Web layout can be maturing, but it’s nonetheless concern to fads,

trends

 

models, and whims.

If we are lucky, who knows, some traits would possibly simply be person pleasant.

So, what’s coming in 2018? Here are some predictions…

(And consider that subscribers can download our User Experience & Interaction Design for Mobile & Web Best Practice Guide)

1. The dying of flat design
In our UX tendencies for 2018, Will Grant of Proteolytic says he hopes “to see the tide turn again against flat layout and a go back to (diffused) visible affordances in UI throughout the board.”

As early as 2014, Co.The design turned into asking “Is flat design already passé?” And this 12 months designers are all speaking approximately drop shadows and gradients once more, the affordances that Grant talks of.

Indeed, a examine by Nielsen Norman Group in 2017 showed that customers took 22% longer to navigate via an ultra-flat layout.

Flat design

2. Video
I’m now not exactly setting my neck on the road in predicting video will be large. It already is. From media websites that are pivoting to video, to extra ephemeral video on social networks, and video in website design – it’s everywhere.

A video, but, stays a piece of a controversial web layout detail to a few UX experts. Especially in e-commerce, it may be visible as a distraction, lumped within the identical class as vehicle carousels (simply study the feedback on a previous article approximately video backgrounds).

However,  design as constantly, web the usefulness of video trends 

web

 

on what the iternet site and designer are trying to acquire. I nonetheless consider hero/background video has a place on the laptop – as an example, click on through the GIF beneath to visit the brand new Barbican internet site (launched in late 2017) and I defy you to mention the video heritage doesn’t bring the size and splendor of the Barbican’s architecture.

Barbican

Away from backgrounds, John Moore Williams writing at the web flow blog highlights the application of the <video> HTML element. Williams says:

It can slip seamlessly into the design…

It stays extremely high first-class…

It may be looped to…Repeat for people who need it

Check out the web flow homepage and you could see an instance of this, captured in the GIF underneath. As I scroll underneath the fold, there is a video element displaying me what the software looks like in action. As Moore says, the beauty of video is its ability to “bring complex records” – honestly a top notch device for B2B websites, as an example.

Webflow homepage

3. Subtle scrolling effects

Parallax scrolling has been and gone, with many designers

 

 

recognizing that sluggish load instances and a bad impact on usability constitute too high a rate to pay for the impact.

But that does not imply there can not be joy in scrolling. One of my favorite examples is using a connected history image that doesn’t scroll with the page.

Sticking with the Barbican internet site, you can see an instance under. Okay, it’s perhaps now not the first-class example, given the white textual content is not the perfect to read, however, the impact really has an effect.

Barbican scroll

There’s every other outstanding couple of examples on the Made by way of Many homepages.

This is likewise a fashion we might also see more of in digital advertising, with the scrolling layout already pretty nicely established and the use of comparable principles to trap the attention of the viewer.

Below are multiple examples, one on mobile (through the IAB) and one on a desktop (through Sizmek’s library of ad formats).

Scrolling advert layout on computer

This format is visible as a positive revel in for the person, in that they get to manipulate the screen (and disappearance) of the advert, and therefore it doesn’t impose as a lot as a sticky ad may.

There are parallax scroll ad formats, too, which aren’t assorted, though they do take longer to load and are arguably a little more disorienting.

Four. Death of the ghost button
Arguably this isn’t a massive deal, however, I experience forced to deal with it, given the ghost button is one of the web layout trends we’ve got trumpeted in previous years.

Christopher Ratcliff rightly pointed to the increase in ghost buttons at the end of 2014, regarding them as “not pretty a name-to-action. Perfect for designers now not wishing to muddle their sites with albeit important navigation.”

Unfortunately, this proved to be too correct a description i.E. These buttons sincerely don’t name the user to movement.

A fantastic weblog post via Bartholomew Fish info the provenance of ghost buttons (coming out of flat design) and suggests some fairly missable examples.

The problem is that ghost buttons do not provide enough comparison while located over busy imagery or textual content. Similarly, if button textual content color is just too much like historical past image color, there can be an evaluation difficulty.

The end result may be a 20% lower in clicks, in line with some studies unique in Fish’s blog publish.

Ghost button

Below are multiple examples, one on mobile (through the IAB) and one on a desktop (through Sizmek’s library of ad formats).

Scrolling advert layout on computer

This format is visible as a positive revel in for the person, in that they get to manipulate the screen (and disappearance) of the advert, and therefore it doesn’t impose as a lot as a sticky ad may.

There are parallax scroll ad formats, too, which aren’t assorted, though they do take longer to load and are arguably a little more disorienting.

Four. Death of the ghost button
Arguably this isn’t a massive deal, however, I experience forced to deal with it, given the ghost button is one of the web layout trends we’ve got trumpeted in previous years.

Christopher Ratcliff rightly pointed to the increase in ghost buttons at the end of 2014, regarding them as “not pretty a name-to-action. Perfect for designers now not wishing to muddle their sites with albeit important navigation.”

5. Sticky Nav
Sticky or fixed navigation, such as header menus that comply with you (or stick in the vicinity) as you scroll down a web page, is not mainly new. But as retailers redevelop their e-commerce websites, it is a design characteristic we are seeing more and more of.