05 Sep 5 Website Design Trends You Should Know Before 2016

Keep up with the ever-changing web design trends.


By Kat Nowotny

One of the reasons we love web design so much is the fact that the field is almost changing. A page that was considered beautiful just a couple of years ago may now seem woefully outdated, requiring firms like us and clients like you to constantly remain on their toes and watch out for the ever-changing website design trends.

But we don’t look at that as a problem. It’s a fun challenge, and one that allows us to take advantage of new concepts to make sure that websites like yours will continue to look beautiful and modern. Just to give you an overview, here are some current trends in web design in 2015, which you should definitely be aware of and implement into your site before the end of the year.

1) Mobile Optimisation

In the age of Google’s “Mobilegeddon” update, mobile-friendliness is no longer optional. If you work in marketing, you may have heard of the major event earlier this year, when marketers around the world panicked over the search engine giant announcing that it would rank mobile-friendly websites higher than their non-optimised counterparts in search results.

In reality, Google’s announcement should not have come as a shock. After all, the corporation always seeks to put user satisfaction at the core of its offerings. In a world where mobile internet usage has begun to exceed its desktop counterpart, adjusting mobile searches to account for this surge makes perfect sense. It also means that your website should provide a flawless mobile visitor experience, both to rank more highly on Google and to increase visitor satisfaction.

2) Flat Design

For a media organisation like ours, it can be fun to watch the cyclic pattern of design trends. After years of websites becoming more involved and ornate, we are now moving back into a philosophy that emphasises “flat” designs – minimalist websites without the illusion of depth.

Designing your website according to this philosophy means being able to focus on what matters most, both for you and your visitors. Studies on the subject reveal that the words most people think of when encountering flat websites are “simple,” “modern,” and “clean.”

3) Scrolling, not Clicking

Digital marketing veterans may remember a time in which “the fold” (and old newspaper term) was a prevailing web design concept. Common wisdom was that the vast majority of visitors only read what they can see without scrolling, so all important content should appear in the top part of your individual web pages. Many businesses even went so far as to design websites that required no scrolling at all.

But we’re in 2015 now, and a lot has changed. For starters, recent research shows that the majority of visitors now spend most of their time just below the traditional “fold,” while their engagement with a page significantly increases as they scroll. In addition, Google’s algorithms now rank websites with fewer pages that receive higher individual engagement rates above those with many pages that don’t get that type of activity. That’s why you should design your website to scroll, not click.

4) Visual Dominance

In 2015, pointing out the importance of visual elements on your website seems outdated. But it remains true regardless: visually-oriented pages will always outperform their text-based counterparts. Consider this: on average, your visitors will take about 0.05 seconds to determine whether they like your page or not. They certainly can’t read text during that time. But because the human brain processes visual information 60,000 times faster than text, your visuals to make a difference.

None of the above is news in 2015. But it relates directly to what we’re about to tell you: as we move toward the end of this and into next year, incorporating visuals of all types into your website has become easier than ever before. You can include full screen background images, large embedded videos, and much more to ensure that your visitors get the best possible experience. In the always-moving world of web design, it makes sense to jump on these possibilities before your competitors do.

5) Typography Matters

Does the above trend mean that text no longer matters? Absolutely not. In fact, marketers are increasingly beginning to realise that the right typography can matter just as much. Using the right size and font on your website ultimately plays a large part in determining its aesthetic quality; but even beyond that, it can impact its performance as well.

KissMetrics published a great article a couple of years ago that urged marketers to consider typography in their web design efforts, suggesting that doing so can significantly increase conversion rates. In 2015, your typography should be well-choreographed with your visuals, responsive to adjust for screen sizes, and coherent with your marketing message.

Is your website prepared for 2016? By staying up-to-date with current design trends like mobile optimisation, flat design, scrolling behaviours, and visual and typography possibilities, you can go a long way to make sure that your website remains beautiful and accessible to your visitors.


Mobile-friendly update
Flat Web Design
Visual Storytelling


  • Mobile Optimisation
  • Flat Design
  • Scrolling, not Clicking
  • Visual Dominance
  • Typography Matters

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