7 Web Design Trends for 2019

It’s that time of year again when we in the web design industry look back on the previous year and marvel at all the breakthroughs that occurred while looking forward with Nostradamus-like accuracy to all the predictions, trends, buzz and ill-guided persuasion attempts the new year will bring to web design best practices. I’ve come to view my annual article about web design trends as obligatory as my New Year’s resolutions, which never last past February. Anyway, 2018 was a good year for steady evolutionary increments in web design, such as the further standardization of responsive web design, chatbots, microinteractions, asymmetry, tactile design and font personalization. So what can we expect in 2019? Here are 7 trends that you should consider for your website.

More Focus on UX

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UX, or User Experience, is a central tenet to all modern web design. I like to define UX by pairing it with UI (User Interface) and then making an analogy that has nothing to do with the web design industry. Let’s consider rental cars. If you are like me and travel constantly from airport to airport you have become very familiar with the exercise of de-boarding, dashing to grab your luggage and making a beeline to the car rental center. Rarely do I get the same type of vehicle twice, and I want my experience to be as painless as possible. I honestly don’t care if I get a compact, a sub-compact, a micro-compact, or a nano-compact as long as it gets me where I need to go. My issue has always been with the damn gas cap as I never seem to be able to find where the button is, whether on the dash, on the door, or (literally) hidden under the seat. Nothing frustrates me more than being stuck at a gas station and crawling through the entire car to find it. I always wonder why the engineers that designed the layout simply could not place the gas cap release some place that would be intuitive for all drivers, especially since these models constitute the majority of car rental fleets. I describe this as a very poor User Interface (UI), and because of this I have an equally poor User Experience (UX). You see, the design interface has a direct impact on the overall experience as a user of a product. Poor UI leads to poor UX. The same applies in web design. Make sure that your site is designed with the customer in mind.

More White Space

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Apple started it, and we all followed. Then every website began to look like an Apple wannabe, so we all got away from it. Now it’s back, and not necessarily because Apple is no longer creating innovative products. For good design that translates well for desktop, tablets and smartphones (RWD), use less clutter and more white space. The proper use of white space amplifies the important calls to action on the page that you want your users follow. When it comes to web design, less is certainly more. Do not accept any design that has everything and the kitchen sink thrown into it. This is not expert design but rather an indication of of a designer that is aesthetically-challenged and is attempting to cover up deficiencies by continuing to add more and more to a page. Don’t fall for it. Keep it clean.

More Videos

2019 web design trends

For those of us old enough to remember when computers used to connect to the Internet using a phone line we can all commiserate with the excruciating experience of watching streaming videos on our CRT screens. Thankfully, those days are long gone as the Web is now a safe place for using video as content for your website. Videos are a fantastic way to tell your story and capture the interest of your target audience in a convenient snippet. More and more, you will see videos replacing static images for the hero section of websites, which is the main focal point of the home page. Using a CMS such as WordPress, it is extremely easy for site administrators to add videos on a daily basis. But make sure that the videos are relevant and of high quality. We recommend working only with reputable video production agencies that will help you craft your story, define your narrative and deliver your message on point. Also, you probably want to set up a premium account on a video platform such as Vimeo or YouTube to ensure that they run ad free.

More Bold Colors

2019 web design trends

Approximately 1 in 12 men and 1 in 200 women in the world are color blind. They do not care about which colors you choose for your website. The rest of us do. Color evokes emotion. Color defines the tone, theme and attitude of a website, and bold colors used correctly can provide that extra ‘pop’ you need to really grab someone’s attention and pull them in. Eye tracking studies have shown that the proper use and balance of color can make a difference between bounce rates and conversions. Contrasting color within site elements make appropriate callouts more apparent and recognizable, which will help you craft a site that encourages them to take particular actions and more predictive outcomes. Modern computers can display 16,777,216 different colors, so there’s really no excuse to be drab and boring.

More Creative Fonts

2019 web design trends

Steve Jobs loved fonts. He hated the standard suite used for Windows PC’s (Arial, Helvetica, Sans-Serif) and was the first to insist that his Macs gave us a real choice and ability to express ourselves with personality and creativity using fontography. Fonts are a pillar of good web design that is often and shamelessly overlooked. More than anything, fonts establish attitude and individuality. One of the best ways to make your website stand out is to get creative with your use of fonts. Always ask your web designer what fonts they like to use and how they can help you establish a font profile for your website that is fresh and appealing.

More Gradients

2019 web design trends

Wait a second… did I just write that? For years, I HATED gradients. They were the bane of my very existence. I perceived any use of gradients as a cheap conjuring of poor web design used by designers that simply did not have a clue about good web design philosophy. And worst, they looked HORRIBLE on those older CRT monitors and low quality graphics chips. But as those old menthol ads used to say, You’ve Come a Long Way, Baby. Today, modern chips and screen technologies have the processing power and higher resolution necessary to display gradients as they were initially intended and look fantastic on a website. Gradients provide a subtlety to a design that will allow your colors to shine and your use of fonts to pop. They serve as a conduit from one graphical element to another, allowing your users to transition seamlessly from one section of a page to another. Look for gradients to be a popular choice in 2019.

More Responsive Web Design

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Yes, Responsive Design was a top trend for 2018 and 2017 and 2016 and 2015, etc. Need I say more? Responsive Web Design, which is an approach to designing web pages using fluid-based proportion grids, media queries and scalable images, has completely revolutionized the web design industry. In the era of the mobile web, it is imperative that web design place equal emphasis on desktop, tablet and smartphone devices. Responsive websites are easy to maintain and do not require developing a separate mobile site, plus they are compliant with modern web standards, ensuring browser compatibility and search engine optimization. Do not ever consider working with a web design agency that has not adopted responsive web design as its development standard.

Conclusion

This is where I remind you of how important your website is to your brand and marketing strategies and how keeping up with web design trends in 2019 will help you maintain a competitive advantage, yaddi, yaddi, yaddi. Just keep in mind that trends are just that… trends. What’s hot sauce today is cold soup tomorrow, so always approach trends in web design with a modicum of salt. Regardless of how things change with technology and social preference, the fundamentals of marketing remain. Always present yourself with confidence.

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Antje Knott

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Responsive Web Design: The New Standard in Web Design

Responsive web design emerged in 2014 as the new standard in website development, but it is shocking that as we head into 2019 there are still millions of websites out there that are not responsive and therefore ignoring upwards of 50% of their customers that use tablets and smartphones. So, what is responsive web design and why is it important? We’ll start with the “what”.

What is Responsive Web Design?

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Responsive web design is an approach to website development that aims to address the rapidly changing landscape of screen sizes and devices capable of displaying the world wide web. A website built using a responsive framework will automatically adjust its content and simplify the navigation structure in order to optimize the user experience, regardless of screen size or device. Responsive websites are created using existing technologies, it is an approach to website development as opposed to being a new technology onto itself.

Responsive Web Design

Responsive sites adapt content using fluid, proportion-based grids, flexible images based upon percentile rather than fixed width and CSS3 media queries.

What Are The Advantages of Responsive Web Design?

  • A responsive website greatly enhances the user experience across all platforms (desktop, tablet and smartphone)
    Gone are the eye-straining days of having to zoom in and scroll around in order to find what you are looking for. Plus, responsive sites are more uniform on all platforms and tend to have a more simplified navigation structure. With responsive design, simplicity is key.
  • A responsive website eliminates the need to build a separate, mobile-friendly version of the website
    Mobile-friendly websites were the stop gap measure used by web designers after the emergence of smartphones and prior to responsive frameworks. Many are still in use today. This required building and maintaining two separate websites, which could be sniffed out by the type of browser your devices uses and displayed accordingly. The added design and development cost of these sites plus the general frustration of having to maintain two sites made the practice cost-prohibitive. Lastly, mobile-friendly sites were basically watered-down versions of your desktop site, resulting in content duplication which will get you penalized by Google.
  • A responsive website increases your search engine optimization
    Responsive sites greatly increase the usability of a website, resulting in longer times spent on the website, a significant metric for Google in determining overall site quality. Responsive sites also tend to load more quickly, especially on mobile devices that are dependent on wireless networks. This is another significant metric for Google. Lastly, a responsive website tends to have a much lower bounce rate as users are spending more time on the site.
  • A responsive website is web standards compliant
    It is important to build your website in compliance with modern web standards, including the World Wide Web Consortium (W3C) and 508c3 government standards for accessibility compliance. A W3C-compliant website will ensure that your site performance is optimized for download speed, cross-browser and cross-device compatibility and usage on older browsers.
  • A responsive website leads to greater conversions and customer acquisition
    All of the aforementioned advantages contribute to what is likely the most important purpose of your website. A site that is search engine-friendly, accessible, intuitive, easy to read and fast to load will naturally generate more conversions, which will lead to more customers and growth for a business.

Indeed, responsive web design is the new standard in web design. It has revolutionized the web design industry and has created a consistent user experience that is finally worthy of the multi-platform world we live in today.

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Frank Farris

Frank Farris is Founder and CEO of DeepBlue. He has been an active thought leader in the application of emerging web technologies since 1998 and is a champion of the movement to make the Responsive Web Design approach the new industry standard.

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7 Web Design Best Practices

What Your Web Design Agency Should Know

Although web design best practices have evolved over the years, some things have not. In this article we will discuss the 7 web design best practices that your web design agency should know.

1. Know Your Business

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Your web design agency does not need to know how to modify your software architecture, increase efficiencies in your manufacturing process or develop new service lines. However, your web design agency does need to understand your business fundamentals: who you are, your core values, what you do, who you do it for and how you differentiate yourself from your competition. Your web design agency should also understand your culture. A tech startup in San Francisco, for example, will have a vastly different culture than a manufacturer in Waco, Texas.

2. Know Your Target Audience

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As mentioned above, your web design agency needs to know your target audience. Most organizations have multiple audiences, so your web design agency needs to know how to structure your website architecture to cater to each specific audience.

3. Content & Information Architecture

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They say on the web that content is king, and this is true. But content left unchecked can quickly become a vast wasteland of dead, scrolling pages that customers will either ignore or become so frustrated with that they leave the website. Whether your new website is using re-purposed content or you are creating fresh content, it needs to be well organized. Information architecture is the process in which your web design agency will effectively organize your content. This includes creating navigation schemas, page wireframes and search systems that will provide the blueprint for a well organized website.

4. Design, Design, Design

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Content defines information architecture, information architecture defines design, design defines how successful your new website will be in the eyes of your customer. I describe information architecture as the UI (user interface) and design as the UX (user experience). The design of your website will represent you in the most practical sense, and it needs to be a true representative of your business. Your web design agency should create a custom design based on collaboration and focused on UX on both desktop and mobile views. The process of building a website that adapts itself according to screen size and device is called responsive web design, which is an absolute standard in 2018. If your web design agency does not use responsive web design on its own site or client examples run away. Don’t look back, just run away. A good tool to test for responsive web design can be found at Responsinator: https://www.responsinator.com/.

5. Content Management System

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Your web design agency should build your website using a content management system, or CMS, that is intuitive, robust, scalable, flexible and open source (non proprietary). WordPress is the most popular open source CMS in the world and is our recommended CMS of choice. With WordPress, you get all of the advantages of using a content management system without any of the drawbacks, including ease of use for non-programmers, a large online community of add-on developers, security and perhaps most importantly for small business owners, no license fees. If your web design agency is pushing you towards a licensed platform ask them how it has any advantage over WordPress in regards to these factors.

6. Calls to Action

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Calls to action are the most important psychological drivers on your website. They drive users to desirable outcomes you have already identified during the planning stages of your website. Your web design agency should work with you to help determine the calls to action and make certain that they take priority in the overall flow and structure of your website. Calls to action can include filling out a request form, signing up for a newsletter, register as a customer, make a purchase or join your social networks. The flow of the website in regards to calls to action should be designed during the information architecture and design phase of the project. All calls to action should be measurable via analytics.

7. Web Standards

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Web standards are invisible, but critical to the overall success of your website. Web standards ensure that with compliance your website will be optimized for search engine optimization (SEO), cross browser compatibility, mobile device compatibility, site performance and accessibility. The most popular web standards are the World Wide Web Consortium (W3C), the “Living Standard” created by the Web Hypertext Application Technology Working Group (WHATWG) and 508c3 government standards for accessibility compliance. To test your website for W3C compliance go to https://validator.w3.org/. Ask your web design agency about web standards. Have them place a web standards compliance guarantee in their service and maintenance agreements.

Conclusion

This list of web design best practices is just the tip of the iceberg and I will be adding more components in more blogs to come. The purpose of this article is to help you determine which web design agency is best for you. After all, you are the last word on whether or not it fails or succeeds.

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Antje Knott

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