10 Trends in Web Design

Every year, the web design market is shaped by different trends – at one time Flash websites dominated, later static ones, and after them came the era of chatbots and mobile responsiveness. In 2020, the top trends will include voice search, dynamic interfaces, and push notifications. Brandwise (AdWise Group) analyzed the solutions that will gain popularity in the coming months.

1. Modular Websites

Today, we can safely divide the web design market into several segments. First, website builders. Cheap to use, limited in their capabilities, offering narrow options for integration with other software. Second, interactive agencies that tailor solutions to order, which however comes at a price. In the middle, we find ready-made templates serving as a kind of compromise for those who expect something more than a site from a builder, but whose budget doesn't allow them to commission a professional agency or specialist. I believe that in 2020 we can expect the emergence of a new category, so-called modular constructions. – Łukasz Świrgał, CEO of Brandwise (AdWise Group)

Modular Websites

Custom-designed websites will be built from pre-prepared modules that will only require styling – like a builder with a concierge who advises and guides the project. This will make it possible to save time on preparing a site and to lower the budget needed to launch it.

2. Chatbots Are Coming Back

Chatbots Are Coming Back

A few years ago, chatbots flooded the internet. However, because the technology was imperfect, they were more often a tech curiosity or a toy rather than an actual solution to a problem. Today, in the era of developing artificial intelligence, this is set to change. According to research carried out by Gartner, over 85% of customer interactions will be automated.

3. Faster and More Mobile Websites Thanks to AMP

Faster Pages Thanks to AMP

AMP stands for Accelerated Mobile Pages, a set of rules for website HTML code created by Google in October 2015. Google data indicates that using AMP can speed up page loading by as much as 85%. Today this is particularly important given the gigantic consumption of the internet on mobile devices and the fact that page loading time significantly affects its SEO value.

This is a fast-growing trend popularized by solutions such as Siri, Google Assistant, or Amazon's Alexa. Until recently, this was a native functionality of a specific application, but today voice search is decidedly entering online search. Internet users are becoming more and more convenience-oriented. Google claims that in 2019, as many as 20% of mobile searches were voice searches. According to research conducted by wix.com in 2016, it is estimated that by the end of 2020, every other search will be done by voice.

5. Dynamic Interfaces (Motion UI)

Dynamic Interfaces (Motion UI)

The primary challenge faced by a web designer is to capture and hold the attention of visitors. The more interesting a website is, the easier it will be for us to engage internet users.

The creators of The Atlantic came up with an interesting idea for how to respond to this challenge. Experts point out that such a dynamic page construction is meant to make it more interesting for the average person. Personally, I have very mixed feelings. In my assessment, the solution is effective and captures attention. With longer use, however, it may seem irritating. So the creators have something to work on – assesses. Łukasz Świrgał, CEO of Brandwise (AdWise Group)

6. Progressive Web Apps (PWA)

Progressive Web Apps (PWA)

PWA itself is nothing new. However, it is worth paying attention to this application because of its growing popularity. What is it? It is a solution that allows replacing costly mobile applications, which are usually written for several popular platforms, with a web application. Thanks to PWA, the user uses the functionality of a mobile browser but has the impression of using a native application. Assuming that in 2019 as much as 65% of purchases will be made online (data from statista.com), PWA may become a leading tool for ecommerce businesses, information platforms, and all those considering introducing a mobile application into their offer who cannot afford the budget for it.

7. SPA, or Single Page Application

The growing popularity of SPA results directly from the high efficiency of web applications that this solution offers. The most popular SPAs are well-known services: Facebook, Gmail, Google Drive, and Google Maps.

8. Blockchain Technology

Why is it so popular? First, it is a relatively secure currency system, resistant to cyberattacks or technical errors. Second, it is very fast. However, what distinguishes it most is anonymity and the fact that it is not covered by certain legal regulations. This means that cryptocurrencies are moving beyond the sphere of investment and becoming an equal means of payment. In Poland, we can pay with cryptocurrencies for, among other things, food ordered through the pyszne.pl platform. Administrators and designers of ecommerce websites should seriously consider including this technology in their areas of interest.

9. PUSH Notifications

Today they are no longer only the domain of mobile applications; Gmail, Facebook, and many, many others already use them. Currently, they are an excellent tool for capturing user attention and reaching them with a specific message. The longevity of this trend will be a direct derivative of the intensification of these activities. Just as 20 years ago banner formats were popular, the more intrusive they were, the shorter they "lived."

10. Dark Mode

After the era of noise on the internet, when websites served us flashing, playing content that could not be closed because of "running crosses," the time for change has come.

Today, automatically starting music when a page loads is not well regarded. However, we are going one step further. The DARK MODE version on websites is meant to make our eyes less tired when we browse a page in a dark room. – Łukasz Świrgał, CEO of Brandwise (AdWise Group)

AdWise Group is a marketing group bringing together three entities: Brandwise, Animise, and Kancelaria Bil. Brandwise is an integrated marketing agency specializing in effective communication and creating unique marketing tools.