends and How They Help A Business
Gabriel Shaoolian is a digital trends expert and CEO and founder of Blue Fountain Media, a digital agency in NYC focused on growing brands online through effective websites and online marketing. From start-ups to Fortune 1000s, Blue Fountain Media helps generate more leads and increased brand recognition.
In The Strategic Web Designer, Christopher Butler will teach you how to think about the web, and in doing so, prepare you to lead web projects from the critical inception phase through to the ongoing nurturing process every website needs. That’s what web strategy is all about: having a comprehensively informed point of view on the web that enables you to guide a web project intentionally, rather than reactively.