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2018 Web Trends

2018 Web Trends – Part II

Strategy, Digital Marketing

Our last post about 2018 web trends covered site security, accessibility compliance, mobile-first web development, and the use of animations, but there are many more factors to consider when building a new website or revamping an existing one.

Here are a few new, trending techniques to consider on your next web design project.


UX experts argue that text is one of the most important aspects of website design. The font type, size, layout, and choice of words used in your text must be well thought out for best results. Some text-related trends include:

  • Bold Text

Bold Type ExampleWhen done with strategic intentions, the use of exaggeratingly bold text can be powerful and impactful for a brand.  While it won’t work for every type of organization or message, it can be an effective way to make your company, brand, product or message stand out.

  • Minimal Text

When we think of website text, we often think of multiple-word headings, short paragraphs, bullet points, and similar text structures. However, one trend that has recently become popular is using only the bare minimum of text required on a website. This technique is based on the premise that, by only using text to accompany images and call-to-actions when absolutely necessary, the power of those words becomes much stronger.

  • Unique Fonts

There are many fonts that web design professionals have long deemed to be “web-safe,” while other fonts are known to be potentially unappealing and/or ineffective when used for website text. However, today’s web users are becoming more accepting of unique fonts, including new and custom fonts that may have been frowned upon in the past. It’s still important not to get carried away when using fonts that are slightly more difficult to decipher, because the text on your website, after all, is meant to be read.

  • Text Direction

We intuitively read from left to right, but that doesn’t mean you can’t have a little bit of fun now and then, especially if you are a fun, trendy brand. While placing backwards and upside-down text on your website might be taking it a bit too far (depending on your goal, of course), switching up horizontal and vertical text here and there isn’t necessarily taboo. Used sparingly and purposefully, this trend can be quite captivating.

Background Design

The background design of your website also plays a vital role in user experience. Some modern design techniques we’re seeing include:

  • Shapes

When coupled with clean and simple web design, adding shapes and other minimalistic designs can make an otherwise plain page stand out. It may seem like a novice design trick, but adding simple circles, lines, triangles and other patterns to website background or the text itself can really spice up your design.

  • Vivid Colors

Sometimes the text itself can be extremely simple, while the background contains a vibrant, vivid and almost distracting color scheme. When done well, users ultimately end up focusing on the key messaging after they’ve digested the impact of the powerful background colors.

  • Videos and Gifs


While chaotic or busy background cinematography can take your viewers’ attention away from your brand messaging, sometimes it works to amplify your message instead. By strategically complementing your messaging with short and digestible video clips or Gifs, you can often make a longer-lasting impact on your viewers.


  • Illustrations

You can get more authentic or unique when using illustrations to tell your story. The great thing about using illustrations as part of your web design is that they don’t have to be overly sophisticated to get the job done. Illustrations work well when trying to portray your brand identity and personality without having to spell it out for your audience.

It’s All About UX

At the end of the day, it’s important to remember that the key to successful web design and development is to center efforts around maximizing user experience. A recent Vitamin T infographic states that, “68% of visitors fail to convert because they don't think you care about their experience.” Show your target audience that you care, and you’ll be setting your business up for success.

Ready to Try Something New?

Do you want to build or transform your existing web presence into a more impactful representation of your brand and message? Contact CommonPlaces today to get started.  

Kendra Bassi

Chief Operating Officer

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