I recently worked on a website for a construction company; one member of our team kept suggesting things to make the site “pop”. I, on the other hand, was looking for great navigation and classic design that would endure, lots of white space that would serve as a backdrop for well-written content and project pictures. I wanted our work to capture audience attention, not gimmicks.
It’s been an evolution
We’ve spent years adding stuff to our websites—frames, sidebars, headers, banner ads, sidebar ads, calls to action, comments, popups, social media buttons, signup boxes, etc. Now we’re taking them off–all of the elements that cluttered up our websites, detracting from the primary message, which is the content.
Back to the basics in 2017
In 2017, websites will start moving back to basics, placing more emphasis on content. Keep in mind that a big driver for many of these changes is mobile users who increasingly rely on their phones to transact business and access information. To accommodate these users, sites have had to simplify—a growing trend over the last few years. Mobile use has had a significant impact on navigation, color palettes, typography and the way we deploy images and other assets.
It seems as though the use of geometric shapes, lines, and patterns have really taken off in the late part of 2016, and this is expected to continue through 2017. The use of circles around images, photos that are geometric heavy, or the overall design of the site relies heavily on the use of lines and patterns.
We’re starting to move away from the basic, boring heading style seen on websites (san serif, all caps, centered heading) and moving more toward imaginative or creative headings. Look for a change in the layout, justification or websites without a heading at all.
Animations and gifs
Animations are starting to be used more heavily on websites as they easily communicate how things work and are more lightweight than several images or even a video, which is good news for mobile users—animations generally load quickly.
Putting navigation on a diet
More people are now accessing the web on their phones than their computers, which has had a significant impact on navigation. Drilling down through complicated schematics on a phone is a complete turnoff; it’s much easier to scroll through pages than click and wait. Restricting the main navigation bar to four to five items is becoming the norm and it’s challenging organizations to think critically and strategically about how they organize information.
More emphasis on landing pages, less on a home page
In 2017 we will likely see a rise in landing page designs—not just home page design. While you still need a home page, as content marketing spreads, marketers will want to direct traffic to dedicated landing pages to better target their visitors and their needs. It makes sense: The idea of content marketing is to increase awareness and conversions, and what better way to increase conversions than to have visitors land on a page strictly made for them. These pages will be as well designed and thought out as others on the site, but target the visitor much more.
Are you thinking about a new website for 2017? Talk to us at Top of Mind Marketing. Building online brands.