12 Design Trends to Incorporate into Your Web Development and Marketing

In the modern world, flawless design and functionality of digital assets – including your website, social media content, and marketing materials – is essential to maintaining customer engagement. A top-notch product or thoughtful blog post will be overlooked and invisible if hosted on a site with a poor user experience. To that end, it’s important for web developers and marketers to keep abreast of the latest trends and consumer expectations. Members of Forbes Agency Council offered their take on popular design trends popping up in this space and how you can incorporate these trends into your branding.

Images courtesy of AFC members.

1. Video that turns websites into channels

Video has been used in website design and development for years, but it’s quickly becoming an increasingly important element. Why? Tale. Your website has 10 seconds to grab a visitor’s attention and engage them with your site content. Video helps you tell your story in an emotional and engaging way. Additionally, 65% of people are visual learners; people want to watch, not read. – mike liberman, Square marketing 2

2. SEO Landing Pages

Historically, SEO landing pages were large chunks of text, meant to satisfy search algorithms. We are seeing more and more SEO landing pages with advanced design elements. Now that Google is placing more emphasis on user experience, marketers can no longer expect these text-heavy pages to rank. People only read about 20% of a page, so use design elements to choose that 20% and guide the visitor. – Adam Draper, Gladiator Law Marketing

3. Google Fonts

Google Fonts are free and open source. They allow you to bring unique typography in over 135 languages ​​to websites. Incorporating these fonts into your websites will go beyond showcasing your brand personality; they will also improve the loading time and performance of your site. – Ahmed Kareh, Twist Lab Marketing

4. Mobile Friendly Design

Mobile technology is revolutionizing the way we do business today. From mobile app strategies to customer preferences driving mobile commerce, innovation is creating the future of global commerce. For eCommerce websites, mobile responsive designs ensure maximum accessibility for mobile device users while providing a seamless digital experience. – Solomon Timothy, OneIMS

5. Buy buttons

With the expiration of Amazon’s one-click shopping patent, marketers will have the ability to implement more seamless shopping experiences. The “buy” button and order flow will become even more important to closing a sale. – Kieley Taylor, GroupM

6. AMP Pages

Whether you are a publisher or a local business, your website should have Accelerated Mobile Pages (AMP). This will help you get more traffic because AMP pages are rendered first for mobile experiences. – Tom LaVecchia, MBA, X Factor Media

7. Big, Bold Hero Images

We’re seeing more and more companies turn to big, bold design elements, including hero images and videos accompanied by geometric typography. Even B2B companies in manufacturing and in-vehicle technology want a clean yet bold design. – Lisa Allocca, Red Javelin Communications

8. Active chat sidebars

Live chat and chatbots have entered the market, and the bottom right corner of a website becomes a predictive location to place a chat interface. Many tools actually embed ongoing communication records when a sidebar opens, making it easy for visitors to see who they last spoke to with a history of the conversation. – Douglas Karr, New DK Media

9. Interactive experiences

Consumers have high expectations. So be ready to deliver from the moment someone visits your site all the way through the sales funnel. The experience someone has with your brand should be interactive and provide consumers with ways to engage and connect in a meaningful way. The more demanding and impatient consumers are, the more the design will be geared towards an experience that will set you apart. – Katie Harris, Point solutions

10. Minimalist Design with Useful Content

The concept of “clean” design has been popular for years, but clean has recently reached new depths, with many sites bordering on minimalism. Sites like MailChimp and Apple are great examples with lots of white space, splashes of color and simple fonts. Marketers need to strike a balance between beautiful design and useful content to get the best results. – Mario Medina, media madison/miles

11. Accessibility of web content

Thankfully, this is finally getting the attention it deserves. Websites have so often ignored users with hearing, visual and other disabilities. If your site doesn’t conform to the Web Content Accessibility Guidelines (WCAG), prioritize it in your web development queue. An added bonus: Many of these updates, like alt text, will also help your SEO efforts. – Julie Howel, postal


It took teams a while to really embrace it, but there’s no doubt that HTML5 has effectively eradicated Flash. It’s powerful enough to run 3D games in your browser, play a video without a file loaded, or just create an amazing interactive web experience. A simple way to incorporate this trend could be to create a simple mobile game – something a user can actually engage with. – michelle africk, inmoji.com

James S. Joseph