Your website is critical to making a good first impression. In today’s marketplace, customers find most businesses via Google search, which is then followed by a visit to the site. Neglecting to update yours on a regular basis can send the wrong message to your audience, but with trends coming and going constantly, knowing what’s en vogue at the current time is a challenge in and of itself.
Optimizations aren’t just made in terms of aesthetics and visual appeal, but rethinking the way a website functions is equally as important. This article explains what web designers and developers are utilizing in 2022.
1. Clean It Up
The ebb and flow between minimalism and maximalism can be observed in a number of different areas, from interior design to web design. According to several industry experts, the latter stole the show in 2021. Expect to see things dialed back a bit in 2022, with the focus shifting to minimalism.
It’s no secret that a significant percentage of web browsing takes place on mobile devices. Small screens don’t exactly agree with maximalist design ideals, so this is one explanation for the change. Stylistic considerations tend to be cyclical, but it’s likely that websites which are stripped down to the basics will be preferred by mobile users for the foreseeable future.
2. Lighten Fonts
It’s doubtful that “text font” is the one of the first things that comes to mind when you think about brand building. But when you consider the endless options and styles, it starts to become more apparent that your font can actually say quite a bit about your company. Don’t believe me? This article connects the dots between psychology and typography. Based on this data, it’s clear that choosing the right font can actually help you cultivate a lasting relationship with your audience.
Now that you know it’s important, the next question is: What typographical styles should I be looking at for my brand?
The answer will, of course, vary based on your brand and target audience, but the latest trend in all industries is moving toward a “lighter” font. One theory behind this change is that it more closely resembles human writing, which is inherently more pleasant for humans to read. There’s still one consideration that rises above all others when it comes to choosing your brand’s font: make sure it’s legible.
3. Natural Colors
Commonly described as “earth tones,” colors found in the natural world are taking over the digital space. There was a time when flashy yellows and neon greens were the way designers looked to capture attention, but that philosophy has been scrapped in favor of a color scheme that helps users feel a little more relaxed as they browse.
With all that being said, there’s still room for a few ‘pops’ of bright color here and there, just make sure it’s used sparingly.
While it’s hard to nail down one reason in particular why website color schemes have undergone such a significant transformation, there are a few theories that could explain why the change happened. Culturally, we’ve shifted toward an attitude of sustainability in everything we do. Being “green” has never been trendier, and it seems like that trend has crept into the online space.
The main point here is that you don’t need to shy away from using color, but if the word ‘garish’ describes your site, it might be time to rethink your color palette.
4. Set It In Motion
A little movement can go a long way in holding our attention. When your website has dynamic elements involved, it truly brings it to life.
You need to be careful when implementing components that move on your site simply because they can be distracting. If something doesn’t have any value to the reader, don’t make it move. If something has a significant amount of value, make it move…subtly.
The maximalist movement I mentioned earlier in the article is where this trend was born. The idea was “more color, more movement, more everything.” Consider today’s design philosophy a dialed back version of all three. None of the core ideas have been eliminated, but they have been refined.
One final note on incorporating motion into your site – make sure you’re not using it so much that it slows down your loading speed. This can kill your chances with SEO algorithms, and won’t translate well to mobile devices.
It’s no secret that what we consider to be conventionally good-looking people have symmetrical faces. Guess what? This idea applies to web design, too! (And it’s a whole lot easier to change your website than it is to change your face.)
The key principles to keep in mind when it comes to your layout are things like balance, consistency, and simplicity. It should feel like everything fits just right.
Symmetry isn’t just important for aesthetic reasons – it has some real utility in terms of getting users to act as intended. For example, one expert designer named Adi Huri notes, “Symmetrical website layouts allow you to draw attention to intentional places, which is one reason why this is trending,” Huri adds. “For example, if a webpage is divided into two content blocks—half visual and half text—it’s a clean way to split the focus and tell a complete story.”
Though creativity is always at a premium, you still want to maintain some sense of order and organization. Symmetry helps to eliminate friction and keep users on your site for longer periods of time.
Good web design is an art and a science, and just like both, it goes through changes on a regular basis. Optimizing your site to keep up with the times isn’t always easy, but if you rely on your digital strategy to drive sales and revenue, it’s important to stay current.
Almost all business owners are experts in their field, but few are experts in the world of digital advertising and optimization or website design…that’s where we come in. If you feel like your business could benefit from a partnership with digital experts, get in touch today.