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    Digital Marketing

    5 Digital Design Trends for 2017

    The web is a constantly evolving and rapidly changing environment. We’re consuming content in a wider range of ways on a larger number of devices than ever before. As our digital usage becomes more and more ingrained in society and our daily lives, websites adapt. As designers, developers and marketers respond to these changes in demand, innovation and experimentation pushes the industry further. As part of our ongoing work in the field, we’ve gathered 5 of our predictions for digital design in 2017.

    1. Age Responsive Design

    Websites built to adapt to a wide range of devices have now become the norm. Responsive design ensures every visitor can access a functioning website regardless of screen size or orientation. 2017 could be the year we begin to adapt to the personal needs of digital users. As designers and developers have access to more user data, expect to see websites that respond to the individual on a much more human scale.

    Advertisers have been utilising demographic data for years, so it stands to reason that websites should follow suit. Websites that cater better to the needs of the perceived age group of the visitor are a real possibility. This has the potential to produce much more rewarding experiences for the end user, regardless of tech ability.

    In the early stages of this emerging design trend, expect to see fonts, navigation menus and control buttons that become clearer for older users. We could also see changing colour palettes and content for younger visitors. As digital design becomes more personal and humanised, this trend could go beyond age into deeper browsing preferences and marketing data.

    2. Less Stock Imagery

    2017 looks set to be the year the classic stock photo dies. As designers try to create more authentic experiences, staged shots of a diverse, smiling workforce will decline in popularity. Expect to see a move toward more candid and close to life photography, and a rise in unique animation.

    At Cefar, this is something we considered with our new website. We wanted to convey not just what we can achieve, but who we are. With this in mind, our website hopes to show our visitors the real driving force behind our business.

    bad stock photo

    No.

    3. Mobile-First Design

    The year of mobile has been and gone. Mobile is now the dominant traffic source online and it shows no sign of slowing up. As handheld devices continue to grow, many designers are choosing a mobile-first approach.

    Designing for mobile is nothing new. Many key influencers in the design industry are touting this strategy as a better way to approach design. Mobile often forces designers and writers to make serious decisions about the layout and content of a website. By considering the smallest screen first, it is possible to narrow down both the written and visual message of a website to the core. Greater content then be added in as a luxury on larger-screened devices when available, leading to a leaner and cleaner design process.

    4. More Video Content

    The use of video online is nothing new, but 2017 could well be the year it breaks through as a dominant form of content. Versatility makes video a strong method of communication for designers, storytellers, and marketers.

    Video is also becoming a prominent format on social channels, making it commonplace to viewers. Being a widely accepted and easily accessible medium, it is a trend that has all the hallmarks of breaking through to dominance.

    We predict that the use of video on websites and in marketing in 2017 will rise. Not just because content consumers become accustomed, but because designers and marketers will not want to miss out on this rising trend.

    5. Parallax Gets Good

    Like video, parallax scrolling and animation isn’t new, but this year it will come into maturity. Say goodbye to excessive wipes, fades and zooms and hello to thoughtful and inspiring animations. Digital designers are beginning to find new ways to deliver great experiences alongside attractive animation. Born out of experimentation and feedback, parallax scrolling is now being used to deliver great content without going over the top.

    Expect to see parallax used with much more restraint and creativity. It is a great way to highlight key content or to provide a more immersive online experience. For an example of the subtle approach, check out our case studies 😉

    If you would like to speak to us about on-trend digital design that delivers on your business goals get in touch.

    Feature image a screenshot from an upcoming film on the history of graphic design.