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

Social media trends

Aimee Hudson 3rd October 2017 — 6 mins read
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nd with constant growth – 30 per cent of all time spent online is now allocated to social media interaction – the pace of that change is going to increase.

The good news is that the Thirty Seven crystal ball has been put to good effect and helped us identify the things you can expect to see much more of.

 

Ephemeral Content

This type of content is intriguing and one that can be quite hard to achieve successfully. It is where your followers see a short clip of content or an image for a matter of seconds before it disappears.

It is the format Snapchat was built upon.

However, more brands are exploring ephemeral content to provide a different side of the business for certain occasions.

For example, ephemeral content is great for giving an audience a sneak peek or a behind the scenes look of a product or event. Burberry used it to wide acclaim in 2015 to create an ad in real time.

Alternatively, it can be used for competitions and giveaways, interviews, holidays or a daily/weekly series.

The key to being successful with this form of content is to be human. It should be unpolished and light-hearted or, in other words, ‘flawed’.

 

Stories

Snapchat has, since pretty much the beginning, had a feature called ‘stories’ where users can publish snippets of what they’re doing out to everyone who follows them.

Within the last year or so Instagram and Facebook have copied this idea and interestingly, Instagram seems to have become the more popular platform for this feature with 100 million daily active viewers in 2016.

Many people and brands share snippets of their day and then add text, stickers, filters or emojis and publish it so anyone who follows their account can view it.

Since Facebook now owns Instagram it has also rolled out the feature to its own platform but with little success.

 

Live Video

There’s no doubt that live video is on the rise with more and more brands tapping into it and in 2018 it is expected to take centre stage. 

While there are many video streaming platforms – and LinkedIn is in the process of rolling out one to its users now - Facebook Live and Periscope appear to be the most popular.

Periscope, in 2016, stated that users watched 110 years of live video every day in the app and on New Year’s Eve Facebook Live reached a record-breaking number of users around the world.

Twitter and Instagram have also launched a live video platform within their apps, in Twitter’s case they now have a button to live stream via Periscope.

This feature is particularly useful to those who want to live stream an event, for example a product launch, to everyone who couldn’t be there. Q&A’s and a live video series are also opportunities to pick up on.

With new capabilities like 360-degree videos, there are new ways to engage an audience.

 

Artificial Intelligence

This is a fairly new feature for most social media brands but Snapchat has paved the way since the beginning with their variety of filters.

Powered by artificial intelligence the filters are known to be engaging and interactive. I mean have you seen how many selfies have dog ears over them now?

Due to its growing popularity, other platforms have adopted the feature in order to entice users.

Many companies are investing in artificial intelligence and creating new interesting ways to engage audiences.

It’s believed that artificial intelligence will drive social media in the coming year with some stating that it is essential for social media success. It is certainly something Apple has placed a lot of emphasis on while launching its new iPhone X.  For businesses, it’s a new way of opening doors to interact with customers, publish adverts and network.

 

Messaging Apps 

With more people spending more time online, social media companies are investing in instant messenger functionalities.

Facebook was the first to initiate this with the Facebook Messenger app. This allows people as well as brands to communicate globally for free.

Those aid customer service processes as they provide a faster and easier way for customers to get the assistance they need, compared to email or phone.

The hotel chain Hyatt utilises Facebook Messenger for 24-hour customer service so guests can make reservations or ask questions.

Many companies that don’t use social media messaging apps use similar technology which can be embedded into their websites.

 

Marketplace

E-commerce is becoming more prominent within social media platforms. With Facebook, Instagram and Twitter offering ways for users to buy products directly within their apps.

With one simple click, a user is taken to the company’s desired URL to either browse products or with the intention to buy.

The marketplace is powerful. In a recent survey, 56 per cent of consumers said they follow brands on social media to know when products are on sale and 31 per cent said they use social media to specifically look for new products to purchase.

Many people go on social media to interact with interesting content and are more likely to engage in posts that provide information to them rather than an advert e.g. gift ideas for your sister. Indirect advertising allows companies to reap more benefits.

Remarketing via adverts on social media is also known to increase sales for businesses and can be a very effective strategy when done well.

 

Mobile Advertising

If you haven’t started investing more into mobile advertising it’s about time you did. It’s wise to advertise across all social media platforms if possible and take advantage of the new features that come out.

In 2016, Facebook brought in $7 billion worth of social media ad revenues. Its algorithm ensures that a user’s friends and family’s content comes first so that the 75 per cent of brands that pay to promote adverts on Facebook will have to create appealing and engaging ads in order to capture the user’s attention first.

Twitter, on the other hand, has paid advertising features including videos, sponsored hashtag icons and stickers to provide users with a variety of ad options.

Interestingly, users said, in a recent survey, adverts on Instagram were more memorable compared to ads on Snapchat. However, Snapchat offers more appealing ad features like sponsored filters that are popular during film releases making them more likeable to users.

Overall, each platform runs a pay-to-play operation to make advertisers pay as much money as they can so they can get the results they want. For example, if you’re looking for conversions and have a budget of £50, Facebook will put this in front of only a select few people. But if your budget is £500 your ad will be placed in front of many more people who are likely to complete your desired conversion action.



Perhaps the biggest trend though, which seems set to continue, is that the four main channels continue to copy each other’s most popular features, as the ‘stories’ functionality shows. 

The social media platforms are becoming standardised with the only difference being which one your audience uses most.

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.

Tom Idle
29th March 2018 - 8 mins read

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

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