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Design Trends 2019

Design trends are constantly changing. Some of them resonate with the audience and develop, while others remain only an experiment. Generally speaking, a trend appears as a reaction against monotony in a particular niche. That’s why we’ve picked up our favorite 5 design trends of 2019 and reasoned why they are worth your interest.

Brutalism


Brutalism is slightly similar to minimalism in its global goal but has an entirely different aesthetic language. These design solutions attempt to look raw, haphazard and almost punk. The critical point of brutalism approach is its honesty. It’s seen as a reaction against artificiality and relies on the functional design elements.

Very often bold brutalism design samples follow readability and legibility standards. Huge buttons and contrast combinations intend to catch our eye.

The first adepts of web brutalism were progressive studios and art museums websites. Now the trend is moving towards the mass consumer and take over the product.

Brutalism has the power of evoking the emotional response. While the mechanisms of conscious attention remain unrevealed, one thing we know for sure: emotions attract our attention. Events filled with emotions are available in our memory for a much more extended period and in greater detail. Therefore, we are more likely to remember the contrast and deliberately bold resource than its more traditional competitors.

 

 

Typography


A few years ago the expression “Tiny text” was used in the meaning of “Pretty text.” Nowadays things have changed. We consider large and readable fonts with a strongly pronounced decorative character relevant. The text today is not only a unit of meaning, but it’s also an integral design part.

Focus shift towards typography can be explained by the relatively low production cost. Content generation is a costly process. It requires money and time resources. Choosing typography as the design basis, we follow the path of least resistance. It’s much much faster and cheaper to pick up a font-family than order illustrations or conduct photoshoots.

Of course, there is an option of stock content. But in this case, you have to deal with the fact that your product is no longer unique. With a certain amount of money can make you a content owner. We believe, that content uniqueness is one of the main factors shaping its value. Increasing the offer uniqueness has a positive effect on product perception and vice versa.

The second reason for the popularity of typography on the web is the influence of mass culture and print media. Traditions of our colleagues from typography seem to be fresh on the internet, if not innovative.

 

 

3D


A few years ago, the phrase “Design like Apple has” became a collective noun and meant a standard of beauty and quality. Now minimalistic design is fading away. Technologies have become more difficult. Clean and intuitive interfaces only cannot reach users love and loyalty. The greater competition requires businesses to seek fresh solutions continually.

Parallax trend got a logical continuation – transition to the 3D world. There is no need to simulate the 3D effect. Computer powers can reproduce it with the help of the frontend libraries. A new dimension has given designers and developers a free space for creativity.

In 1989, Jacob Nielsen wrote that modeling 3D space on a 2D monitor with a 2D mouse isn’t reasonable. Eleven years later, we’re still far from an instrument, that allows a significant technical leap forward. Web 3D illustrations are used as visual support for the main content. But since there is interest in the area, technology is coming.

 

 

Interactive


According to research, an average user perceives only 28% of words during a single web site visit. The 20% figure is mentioned in the article as more reasonable.

Because of the similar content, people learned to skim through watery texts in search of fresh ideas. We do not read the materials, we scan them, and this is an acquired skill. People had to develop it to counter the massive amount of mediocre content on the web. If earlier research talked about 5-6 seconds that a user spends on a resource, evaluating its utility, then the latest research Nielsen Norman Group showed a disappointing figure – 4 seconds. One of the ways to detain visitors on a resource – is the use of interactive elements.

Netflix – a first significant player who brought an interactive engagement on a broader market. Black Mirror: Bandersnatch film allows the viewer to influence the course of events. Everything is straightforwardly implemented on a Netflix platform. Firstly the multiple instructions explain to a user how to make decisions during the episode. The popularity of the interactive is due to the human inclination to the game. We do not know what would be the “winnings” of the movie scenario, but we intuitively strive for the “best” of options. We will meet win.

Game theory is based on the central principle, that you have to put yourself in the place of another player.

The second player, in this case, were the writers of the series. Viewers tried to predict which chain of events would be triggered by a specific decision.

The average viewing time for a Bandersnatch movie is 90 minutes. The introduction of interaction engagement has increased the presence on the Netflix platform up to 150 minutes.

 

 

Experiments with composition and proportions


Our experience, more precisely, our memory daily determines what to pay attention to. Content in Web is often monotonous, so our ability to notice details and analyze units of meaning decreases. We are switching to an energy-efficient mode of information consumption. By representing an unusual or rare stimulus, we control the attention of the user and thereby generate interest.

Most of us are somehow connected with the creation of something. We invent, design, develop or process information in a new way. Everything new attracts attention well, and in the business world, it usually means profit. Experiments with composition and proportions are justified, and in a competitive market even necessary.

Summary

Do you have to hurry up to make changes to corporate sites and corporate identity, trying to keep up with the trends? In our opinion – no.

Design trends are controversial. What was recently called a masterpiece today can quickly become an object of criticism? How can “corners and bends” and “roundness”, “minimalist” and “maximalist” design styles in be in trend at the same time? Meanwhile, such headings are all over many of detailed design trend reviews. Everything that sells well will be at some point trendy and desirable.

Let’s now distinguish between the concepts of “trend” and “tendency.” Trend – this is the first blank shot — a draft in writing terminology. The Tendency can be called a fixed direction. It’s able to determine the vector of development of a whole niche for several years. Sure you can glance at trends from time to time, but not get carried away.

At Nextpage we came up with our own internal rule considering trends in general: design should make the product stronger. Our values are user friendliness, technical support, and common sense. Prevailing tastes are capricious, but the thought of taste and proportion is eternal.

Jegor Walowski

Nextpage
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