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Written by
Toon van der Lely
With 2023 in the rear-view mirror, many marketing agencies are looking ahead. What will 2024 bring? What trends do we see? And where can we start making a difference for clients? As a creative agency, we too keep a close eye on design trends and developments. In this blog, we look at trends of 2024 that we expect to have a strong presence in the field of web design. Because how can we, and you as a company, still stand out among all this online violence?
Movement attracts and holds our attention. How often do you catch yourself endlessly watching TikTok videos or Instagram reels. Exactly, video and movement does something to us. We are curious about what is to come and like to be surprised in it. This principle actually works the same way for web design. Moving elements and interactions such as scroll animations, icons that change when you hover over them or page transitions in many cases give that extra sauce over a website. And that works quite nicely anyway.
The revolution in web design is not just about static pages. It's about interaction and experience. Your website has long been more than just your company's business card. It is an extension of who you are as a company. And to convey that feeling even better, an interactive website contributes to this. A design that moves with you.
This trend is driven by user behaviour and technological solutions that are increasingly readily available. And it is definitely a component to implement, as (fun fact) more than 80% of users prefer websites with interactive elements and motion effects. This approach increases engagement, which is essential at a time when users have a shorter attention span. Make sense, right?
Moreover, to reinforce this fact, research shows that 94% of first impressions of a website are related to design aspects, of which motion effects and interactivity are an important part. And given that (almost) every company today has a website, this element is, in our view, an important development to go along with. Especially if you want to be different and stand out.
A good story makes everything better. We are captivated by the unknown and are only too happy to put ourselves in the shoes of a good story. That is why stories are increasingly made available digitally. And no, not always in fairy tale form, but in the story a company wants to tell. Think, for instance, of annual reports, a positioning, a campaign or the launch of a new product. Digital storytelling draws the user into the story.
Digital storytelling is similar to trend interaction and movement. But before explaining this expected trend, it is necessary to understand what digital storytelling is. Digital storytelling is about more than storytelling. Digital storytelling attempts to convey a message to the recipient by making this story interactive, engaging and surprising. Storytelling offers an immersive brand experience, which is enhanced by the experience it provides.
In addition, digital storytelling is a powerful tool for building a (stronger) bond with your target audience. For many companies, it can be the key to getting their brand message, product or story across in a way that resonates with target audiences and creates engagement. A recent survey found that 87% of consumers are more likely to buy from a brand that shares their stories.
Digital storytelling will add an extra dimension to a product and the story tied to it. We therefore expect a change in the design of e-commerce, although this depends on the brand positioning and the product one offers. By using interaction, people experience the product online before they actually buy it.
There is no getting around it. AI has made a huge leap in development, technology and applicability by 2023. In addition to text generators, such as Chat GPT, there are now a host of tools that will help develop web design. In our expectation, AI will take the lead in basic web design. Using AI in web design reduces the time needed to put away a base. Consider wireframing or concept designs.
But AI is also already widely used for generating content for in web designs. There are a host of image generator tools, such as Midjourney, for example. Tools that convert images into video and tools to optimise the textual content on your website. Handy! But personalising user experiences, if it is up to us, will still be done by the input of creative. Thankfully.
Ever heard of the Bento Box? Yes, it's also a Japanese lunch box, but we don't mean this one. Within web design, the Bento Box is a structured and uncluttered way of presenting content. And this is crucial for good web design. In fact, a clear content structure increases user engagement by around 70%. In this, the Bento Box design is a trend that we see developing further in 2024. It makes it easier for visitors to navigate and quickly find what they are looking for. You will probably recognise this design method from Apple.
Bento Boxes show up well on landing pages and distribute content in bite-sized portions, perfect for quick message delivery. We will also see this application a lot in portfolio web designs. It allows for extensive presentation of creativity in a single viewport, ideal for the visitor!
A trend that appeals to us and of course; Less is more. Minimalism is not just an aesthetic choice, it is a strategy. And for good reason. More than 50% of users appreciate a simple website aesthetic. Why? It's easier to navigate and less distracting. In many cases, it also contributes to the presentation of a product. This shows up better in a minimalist design, makes the product more stylish and has something of lux. Examples include (again) Apple, Sonos and Rolex. Minimalist design with clear typography and sufficient white space provides a better user experience and improves the focus on the core message. A study shows that websites with minimalist design can increase conversion rates by 33%. So you see, less can actually lead to more.
What we know for sure is that the world of web design is not standing still. These trends are more than just aesthetic choices; they are based on user behaviour, technological advances and the need for interaction. It is up to us as a creative agency to embrace these trends and evolve them into unique and engaging web experiences for our target audiences. If you would like to know more about these trends or are curious how we can incorporate the 2024 trends into your website? Then schedule a session with one of our creative designers.
