Adam Fisher
31st October 2018 - 5 mins read
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o, we’ve boiled these trends down to the ones you simply cannot afford to ignore.

Here, Thirty Seven’s digital designer Tom Sykes takes you through the website design trends you really need to know.

 

Accessibility

It might sound simple, but one of the key trends so far in 2018 has been a move towards making website content easier to read.

A back to basics ethos has seen an increasing number of websites adopt a pure black on pure white approach to text.

Larger fonts and bigger headlines have also become increasingly popular.

“For a while, many websites suffered from a sort of design for the sake of design approach,” said Tom.

“But now the focus is much more on the readability of the content. We are not seeing coloured text on coloured backgrounds anymore and in many cases design has been stripped to a minimum, so that there isn’t stuff around the website which could detract the user away from what they came to the site to do.”

Tom cites the redesigned Dropbox website as a strong example of this new approach, particularly the move to bigger headlines.

He said: “The Dropbox typeface – ‘grotesque’ - is something I think we will see more of. It’s a wide typeface and is aesthetically pleasing, but that does not detract from the readability.”


Bold colours

2018 is the year for going bold with colour.

Websites are currently being designed with vibrant, bright colours.

And colour gradients are making a comeback after years of being shunned by designers. In fact, the two-colour effect is back in a big way.

Tom said: “We are seeing a move from safe and subtle colours to bold and bright ones. Designers are playing more with colours, are trying more things and are just being more courageous.

And part of this playing with colour had seen gradients begin to appear on websites everywhere.”

Tom is a particular fan of the vibrant colours used on the Sketch website which enables the company’s gold gem logo to really stand-out.

The Premier League is another website which has embraced a bold palette, combining a strong purple with flashes of bright pink – not necessarily colours you would associate with football, but certainly visually effective.

 

Playfulness

Another emerging trend is brands trying to ensure their websites better reflect their personalities.

This has seen a move away from the more formal, professional language, typically seen on websites to a more light-hearted, fun, product-focused style.

“This is an approach we are seeing a lot of start-up companies take and it is helping them to find their footing and forge their identity”, said Tom.

“I think there is growing realisation that highly formal copy doesn’t always successfully draw in customers in 2018. It is a move that is being driven by millennials who are growing up and driving the market. They want to feel brands are being genuine with them. 

“The Product Hunt website is a great example of this. It uses humorous language, makes jokes and even uses emojis. It basically uses the same language as those who visit the website.”

Of course, this approach won’t work for everyone and you would probably be unlikely to buy healthcare insurance from a website which used emojis, for example. But it is certainly something brands should consider.

This playfulness trend is also seeing more illustration being used on websites with custom drawings also helping to bring a human touch and highlight personality.

 

Animation

Animation is rapidly becoming the new norm in website design with a growing number of companies using it to help bring ideas and products to life.

Increasingly websites use animation to enable them to show products from every possible angle.

Tom said: “There are thousands of videos on social media and when you scroll down your feed and they start playing they can draw you in.

“Animation on a website can bring that same focus to products. Instead of static images, customers are able to see the whole product and they get a much better idea of what they are potentially buying.”

Apple uses a lot of animation on its website, allowing customers to view products from numerous different angles.

But it is not just about products. Animated logos are becoming a growing trend and we increasingly seeing logos that spin, transform, expand or even appear to be hand drawn.

They are eye-catching and often memorable and that can give brands an important edge.

The Sketch website that we mentioned earlier in this blog is a great example of animation – when the homepage completes animating it looks totally different from how it started, where it shows an overview of the software, and instead features the latest feature updates.

It is also an approach we have taken on our own website, where the Thirty Seven logo changes colour as you scroll down the page.

Animation can bring great focus to a product and allow your customers to view it from multiple angles. This can even sway their decision to purchase. - Via @37agency

 

Unorthodox design

Another key trend is the move away from typical website designs.

The familiar ‘hamburger menu’ – the three-pronged menu icon – has been a staple diet for websites for years.

But appetites are changing and websites are now being designed which take very different approaches to navigation.

“We are now seeing websites where the user is really encouraged to look at it and almost have to learn what it does and where they should go,” said Tom.

“It is about encouraging users to be curious and explore in a way that traditional navigation would not really facilitate.

“Obviously, you don’t want to go too far because you want to ensure they get what they came to the website for, but it is about encouraging them to have more fun with the site.”

This move away from typical website patterns is seeing a rise in highly focused homepages with full-screen displays that just depict one product, rather than long scrolling pages.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper. 

Marketing

Podcasts are the business

Mark Mars 3rd October 2017 — 5 mins read
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etting people to listen to your story or message for 15 minutes to an hour is challenging when you think about how short our attention spans have become (just eight seconds according to recent research). But businesses are increasingly realising the power of podcasting.

Savvy brands are recognising that well produced podcasts differentiate them from many of their competitors.

The most successful are those where products and services are subtly woven into the story the podcast is telling rather than being pushed as a hard sell.

Here are some of our favourites:

 

InterContinental Hotels

The hospitality chain launched its podcast series exploring unique features about its hotels with the goal of tapping into a traveller’s passion for new discoveries.

For example, one episode revealed that deep within the InterContinental New York Barclay Hotel’s basement there is a hidden tunnel which was used to transport wealthy travellers to and from Grand Central Station in the 1920s.

The 20-minute Stories of the InterContinental Life podcast is aimed at reigniting the guest’s passion for travel and intrigue in discovering new places. It is produced to inspire travellers to experience the world and create their own stories.

The podcasts were created as part of a global marketing campaign to drive engagement by connecting the InterContinental brand to what is relevant in culture.

There are now a series of videos to go alongside the podcasts to really bring the stories to life.

 

General Electric

This multinational company which operates in many sectors including aviation, digital, healthcare, oil and gas etc. launched its first podcast series, The Message, in October 2015 and garnered 4.4 million downloads.

The sci-fi podcast show managed to reach the No. 1 podcast spot on iTunes and fans called for the series to be made into a film.

It was a huge success with an average of 450,000 people tuning into each episode. When the podcast series ended the episodes were collectively listened to another 90,000 times.

A new series, LifeAfter, was launched in 2016 and explored the question of what happens to our digital identity when we die, and the role AI can play in the grieving process.

The goal of the podcast series is to tell a really good story that touches on a theme that reflects General Electric’s work in science and technology.

It’s clear to see General Electric saw an opportunity in the story telling space and took it. They learned that quality generates an audience reaction and being clear on their objectives and not naming General Electic and its products in every other word builds value and trust. Something that clearly brings listeners back again and again.

 

Tequila Avión

The Rich Friends: The Elevated Conversation podcast by spirits firm Tequila Avión, launched in 2016 in association with GQ associate editor Mark Anthony Green and The New Yorker nightlife editor Matthew Trammell.

Its podcast explores current affairs, music, lifestyle, art, culture and fashion in New York.

Both men bring their own unique tastes to each episode with their experience in fashion and lifestyle magazines. The dynamic, enthusiastic and opinionated hosts make this podcast feel like you’re with them exploring the best of what ‘the city that never sleeps’ has to offer.

Tequila Avión’s forward thinking attitude combined with Matt and Mark Anthony’s cultural backgrounds makes this the perfect podcast partnership which has resulted in a unique piece of programming.

Topics are always discussed with a cocktail in hand and in any way the duo see fit. Founder of Tequila Avión, Ken Austin said “When we came in, we said, we’re willing to sponsor this thing, but I said to the guys, I don’t want to tell you what to say […] it was more about the audience and the listener versus a brand dictating anything”.

With 24 episodes under their belt, it seems the elevated conversation continues.

 

Slack

The Slack Variety Pack podcast launched in 2015 and is held to be the gold standard of branded podcasts. This is down to the fact it understands its audience very well.

As a result, the company – a cloud based collaboration tools and services firm - has grown dramatically, predominantly due to word of mouth in Silicon Valley and among other American workforces, and it is now slowly making its way across The Pond.

The podcast drew in the ‘tech-savvy, young, curious and light-hearted’ with their stories about ‘work, life and everything in between’.

The 20-40 minute long episodes that included work-life anecdotes and self-contained stories, as well as Slack’s signature quirky and curious personality, enabled the podcast listenership to grow with every episode.

With success like this, we can only assume that Slack will continue to create podcasts.

 

Shopify

‘Thank God it’s Monday’ is not something everyone utters as they walk into work (although we do, in case you are reading boss), but this is the title of Shopify’s podcast.

It was created for ambitious entrepreneurs who can’t wait for a new week to begin. Shopify aimed to inspire listeners by telling success stories of like-minded innovators.

In addition to a very successful blog, Shopify created the podcast in order to capture a part of this growing marketThey identified that many people prefer audio to text as a learning format, and as portable content, anyone can listen to it wherever they are.

By interviewing high-powered businesspeople including marketing guru Seth Godin, Hootsuite CEO Ryan Holmes and serial start up entrepreneur Gary Vaynerchuk in 30-45 minute episodes Shopify creates quality content that people want to listen to.

Mark Macdonald, content manager at Shopify, said: “We would much rather be the content than the advertising. We are creating something that people want to consume, rather than interrupting them with something they wish to ignore.”

 

 

At Thirty Seven, we offer content marketing and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is a podcast or blog post.

Adam Fisher
2nd February 2018 - 5 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

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