2017 Trending Web Designs
A shift back to basics. Explore the web design trends that defined 2017, from the move away from flat design to the rise of imaginative typography and animations.
For a long time, we kept adding things to our sites: sidebars, headers, pennant advertisements, pop-ups, and social networking catches. These elements have often ended up cluttering our websites and taking up valuable real estate, moving the focus away from the heart of the page: The Content.
In 2017, websites started moving back to basics. Placing more emphasis on content became the priority, whether that meant removing diversions or simply minimizing their footprint.
Goodbye Flat Design
Flat design, once a fresh update, eventually led to a sea of identical-looking websites. When every site applies the same theory (like early Google Material Design), very little separates one brand from another. In 2017, designers began pushing for more imaginative and creative layouts to break the "flat" monotony.
Imaginative Heading Styles
We started seeing a departure from simple, centered sans-serif headings. Innovative heading styles—unique placements, varied typography, and even removing headings above the fold—became a way for designers to experiment and stand out.
Sophisticated Animations & GIFs
Animations became more prevalent as a way to show how things work or to reveal meaningful content. While GIFs have been around forever, 2017 saw them become more sophisticated, alongside SVG and CSS animations that achieved unique design elements without the weight of video.
Hand-Drawn Elements
An increased use of hand-drawn elements—fonts, icons, graphics, and buttons—brought a unique, human touch to websites. This was a refreshing change from standard, pixel-perfect design elements that had become common.
Focus on Landing Pages
As content marketing matured, the focus shifted from just the homepage to dedicated landing pages. Marketing efforts became more targeted, directing visitors to pages entirely crafted for their specific needs, which naturally increased conversion rates.
The year 2017 observed some extraordinary site designs. While these trends were powerful, the best advice remains: pick and choose what works for your specific organization. Trying to do too much can diminish the UX of your site. Be selective, be watchful, and most importantly, be innovative.