Twenty two year old Internet is in it’s fifth generation – immersed user. Generation rollover is accelerating, and so website design is experiencing more diversity than ever. 65% of small business owners have a website, but 31% still don’t, and out of those who do, some 20% are updating it only once a year. Combine this with the fact that viewer stays on the site only for a few seconds if he/she feels it is out-of-date.
Through the research of top, popular and emerging trends, one can come to this conclusion of what we will see in 2012 websites:
One-page websites
One-page layouts are on the rise with several variations that include: Vertical scrolling with link-embedded content, in absence of traditional navigation; Parallax scrolling; Design under the fold, where interesting content does not end above the first-visible area of the screen.
Large images
Billboard, Print and luxury Magazines designers invaded traditional web domain with their striking imagery that is worth a thousand words. Variations include oversized headers taking full height of the screen, large sliders trending against flash designs (flash has peaked some time ago, and mobile devices will mostly not accommodate that technology), large background images where it does not compete with the content.
Mobile design
It has gone a long way from text-only site alternative through plug-ins, responsive design, to separate mobile edition of the main website that has its own set of rules and technologies. Swipe-touch, no hover effects, fluid width and feel, and lots of different device viewport sizes constitutes quite a knowledge base – dig in. Mobile design is officially in the main stream of design this year, with mobile apps for everything you can imagine useful.
Minimalism
This one evolved, too. It is not your old black and white layout with lots of white space and one font. New minimalist is rich and sophisticated in a subtle way. Make everything as simple as possible, but not simpler. Simple is Good. Minimalist design pronounces clear message, right to the point, without clutter. One-page websites are part of this philosophy.
Perspective / 3D
- we will see more often designers do away with a traditional desktop perspective, in favour of more 3D, or side-shot perspective that makes the page more attractive, and adheres to a more realistic view, as long as it still shows well on mobile devices. It may include rich surfaces, where applicable.
Fat footers
There seems to be agreement not to throw anything that didn’t fit into main navigation to the footer any more. Fat footer is now designed for richer content, personalized experience, desirable extras, not an afterthought of main content.
Interactivity
Is not going away, but it becomes more embedded in context. Interconnected with social networks, includes modal boxes with facebook sign-ups to site, sharing what you surf or watch (scary, isn’t it?), interacting with corporate sites in a game playing way.
Built-in activism
Fairness, environment and community involvement interlaces with business models of many new startups. We are going to see more of it, in times of suppressed economical growth.
Typography
This subject is present in every new year trends for quite a time. Makes you think that designers are yearning to distinguish themselves with funky fonts, no matter what the technology cost. Keep in mind that non-standard fonts are mostly not compatible with a diversity of internet devices.
Slab Typefaces – all capital letters, bold and imposing, as in western’s ‘Wanted’ posters have their purpose and strong place as elements of design in the new year, but not as a main theme.
In new design elements trends, one very visible is QR code usage and associated digital art. Taking advantage of huge amount of information that can be crammed into such a small space, QR codes are popping up in lots of places, including small merchandise objects, real estate, business cards, T-shirts, wearables, tatoos, and street advertising. Another visible trend is metamorphism or otherwise called mutant advertising, which is using mutant human appearances to exaggerate advertised message, which is then longer remembered.
Color schemes are very utilitarian, with modern neutrals, grays accentuated with red or orange, and some blueprint inspirations. Greens are still reflecting organic influences in anything environment-related. Large imagery fills sites with lots of vibrant, stunning colors.
So there you have your 2012 work cut out – and don’t forget that facts and opinions get blurred all the time, as the only reality is our own.
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