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Gone are the days of aesthetics trumping experience. Today, web design is all about crafting immersive experiences that connect, captivate, motivate, and delight. As tech continues to evolve, and as more organizations zero in on meeting customer expectations, we’re eyeing new trends that are poised to redefine our perception of digital aesthetics and functionality.
Keeping a pulse on how the world of design continues to shift allows designers and developers alike to stay abreast of what’s resonating with today’s audiences, solve design challenges, and tap into new creative opportunities. However, it’s important to remember that as soon as new trends emerge, they can dissolve, which is why creatives should be thoughtful before embracing a new design strategy or format with open arms. As Felix Lee, co-founder and CEO of the creative mentorship collective ADPList puts it: “Always let your intentions pave the way for your design, and then let the trends follow. I think most people tend to skip the first part because of the shiny object syndrome.”
Before we sign off for the year, here’s four web design trends our team at Webflow is keeping our eyes on for 2024.
1. Denser, richer graphics
Expect to see denser and richer graphics everywhere in the new year. Sites will be full of complexity, color, textures, and patterns to help create even more immersive experiences for users. This approach moves further away from the clean and minimalist designs and graphics that have been prevalent in the past decade, (think Corporate Memphis and startup minimalism often prevalent among DTC brands) and instead offers a more immersive user experience.
A lot of this is due to a number of rapid advances we’ve seen in the tech world over the last few years. Computing power can now support more design-intensive sites, allowing designers and developers more freedom to build and express themselves and their brands. Modern processors are becoming faster and more efficient, allowing complex graphics to load swiftly, enhancing the user experience. And Graphics Processing Units (GPUs) have advanced significantly, permitting high-resolution images and intricate animations without hardware limitations.
Additionally, web browsers are better equipped to handle detailed graphics and CSS effects. The integration of cloud computing and AI in web design further allows for dynamic, personalized design elements. These developments will empower designers to create visually captivating and emotionally resonant websites, unfettered by previous constraints of slow load times and performance issues.
We’re entering a new era of digital creativity where design aesthetics are no longer limited by tech capabilities. The only limit will be your imagination — not processors or web browsers.
2. Kinetic typography
Kinetic typography is when text is animated in order to capture attention and convey messages dynamically. This trend elevates the role of text from mere information conveyance to an engaging visual element. Coupled with the widespread availability of user-friendly design tools and a cultural shift towards more vibrant, dynamic content — kinetic typography is poised to redefine the aesthetics of web design to make pages experiential instead of simply informational.
In 2024, we expect kinetic typography to become more interactive, responding to user actions and integrating with other design elements for a cohesive and immersive experience. It will be key in narrative-driven designs, especially landing pages and campaigns.
This trend is poised for longevity due to its ability to promote accessibility and inclusivity. As sites become more global, kinetic typography brings a level of simplicity, readability, and comprehension — bringing a sense of balance to web designs.
3. AI-generated designs
The integration of generative art and AI is poised to continue to revolutionize the digital world of web development and design in 2024. Over the past two years, there’s been widespread emergence, accessibility, and adoption of AI-generated designs, and we anticipate this trend will continue to soar and transform the digital and design worlds, nearing ubiquitous adoption.
The ability to use AI to create custom graphics based on user data and design systems opens up a new realm of personalized user experiences. Instead of every user having the same content — sites will now include dynamic and evolving content based on individual preferences, offering designs that are unique and relevant to each user. Quinnton Harris, co-founder and CEO of the creative strategy agency Retrospect, anticipates this trend will scale personalization in web design: “We’re going to be able to see more custom graphics per user just because you can generate, based on a design system, richer pallets and things that are very specific to user data.”
AI design tools can also significantly reduce design timelines and associated costs while offering users unique and personalized experiences based on their behavior and preferences. They’re a fantastic emerging tool, especially for those with big ideas — who could use support in executing the actual design.
4. Microinteractions
Microinteractions are small, interactive elements within a website that respond to user actions, like hovering over a button or clicking on an icon. These interactions are often subtle yet add significant engagement and intuitiveness to the user experience.
We anticipate microinteractions will evolve beyond visual feedback. Expect to see these interactions become more personalized and context-aware, adapting to user behavior and preferences to provide a more immersive experience.
In recent years, sites have become overly animated and interactive — to the point of creating a bad and inaccessible user experience. Microinteractions are able to counter that by incorporating fun, and meaningful interactions for the user that complement (rather than dominate) the website’s content and design. A great example of this is the New Heights podcast website built by Lazer Technologies. Throughout the site, small microinteractions, such as a hover effect over buttons, help guide and inform users about the action that they’re taking. Though it may seem small, it helps elevate the user experience and makes navigating and performing actions that much clearer.
Webflow Brand Designer Gabi Robins predicts: “Next year, I think we’ll see more simplified designs and animations, creating more subtle moments. It’ll be a more minimalist approach to interactions. A lot of people are getting tired of super-animated and interactive websites, and I think the move will be towards improving the user experience and accessibility.”
We can’t wait to see new web design trends take root
The future of digital design is about creating meaningful, engaging, and intuitive experiences that also dazzle, so we hope to see some of these trends out in the wild next year. If you’re looking to read more about trends we’re tracking in the world of web design and development, check out our latest report, The 2024 State of the Website, and keep up with all things design by signing up for my newsletter.
Author: Max Lind
About Webflow
Webflow is the leading visual development platform for building powerful websites without writing code. By combining modern web development technologies into one platform, Webflow enables people to build websites visually, saving engineering time, while clean code seamlessly generates in the background. From independent designers and creative agencies to Fortune 500 companies, millions worldwide use Webflow to be more nimble, creative, and collaborative. It’s the web, made better. Learn more at webflow.com.
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