Web Design Trends. 2017 is an exciting time for the web industry with technology and customer needs moving at pace. Of course, the digital landscape is continually changing so we all need to evolve with it to ensure we remain ahead of the curve. With this in mind, we take a look at the top five web design trends we think you should be looking out for in 2017.
Focusing on content is nothing new, after all, the old adage that content is king is still true. Content is an essential part of the marketing mix and your content marketing strategy enables your company to show they are experts in their field but more importantly drive web traffic. While social sharing, sign-ups and pop-ups remain a key way to drive leads, content will continue to be significant.
Similarly, animation is being used more regularly on websites these days. It’s of particular importance when there’s a need to show meaningful content or demonstrate how to do something. Video is a great way to communicate and it’s easily shareable across platforms such as YouTube. GIFs are also becoming more sophisticated so we anticipate an increase in these over the coming months also. However, don’t overuse GIFs: they are good up to a point but we don’t want to go back to the crazy GIFs of the late 1990s!
With content becoming more refined and ultimately more shareable, it’s likely we’ll see a rise in landing page design. Of course, all websites need a home page but there is a need to provide visitors with pages that are more targeted and best meet their search query. Content marketing is a great way to drive traffic to a website with tailored pages created to increase those conversions, feeding your social media output.
With so many users accessing web content via mobile and smartphones, there’s a need for navigation techniques that provide a good user experience (UX). Gone are the days of complicated navigation with the majority simplifying their content. Keeping navigation to a minimum also helps put the focus back on content, relevant to the visitor’s needs.
Creativity is all about showing a brand’s personality and more imaginative techniques may result in the end of flat designs. Shapes, lines and patterns certainly took off last year and it’s likely we’ll see this trend continue in 2017. Equally, basic heading styles are being replaced with more innovative options like overlapping text and images or bold typography. More experimentation is taking place and some are even going back to basics with simple, straightforward text. There’s also been an increase in illustrations and hand-drawn elements such as icons, fonts and graphics. Again this is bringing a unique look and feel to website content.
With the industry changing at such a quick pace, we cannot wait to see these (and other) web trends develop over the course of 2017. If you’d like to speak to someone about your website design, please contact Paul Mackenzie Ross at Clever Marketing on 020 3146 4341 or feel free to fill in our contact form.
When a company visits your website, do they get the same brand experience as they would across your other digital channels? What about offline – is the branding of your brochure or print campaign consistent with your online branding? Brands never want to be predictable but when it comes to marketing strategy, consistency really is essential.
It raises brand awareness giving your company a personality and identity. It reinforces your position in the marketplace, therefore driving authority. It helps attract new customers. An inconsistent message can create confusion and could be seen as a sign a company cannot be trusted. Companies are often time short so how can you ensure brand consistency internally and externally across all touch points all of the time?
The building blocks of a consistent brand identity include messaging, tone of voice and design guidelines. While these must be specific to your company, these are the main elements that should be considered.
A brand message should clearly define your positioning. Think about your logo and rules for using it with or without a tagline too. Consider how it will be applied and if you need different versions (ie; a logo with a transparent background might be a requirement). If your branding agency is designing a new brand identity, consider how it will translate across all touch points. Will one logo suffice or does it need to be scalable?
Brand design is not just about a logo, design guidelines are a fundamental part of the mix. Typically these should include a colour palette, font type and weight, photography and illustration styles as well as other visual elements. Consider how the colour palette will work online and offline, checking colour matches in programmes such as PowerPoint. It’s worthwhile including guidelines for your website (ie; banners, buttons, web fonts) and print (ie; specifications for the most used collateral). Your brand design agency can help with this.
As well as the look and feel, tonal values are just as important. Consider how your tone of voice will be applied on your website and in print but also across your social media channels. Think about the personality of your company, what kind of impression you want to give and how should you communicate. Cover off best practices like grammar, punctuation and spelling with your branding agency as well.
Once your brand guidelines have been finalised by your brand design agency, it’s worthwhile considering a cheat sheet featuring the most used elements too. It’s a great way to have a quick point of reference while ensuring brand consistency. Clear brand guidelines should provide everyone internally with a framework to implement activity across all channels.
If you require help with your brand identity or brand guidelines, feel free to contact us on 020 3146 4341 today.