Most companies have a particular font or typography that they use to help their customers immediately identify them versus their competitors. In recent years, designers have received a larger selection of fonts to choose from, making it easier for brands to more accurately express themselves through typography.
Typography uses one design trend across the website to lead readers to different parts of the page. For instance, The New Yorker website leads visitors from one section to another based on the typography and font sizes.
When creating your company’s brand, your choice in typography can indicate subtle hints about who you are. Are you fun or serious? Functional or informational? Regardless of what font you choose, be sure that your designer considers its applicability across browsers and computers. Choosing a font that is not supported by common browsers and computers could mean that your website displays awkwardly on different devices.
Large images such as this one do away with the concept of above and below the fold. By focusing on just the image with text rather than a CTA or social buttons, Medium creates a strong visual experience that encourages you to scroll down to read more.
Large hero images are also often placed in the background with text and other content overlaid on top, like on Uber’s website. Regardless of the approach you utilize, large images can help visually tell your story without having to rely on just text.
Videos that automatically play in the background can add a lot to a page. They can be used to tell a story and significantly reduce the amount of other content that is needed to explain your business.
Let’s take Wistia’s website, for example. When you land on their homepage a large video automatically starts playing in the background, and by clicking on the play button, you get a deeper look at Wistia:
In 2013 Apple fundamentally shifted to flat design. Simply put, flat design is any element that does not include or give the perception of three dimensions, such as shadows. Not only is flat design is easier for users to comprehend, but it can also load more quickly on websites without complicated or overly-technical elements.
Following in Apple’s footsteps, many other organizations — both large and small — have shifted to flat design. However, company’s like Uber have put their own spin on the style by adding subtle shadows and dimensions. As you can see in the image below, the boxes have an element of depth with shadows around them, without overdoing it:
It’s likely that most websites you come in contact with have a long menu of options to choose from. The advantage of this is that the menu can take the visitor directly to where they want to go. However, the disadvantage is that they generally take up a ton of valuable screen space.
With the rise of Pinterest, designers and marketers alike have become fascinated with cards. Individual cards help distribute information in a visual way so the visitors can easily consume bite-sized pieces of content without being overwhelmed.
In addition to background videos, companies are also beginning to use short product or feature videos to highlight a specific use case. These short videos are great at bringing your solution to life, while not overwhelming the visitor with a long experience that they must sit through.