2020 was a key year for many areas of digital marketing.
Given the facts why this 2020 was not exactly our favorite year, millions of businesses launched themselves on the Internet, in a fierce search for opportunities to attract customers.
Web design and development is one of these strong areas of digital marketing that helps the most in attracting customers.
Many practices that came from years ago gained strength, new trends emerged and other strategies were renewed to offer Internet users the best browsing experience on our platforms.
Today we talk about the new web trends for 2021 and the improvement of the user experience. Web design is not something arbitrary that we can leave lightly, it is one of the most important aspects to achieving fluid navigation and arouse the interest of the visitor. Ensuring that our website is easy to use, intuitive and attractive by placing the different web elements and that these, in turn, have a functional aesthetic design that attracts the visitor's attention, is the main objective of the web developer.
In this article, we explore the best web design trends that designers and marketers should be aware of to achieve attractive interfaces and pages.
New Trends in Web Design
In general, advances in web design and development originate from the natural progress of Internet users' tastes and new trends. Next, we are going to analyze the different variables that we must consider when designing a website so that it meets the expectations of visitors, creating a list of everything that may be relevant in the year 2021.
Bet on the color!
Currently, after a study of the situation of the most popular websites, we can highlight the use of colorful and energetic visual identities. Little by little, logos and websites with bright and cheerful colors are imposed on sober black and white, and other flat colors.
Although today the simplicity in the design of logos prevails that long ago prevailed over complex and three-dimensional shapes, in terms of web design, more color is an upward trend. It is important to differentiate between colorful and multicolored since a quality design is one that avoids chromatic saturation that causes visual fatigue.
The user is the protagonist and the web their playing field
The current user is not a simple spectator, and we must guarantee the interaction with our web design. For the visitor, it is important to have the feeling of control over the website, such as having the option of choosing a light or dark version, different sound levels if the website has sound effects, freedom to omit videos, animations, and content during the visit.
We can say that the more control the user has over the site they visit, the more they feel that it is at their disposal and the greater the feedback we get.
Smartphones are an essential part of our lives. We have the internet at our fingertips, and any query or search for information that is required on the web can be done in moments from that device that we check more than 150 times a day.
So, for obvious reasons, our platforms will be highly viewed from smartphones. That is why it is essential to have an optimized design to provide the best browsing experience to those who visit us from their cell phone.
The responsive or mobile-first design is a mandatory feature of every website. It is one of the most important parameters that Google takes into account to position pages in its search results. Google gives priority to these sites that are optimized to be viewed from cell phones and their loading on these devices is fast.
Besides, having a design that adapts to the different screen dimensions saves us from giving the user a bad browsing experience.
Although this is one of the web design trends that was introduced a few years ago, it is not until now that search engines prioritize the appearance of interfaces on mobile phones, so it is an important element both for positioning and for user experience.
More dynamic websites
Elements with movements (transitions, displacements, etc.) are becoming more and more popular, and even greater growth is contemplated in the future, although we must not tire the visitor with superfluous effects and animations that distract.
The use of simple effects transmits to the user that they are in front of an active and live website, causing greater interest in continuing the visit.
Interaction and artificial intelligence
We can go a step further and include artificial intelligence components such as keyword or voice search with automated responses, real-time chat, virtual assistants, and add-ons that help navigation in real-time. All this conveys to the user that they are visiting a modern website.
Minimalism in user interfaces
Minimalism is a trend that has gradually been introduced in many areas of design.
In web design, it has been coming and going for several years, but currently, it seems to maintain its popularity.
Netizens are impatient. They want to navigate in simple and clean interfaces, with the least number of elements that interrupt the search for information.
The minimalist interfaces, with strategic designs, guide the user to the most relevant information on the site.
A well-crafted design leads to better conversion rates, lead acquisition, or direct to purchases. Excess elements and actions on a page can confuse users and end in abandonment.
With a minimalist design, the focus is on ensuring that the user's journey is purposeful by opting for simple and time-saving design features when searching for information of interest.
Web design with a narrative approach
Within web design trends, one of the most strategies that the best brands have adopted today is offering personalized content for consumers.
Today more than ever, consumers are looking to buy from brands that they can identify with, that are accessible, relevant, and authentic. To achieve those emotional connections with clients, designers and marketers must use storytelling.
Storytelling consists of presenting the information of a product through the narration of stories, experiences, and motivations that led to its creation, showing the customer its value and the advantages that they will get from acquiring it.
Creating stories around a product is a great way to captivate consumers, thereby generating brand loyalty.
Using the currently available digital tools allows us to understand consumers, to offer them personalized experiences according to their needs. It is advisable to take the time to study the audience to understand what is the most appropriate content and narrative approach to offer them.
The narrative approach should focus on the value that your product offers to the consumer. Tell your story and captivate the Internet user, using resources such as images, videos, or dynamic elements on the web.
The dark mode is here to stay
This has been one of the most popular web design trends in 2020, especially marked by mobile apps.
The applications most used daily, such as Facebook and more recently WhatsApp, already have a version in dark mode.
In web design, it is an emerging trend, but it has taken a lot of force and its use is expected to be more and more frequent.
Designers must take on the challenge of creating high-contrast interfaces and exploring new options that would not have worked with a classic design.
The dark mode came as a way to facilitate reading at night, in which the light emission from the screens acts like a laser pointing at our eyes. However, it turned out to be aesthetically appealing to users and most of them keep it permanently active in their applications.
In web design, it can be implemented in different ways. For example, utilizing an activation button, so that the user makes the change from the classic design to the dark mode. Another way is by automatic activation. In this case, the dark mode will activate itself after a certain time, thus making it easier for users to read your content at night.
Animated Logos and Elements
The evolution of technologies allows programmers and designers to integrate more and better functionalities during the creation of web platforms, making the design more than a composition of static elements.
The new support for the vector format (SVG) replaces the old GIFs, generating more fluid, detailed animations and with less memory consumption.
Thus, a web page can be made up of animated elements such as icons, interactive text or infographics, clickable elements, gamification, or animated characters.
Some brands have even chosen to animate their logo. It is very useful to make the main image of the brand last in the mind of the public.
Animations in web design are a great complement to the narrative approach, as they allow us to convey stories in a more fun and prominent way.
An attractive page, which captures the user's attention, will increase the time spent on the site and will ensure that visitors take the time to absorb all the information that we want to provide them. They will hardly do it on a page made up of a lot of text without decorative visual elements.
What type of website do you like to browse? Is there any aspect that you particularly like or are uncomfortable with when visiting a page?
As you can see, when designing a website and organizing a correct structure, the first thing we consider is usability and being able to guarantee that the user experience is excellent. An agile, intuitive website that the user can comfortably navigate will help you to accompany the user throughout their purchase process and will increase conversions.