As a digital agency, we invest a significant amount of time in keeping up with what’s happening in the world of digital design – from websites to mobile apps and digital advertising.

Our focus is always on ensuring we can provide our clients with fresh technologies and design approaches – where it is appropriate for achieving their business and marketing objectives of course.

Introducing the best current UX and UI trends means we can produce a website that looks amazing, is intuitive and engaging for customers to use, and also delivers results for the business.

Let’s take a look at some of the web design trends we’ve noticed and think will be of value for 2018 and into 2019.

Integrated graphics

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Animations in web are nothing new of course – in fact they have been around for more than a decade.

There was a time when Adobe Flash based animations were the “go to” tool for advertising agencies in particular who didn’t want to be constrained by the requirements of html or a content management system.

With the introduction of HTML5 and SVG, today’s animations can look truly fluid and have the ability to enhance site engagement. Impatience is a major consideration for online browsing behaviour today so flow is everything.

Animations or simple visuals such as icons can work wonders by introducing movement to an otherwise static design. Animations are great but also need to be carried out with care.

Vibrant, saturated colour schemes

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Over the last 12 months, we have seen an increase in the use of bright colours online, especially from the marketing giants.

This is in part due to developments in screen technology and resolution – giving a much crisper and more vibrant onscreen experience, as well as the on-going demand to create visually high impact and engaging imagery.

We are also seeing a significant increase in the use of gradient colours.

In previous years, we saw low quality results due to lower screen resolutions and the need for files to be smaller due to loading time issues for higher resolution.

Considerate design

Today’s most successful websites and apps provide much more than relevant information in an easy-to-consume format.

They create an intuitive experience that reduces friction and saves time for visitors to the site.

Time is of the essence for success in both mobile and desktop environments, and the toolset Google provides to monitor site speed factors reinforces this truth further.

Designs that help deliver a fast, intuitive user experience, while also supporting business goals are essential for any business focused website going forward.

A great website will have the following:

Clear navigation

It’s possible to create clear navigation by using the most popular/familiar navigation patterns along with good information architecture.

Context-specific information and features

Providing only the most relevant information and features on each step of the user journey.


Guidance can be found in many different forms, starting from direct suggestions to delightful nudges (small rewards that alter a user’s behavior in a desirable way) delivered in the form of micro interactions.

Anticipatory design

Anticipatory design tries to anticipate a user’s needs and serve them the best possible experience.

If you would like to discuss how we can incorporate these top trends into your digital presence, get in touch with us.