2018 is fast approaching and even if you’re not prepared or ready to admit it, it’s going to happen anyway. So, what web design trends can we expect to see from the world in the new year?

A lot of the trends will just be a further development of the current ones as responsive, eye-catching websites become even more essential if you’re going to grow your business, but what else will be big in 2018?

Web design trends

Video, video and more video

Despite everyone telling us we should have video on our website it seems 2018 could be the year we finally all take it on board and move with the times.

As well as showing your businesses personality and helping you stand out from the crowd there are plenty of other reasons to use video on your website, include these from Videobrewery.com

• 90% of online consumers report that a business’ product or service video helps them make a decision to buy
• 65% of executives who watch work-related videos visit the business’ website afterwards
• 64% of people who visit a business’ website are likely to buy their product after watching a video
• Real estate listings that include a video get 403% more inquiries than those without

The average video post on social media generates a 135% greater organic reach when compared to photo post and in a time where we are all battling to be seen thanks to the latest algorithms this could be just what you need.

In 2017 90% of all content shared by users on social media was video.

So make sure any video you create for the website can be repurposed for social media. Facebook will allow you to post any length of video but you will need a shorter teaser version for Twitter

When we say video it doesn’t have to be a formal corporate video that we have all been so used to seeing, in fact, 2018 is set to see an increase in animation videos which blends static imagery and video allowing you more ways than ever to show off your brand and personality.

If video isn’t part of your digital strategy yet then you should know that Facebook, Twitter and Google are set to place more weight than ever on video – enabling you to become more visible and engage with more fans/potential customers than ever.

Web design trends

Personal images

Understandably good imagery has long been a trend of web design but 2018 is set to see us move away from stock imagery and back towards the more personal and authentic touch.

So brands will be spending more time and more money getting professional images taken, which is good news for photographers.

While we are big advocates of using authentic images over stock photos, there is and still will be a time and place for both, with image banks providing more variety, than anyone’s standalone collection.

As well as personal images the new year is also set to see brands using more custom-made interactive graphics and illustrations (which we already touched upon earlier) and they are a great way to make your website unique and help you stand out in an often crowded market place.

Web design trends

Bright, Bold Colours

When you consider the colours which have been named by Pantone as their Spring 2018 Top 12 Colour Palette, which includes Cherry Tomato, Little Boy Blue, Pink Lavender, Ultra Violet and Lime Punch, it’s easy to see that colour is going to play a big part next year.

We are fully expecting bold, bright colours to take centre stage in 2018 when it comes to web design and we can’t wait.

A change in technology is another reason why we could be about to see a change. Up until now, big brands have stuck with colours known as ‘web-safe’ colours but thanks to technological advancements 2018 will allow reproductions of ‘super-rich’ options, meaning more ways for brands to really express themselves.

Mobile first, desktop second

The rise to prominence of Google’s mobile-first approach means that a website just being responsive to tablet and mobile phones is no longer enough. Instead, websites will be designed for mobiles first and foremost yet they will also work on desktops.

Mobile phones are now the primary devices for browsing the web. Mobile web browsing has been growing steadily since 2009 but in October 2016 it finally overtook desktop use for the first time. Global mobile and tablet browsing accounted for 51.3% of all traffic and that figure has only grown since.

People aren’t just using their mobile to browse though, with the average smartphone conversion rate up 64% compared to average desktop conversion rates. (CMS Report)

That coupled with the fact that Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead, (McKinsey & Company) should mean you pay more attention than ever to your mobile experience.

Web design trends

New technology

You won’t be surprised to hear that new tech is set to dominate the trends for 2018 with all eyes on the continued emergence of AI, AR and chatbots.

According to Tech Insider, 85% of all customer interaction will happen without human assistance by 2020 and that dramatic change in mindset will gather huge pace next year as chatbots become the new go-to online solution.

Not only can they do the job of your customer support/services department they are also available 24/7 meaning your business can be answering questions, solving problems and converting customers while you sleep.

There are 1.3bn users on Facebook Messenger, exchanging 2 billion messages every month with businesses, while Messenger campaigns saw an 88% open rate and a 56% click-through rate.

We’ve heard all the talk about Augmented Reality for a few years now but it hasn’t’ quite hit the heights it was expected to, that was until recently.

The recent launch of Ikea’s flagship augmented reality app Ikea Place has taken things to a whole new level and is likely to speed up the launch of other such applications.

The free app, which is available on the App Store, lets you use your mobile phone to place Ikea products into any (virtual) space. Everything comes in 3D and true to scale so you can see if it’ll fit where you want it.

The emergence of Apple ARKit and Google ARCore is set to be a real game changer and it’s now accepted in the industry that “VR will be big, but AR will be bigger and take longer”.

A recent report published by Digi-Capital revealed that the market for mobile AR will be worth a staggering $108 billion by 2021.


We already know that just having a nice looking website isn’t enough anymore, instead, you need to be thinking how to beat the competition on every front.

So in 2018 be bold, be brave, show off your personality and embrace technology – oh and make sure your first call is to your web developers (or to us) to incorporate the changes into your website.