1. Vibrant, bold colour schemes
In past years, designers have had to stick to web safe colours - 216 colours that were sure to display well across all screens . However, thanks to advances in monitors and mobile screens, most devices are now able to reproduce richer, more saturated colours. This means that designers can be braver with their colour pallets, with many now beginning to introduce supersaturation and colour clashes. This is a great technique for companies keen to stand out from the crowd and who want to set themselves apart from traditional styles. The introduction of brighter, bolder colours to social media will also highlight core brand messaging and make them stand out against the competition.
2. Big, bold typography
Another blessing for designers is that most web browsers now support hand-made typefaces. This means the designers no longer need to use the standard serif and san serif fonts that come with most web building applications, and can import their own directly into the CSS. This is a fantastic development for web design, as typefaces help bring personality to a site and sets a visual tone while conveying the website's message. 2018 will see a multitude of typefaces on our screens, from brush styles, to contrasting serif and san serif couplings, to contrasting sizes. In a world where everyone wants to be noticed, the idea is to create bold, eye catching parallels that will keep your viewers visually stimulated, and therefore interested, in what you have to say.
3. Dynamic illustrations
While illustration in web design isn't new, it is becoming a growing trend. Back in 2014, Google introduced material design; a design principle which included dynamic, bright imagery, and depth. Although the material style is becoming less popular in web design, the key principles of bold, dynamic imagery still apply and are set to become even more popular in 2018. Illustrations are a great way to create a brand identity that is recognisable and unique. Although this style is perfect for new, trendy organisations, it can also inject a well needed bit of fun and personality into brands who are known for being stoic and serious.
As browser capabilities increase, designers are able to introduce more dynamic elements such as animations to websites. Larger background animations are popular just now, but they usually have slow loading times and do not always work well on mobile. Smaller animations are growing in popularity, as they are mobile responsive and can be used throughout the site to create a more visually stimulating viewing. These can be placed anywhere on the site and fun elements such as scroll triggering and hover animations can also be implemented. Animations are a great, simple way of engaging the viewer and making them more emotionally invested in your site.
5. Asymmetrical layouts
The responsive design movement in 2010 allowed web designers to step away from the standard single column layouts of websites and create grid style layouts that adapt seamlessly to different device sizes. Since then, traditional websites tend to adopt a standard symmetrical or grid layout as they are a great way of displaying lots of content. However, 2017 seen more and more sites rebelling against the constraints of responsive grid layouts and pushing towards more dynamic, less "boxy," asymmetrical designs in order to have more unique, distinctive websites. Although this design technique will not be attractive to all companies, 2018 is set to see more of these "broken" layouts and new creative ways of displaying content.
6. Design with a purpose
Taking all of these into consideration, another website trend gaining traction is how you can make your website work for you.
So, whether you are considering a complete re-design of your current website or just incorporating some of 2018 up-and-coming trends, your website should be grounded in a well thought out game plan. An approach which brings together marketing strategy with the tactics and tools of an aesthetically pleasing web design is key for achieving lead generation success in 2018.
Some important elements to include in a lead generating website are:
- Offers: Offers like downloadable eBooks, guides, checklists, and videos are a great start to begin engaging and converting website visitors.
- Smart CTAs: Smart CTAs ensure that your returning prospects are always shown your latest and hottest offers, continually moving them further along the buyer’s journey.
- Smart Content: Smart content is used to provide the buyer with personalised content based on their interests or stage in the buying cycle, making sure your website is relevant to everyone who visits.
- Layout: The layout of your website is critical to your success at generating leads. The right layout will help you funnel your visitor’s attention to the areas that will help them the most, reducing bounce rates and increasing conversions.
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