the-adtech-trends-rounding-out-2019:-programmatic-growth,-measurement-standards,-privacy-implications

As the digital landscape continues to fragment, advertisers are looking for more ways to reach customers with one-to-one messaging that drives a lasting impact. As digital ad capabilities become more accessible and effective, both the sell-side and buy-side are shifting to embrace more advanced solutions.

In particular, programmatic advertising (digital display, advanced TV, digital out-of-home) has reached unprecedented adoption in recent years as the industry responds to changing marketplace dynamics. Powerful third-party platforms and tools have enabled advertisers to expand the efficiency and effectiveness of media programs, even as the complexity of the programmatic value chain evolves.

With all the progress of advanced digital advertising, it’s easy to lose sight of big-picture trends and insights. From enterprise consolidations that impact ad operations to recent advances in supply chain transparency, the advertising solutions of our modern digital age are vast and everchanging. But how are these changes affecting the digital ecosystem? And what can advertisers expect in adtech for the year to come?

Here are the top adtech trends rounding out 2019.

Programmatic growth continues, with duopoly dominance

Since the advent of programmatic display over a decade ago, the adtech industry has seen enormous growth, with programmatic now representing the primary method of buying digital media in the U.S, according to eMarketer. In fact, eMarketer estimates US advertisers will spend nearly $60 billion on programmatic display by the end of 2019. By 2021, nearly 88%, or $81.00 billion, of all U.S. digital display ad dollars will transact programmatically, says the research firm.

Duopoly’s growing share. By the end of 2019, the combined ad revenues of Facebook and Google’s media in the U.S. will account for more than half of advertisers’ total budgets for programmatic display, eMarketer predicts. That portion will increase in 2020, with Facebook and Google accounting for nearly 63% of ad spend next year.

Amazon steps up

Overall, digital ad spend in the U.S. remains dominated by Google and Facebook. Amazon (at 7% share) is the only seller to break out from the pack of would-be challengers.

Amazon this year released a number of improvements to its ad-buying interfaces, such as improving the usability of its DSPextending the reach of Sponsored Productsadding a rewards program toolincorporating customer acquisition metrics and enabling dynamic bidding for Sponsored Products ads.

However, even as Amazon continues to build up its advertising product, as well as the new mobile, over-the-top (OTT) and connected TV ad inventory entering the space in the coming year, the Facebook/Google duopoly will likely continue to dominate into 2020.

According to WARC’s Global Ad Trends report earlier this year, Google and Facebook’s advertising authority can be attributed back to the paid search and social ad units that marketers have found so successful. Additionally, the ease of use of these respective platforms make Facebook and Google’s ad products accessible at nearly every business scale, from SMB to enterprise.

High-quality creative is king

With the surge in digital growth, and brands have eagerly delivered on the demand for high-quality digital customer experiences. But CX has moved from a disruptive concept to a fundamental component of most digital strategies, resulting in advertisers seeking new ways to capture and retain customers.

Most digital ad experiences look, feel, and behave in a
similar fashion – and consumers have come to expect it. According to
Pattisall, many marketers recognize this issue of “sameness,” and it’s prompted
a re-emergence of creative as a fundamental priority for advertisers.

“In our pursuit to be customer-centric marketers – to answer
every customer need, want, and desire with digital – we have forgotten an
important ingredient: creativity,” said Forrester principal analyst Jay
Pattisall in a Forrester report
earlier this year.

Industry moves to ramp up creative capabilities. A blog post from CMO by Adobe cites examples of the industry shift toward more creative-focused solutions to bolster digital advertising efforts.

In recent years, Accenture Interactive has been on a creative acquisition spree, acquiring agencies Droga5, The Monkeys, Karmarama, and Fjord in an effort to advance its creative capabilities. Similarly, Deloitte has expanded its creative foundation with the acquisitions of Acne and Heat.

We’ve also seen advances in the creative tools advertisers and marketers use to support ad efforts. For example, Adobe Asset Link, the extension that connects Adobe Experience Manager (AEM) assets to the Adobe Creative Cloud, has added integrations designed to streamline creative production. and create more efficient collaboration between marketers and creatives.

It’s expected that these moves to drive up creative will trickle into 2020, with more advertising agencies advocating high-quality creative over customer acquisition numbers and statistics.

The rise of dynamic creative. The race toward programmatic has put creative on the back burner, but now the adtech industry is pivoting to make quality creative more accessible with dynamic creative tools. For marketing and advertising to be successful, the creative and messaging must be the focal point. Today’s dynamic creative capabilities driven by machine learning mean that advertisers can programmatically serve ads that feature products, messaging, and creative that’s distinctly customized to each consumer.

Dynamic creative optimization (DCO) continues to be a powerful tool for advertisers to connect with consumers on a global scale, providing the ability to layer user-level data with targeted messages for each purchaser. And while large-scale personalization and targeting was once prohibitively complex, time-consuming, and costly, today’s DCO solutions make it automated and simple enough to deploy for virtually any campaign.

Connected TV driving significant growth

The dramatic shift to digital is spurring a new wave of investment in connected, or over-the-top (OTT), TV advertising. With better tools to programmatically target and measure ads across all screen types – think advanced TV and targeting capabilities – eMarketer predicts U.S. advertisers will buy $3.8 billion in programmatic TV ads in 2019 – a 236% increase from 2018.

Additionally, TV streaming is expected to grow tremendously in the coming years as audiences move away from costlier linear TV alternatives. In fact, by 2022, 60.1% of all US TV users will use over-the-top streaming platforms at least once per month, eMarketer predicts.

Despite the array of challenges still present in programmatic TV ((privacy, measurement, and transparency), connected TV campaigns that allow for precision targeting through granular consumer data are now more readily accessible to advertisers.

Advertisers moving to consolidate media partners

As tech continues to curve in favor of ease and efficiency, we can expect that platforms will consolidate to provide customers with more addressable solutions as the demand for ease and efficiency grows.

From MediaMath’s aggressive acquisition fundraising in 2018, to Amazon’s purchase of Sizmek’s ad servers earlier this year, and even Taboola and Outbrain’s recent merger, it’s clear that the adtech market is prepared to deliver more end-to-end advertising solutions.

Laser-focused on full-funnel data. The combined data of DMPs, CDPs, CRMs, DSPs and measurement platforms fuel advertisers’ efforts to boost ROAs with personalized targeting that reaches every step in the customer journey. As a result, rival platforms are coupling up, while other platforms are seeking ways to round out their offerings in an effort to offer a more integrated data hub.

Adtech consolidation is good news for programmatic media buyers, especially since integrating multiple platforms means less coordination, and lowers the possibility of bidding against oneself.

But other adtech players have recognized that the idea of a market dominated by a small number of conglomerates could drive up costs, resulting in less control for advertisers and fewer platforms to choose from.

“Google and Facebook have a forceful hold on today’s digital-advertising industry, meaning brands can’t walk away from them,” wrote John Nardone, CEO of analytics company Flashtalking, in a Forbes article earlier this year. “There is an urgent need to start building a more open ecosystem where brands have greater choice and more control.”

Increased focus on measurement and the value of inventory

Digital advertising as we know it was built on a foundation of open standards, where no single governing body regulates market transactions. But as adtech matures, advertisers and brands are demanding more standardized ways of measuring the effectiveness of ads funneled through the ad exchange.

Likewise, publishers are making more efforts to understand the value of their ad inventory. Viewability has become a key metric that helps define the value for both advertisers and publishers.

Viewability tracks ad impressions that appear “in-view” on a screen while having an opportunity to actually be seen by consumers — as opposed to impressions served, which may load on a page but never enter the user’s view. For publishers, selling inventory on a viewability basis enables publishers to offer higher-quality inventory at a competitive cost in the market.

On the demand side, advertisers are pushing for cross-screen and cross-platform measurement standards that can inform ad serving decisions. In August, Google adopted the IAB Tech Lab’s Open Measurement standard for mobile ads, providing advertisers with code libraries for facilitating third-party access to measurement data.

“The sell-side has been adopting OM quickly, and we ask brands, agencies, and Demand Side Platforms (DSPs) to get more active and take advantage of what [Open Measurement] offers.” said Dennis Buchheim, EVP and general manager of the IAB Tech Lab, at the time of the announcement.

Pubmatic’s Quarterly Mobile Index report from Q1 2019 showed Android devices making a drastic shift in ad budgets from RTB exchanges to private marketplaces (PMPs) to help maintain brand safety and protect against pilfering and the other fraud-related activities that exist in RTB.

Apple’s iOS devices show significantly lower PMP investment, which is expected given Apple’s staunch efforts to prioritize user privacy and tracking behavior. For Android devices that operate in an open-source environment, the dramatic shift to private marketplaces indicates a mounting focus on measurement standards and authorized inventory.

Ad fraud, privacy laws increasing the value of authorized data

Fraud prevention tightens. Financial losses from ad fraud have finally hit a slowdown, according to a report earlier this year by the Association of National Advertisers (ANA) and cybersecurity firm White Ops. The report predicted ad fraud losses would total $5.8 billion globally in 2019 – an almost 11 percent drop from the $6.5 billion global loss reported in 2017.

But even so, efforts to thwart ad fraud haven’t occurred overnight. Publishers have been moving vigorously to implement brand safety measures like ads.txt and brand controls – proving that these concentrated efforts are playing a hand in the decline of fraud.

Ads.txt default. In April, Google introduced new brand safety-focused initiatives, including defaulting to ads.txt inventory, supporting app-ads.txt and providing a central hub for brand controls in the interface. It meant that only publishers that have adopted the standard and have placed ads.txt files on their sites will be eligible for bids from DV360.

As part of the industry-wide effort to mitigate fraudulent ad selling, Centro, AdMob, and other demand platforms enforced ads.txt earlier this year.

Protecting advertisers and consumers. Adtech players have been making moves to bring user privacy and authorized inventory together under bundled solution offerings. And with CCPA on the horizon, the industry is eager to cover its bases to avoid privacy-related violations.

MediaMath, for example, launched SOURCE earlier this month – a media supply chain framework that aims to deliver full transparency, modernize commercial terms, and improve tech standards across the programmatic advertising ecosystem. AT&T’s advertising marketplace, Xandr, also announced a partnership with clean.io to reduce malicious advertising for publishers, end-users, and advertisers.

User privacy transforming tech ecosystem. Privacy compliance is also driving a shift in adtech capabilities with more built-in tools and solutions to help brands maintain compliance. A report from European consulting company Capgemini found that companies who meet GDPR compliance standards are outperforming non-compliant companies across a wide range of metrics.

Source: Capgemini research (2019)

The California Consumer Privacy Act (CCPA), expected to be live in the second half of 2019 and is set to extend the reach and powers of last year’s GDPR. In particular, it will expand upon consent requirements for website cookies. With an opt-in section for sites tracking those cookies.

To pursue ROAS in a digital world, advertisers are tracking behavior, targeting individuals, disrupting journeys, gathering data, and performing identity resolution. But as consumers take more ownership over their data and privacy rights, these strategies won’t be sustainable forever.

With the impact of browser actions on tracking Apple ITP, Google Chrome cookie blocking, and others, more platforms are taking measures to protect against bad actors. As a result, advertisers should prepare to embrace a wider array of holistic adtech solutions focused on brand safety and privacy compliance to support more accountable and effective advertising efforts.

Looking ahead: The big picture

In the next year, advertisers should expect changes in all of these areas, from creative resurgences to tighter measurement standards and growing consolidation among media partners. Players on both the buy-side and sell-side are making strategic shifts as consumer behavior, digital regulations, and technical capabilities evolve at record pace.

For advertisers and publishers alike, the coming year will present new opportunities driven by a customer-first approach grounded in privacy and brand experience. It will be important for advertisers to actively monitor and understand the big-picture changes happening in the adtech landscape as it surfaces new opportunities to connect brands with consumers.



About The Author

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor’s editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.



8-trends-for-pairing-fonts-in-2019

Trends in typography seem to evolve more quickly than many other design trends. For a long time, website designers stuck to font palettes packed with sans serif typefaces. But that feels like ancient history now!

Today’s range and variety of web fonts make for much more interesting design possibilities, font pairings, and visual themes.

We’re taking a look at eight trends for pairing fonts with a beautiful example of each, covering a wide range of font families and aesthetics.

What is Font Pairing?

Font pairing is putting together different typefaces for use in one design project. While the term “pair” is used, font pairing can refer to using any number of fonts in the same project.

A good font pairing — typically no more than two or three typefaces — is harmonious while providing ample contrast between lettering styles. Font pairs often convey similar moods and have complementary shapes, so that they bring attention to the message but don’t compete with each other for attention.

No more than one novelty, funky, or challenging font should be used in a pairing. This helps ensure readability and balance in the typography of a design.

1. Serif Sans Serif Layers

how to pick a font

Different layers and levels of typography can make for a lovely display.

The Academy of Classical Chinese Medicine uses two type families – a serif and a sans serif – for a timeless combination. Note how the typefaces are stacked in layers.

  • About ACCM: Caps sans serif
  • Headline: Serif line and serif bold italic line
  • Main text block: Sans serif
  • Call to action: Bold, caps sans serif

What makes this layered typography display work so nicely is the use of space and the shapes of the font pair. Note that each typeface has a round design – you can see that particularly in each lowercase “o” and “c.”

2. Funky Sans Serif Simple Sans

pair fonts

Pairing two fonts of the same style can get a little tricky because you don’t want typefaces that look too much alike.

Intact Software does a nice job with two sans serif options, one that’s just a little funkier than the other with harder edges and thicker strokes. The secondary sans serif is more of a traditional style.

This combination works great for a headline and body text pairing. The funkier style draws attention to the big text while providing superb readability for the smaller type on the screen.

3. Sans Serif Caps Tiny Serif

how to pick a font

There’s nothing groundbreaking about using an all caps sans serif. (Everyone has been doing that for a while.)

But the simple serif line beneath and the stark contrast between the big type and the second line is amazing. It’s one of those understated trends that we are starting to see a lot more of in typography and the BBC Earth website nails it.

What’s nice about this font pairing is that everything is easy to read. Both typefaces have uniform stroke widths (which is nice for websites and devices where there is backlighting to think about).

4. Novelty Monospace

pair fonts

This font combination is perfectly brutalist – a trending design style. A novelty typeface with a monospaced style is visually interesting and fist the tenets of the style.

Putting together typefaces for this trend can be tricky.

Opt for typefaces that give you a somewhat intentional mismatched and chaotic feel. If you try too hard for styles that match here, it might fall a little flat. Remember brutalists styles are hard and a little visually shocking by nature. Use that idea in your font pairing as well.

5. Sans Serif Font Family

how to pick a font

Font pairs don’t actually have to be paired at all. Using multiple styles within the same family can serve that purpose.

This is a rather popular technique because it makes websites easy to read and always creates a design where all of the text elements are in harmony.

Here’s how to make it work, just like flocc (above). Pair the most contrasting styles from a font family for obvious distinction in the design. Pairing a bold or lack option with a regular or light variation is almost always a winner.

6. Slabs Simple Sans Serifs

pair fonts

Slab styles are smack-you-in-the-face font options that are good for generating impact. Tone down the style with a simple sans serif partner.

This is a classic typography design trend that never gets old and is almost always effective.

Rogue Studio uses this combination brilliantly with larger than life slabs as an artistic element and simple sans serifs for all the stuff you really need to read. Nice spacing also helps draw the eye and keep users on the site.

7. Wide Sans Serifs Modern Serifs

how to pick a font

Wider typefaces are making an appearing in more design projects. It can be a tough style, but with the right complementary typeface, it works.

LaFaurie does a nice job with this font pair. The wide sans serif is large in the hero header and provides an interesting take on the navigation elements. The modern serif is more readable and helps generate a fresh, youthful tone for the project.

8. Serif Sans Serif Script

pair fonts

This trio of fonts sets just the right tone. With a modern serif, simple sans serif, and a script the feel is classic, controlled, and elegant.

Pairing three fonts is fairly common and what makes it work well is using distinctly different styles. Using three sans serifs can get clunky and odd visually because the styles aren’t different enough.

Look for a font trio that has the same feel but unique lines and designs.

Conclusion

Pairing fonts can be a lot of fun. Playing with different combinations can add new dimensions of meaning to design projects.

Just keep some of the “golden rules” of design in mind when working with font pairs:

  • Stick to two or three typefaces
  • Look for complementary styles
  • Always use one highly readable option
37-font-pairing-trends-in-2019

One of the most powerful ways you can communicate and convey your message is by incorporating your designs with beautiful fonts. We’ve come up with 37 of the best font pairings you can use in a wide range of projects.

Fonts and font pairings are one of the most crucial parts of a design. It allows you to create a wide range of effects and moods by utilizing different styles of typography.

Choosing the right font combination for your projects can make a huge difference. You’ll be able to create beautiful and compelling designs instead of dull and lifeless ones.

So which fonts look good and work great together? Read on to find out!

Best Font Combinations

goods
Goods

Suisse Works and Suisse International

Suisse Works is about the clarity of information, simplicity, and structure. It’s a serif typeface and created by Party of Swiss Typefaces. It’s also under the superfamily of Suisse fonts. It has a text face similar to the style of the good old Times New Roman. 

It will pair perfectly with a neo-grotesque typeface like its counterpart, the Suisse International. The font has a design that follows the style of Helvetica and other Swiss neo-grotesque font faces.

There are some subtle differences though which are more noticeable in terminals and counters.

What makes the Suisse family great is that it creates a massive superfamily when paired together and works harmoniously at that. 

Suisse Works

Price – Approximately USD 161.59 or CHF 160

Suisse International Collection

Price – Approximately USD302.99 or CHF300

kinfolk
Kinfolk

Domaine and Feijoa

When you want your design to have a distinctive presence, this font pairing is perfect for you. Domaine is the kind of typography that can make even the worst word look good.

The pretty font comes with organic and yet precisely controlled forms with ragged serifs adding to its naturalistic appearance. 

It has an elegance that will work best with the typeface Feijoa, which has similar traits with Latin serif script. It doesn’t have straight lines providing a sensuous and warm contrast to Domaine.

The functional typeface also features rounded corners and curved straights that can provide your overall design with stunning calligraphic quality. 

Feijoa’s curvaceous nature is just the right contrast to the mindfully deconstructing style of Domaine. 

Domaine

Price – USD300 (Text Family) USD1,000 (Complete)

Feijoa

Price – USD150 (Family)

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useless
Useless

Suisse Work and Andale Mono

The font combination is a beautiful contrast of classic and contemporary that works really well with a modern design. 

The monospaced sans-serif Andale Mono font-face is created in 1995 by Steve Matteson. Its purpose is to provide programming with an extremely legible font for usage.

It is used to come with Microsoft Windows as one of their core fonts but is now bundled with Lucinda Console. 

Both typefaces evoke simplicity and work well on the text. While Andale Mono is highly readable even in small point sizes, Suisse Works is highly effective when set at large point sizes for your headings.

Andale Mono

Price – USD89

creative boom
Creative Boom

GTF Opposit and GT Walsheim

The font pairing of GTF Opposit and GT Walsheim works really well for a billboard, posters, and ad campaigns where you want to make an impact at first glance. 

Opposit is best at sending out strong messages that you want to many people to see. The eye-catching typeface is a high contrasting sans serif with reverse contrasts from average fonts such as the GT-Walsheim. 

The opposite contrast with thicker horizontal strokes and thinner vertical strokes is balanced by the interesting characteristics of the geometric sans, GT-Walsheim.

GT Opposit

Price – Approximately USD385 or EU350

GT Walsheim

Price – USD1080 (Pro-Family) or USD720 (Family)

wepresent
Wepresent

Fakt Pro Normal and ITC Clearface

The font pair will give your design a unique touch combined with a 70’s feel. Fakt comes with geometric and grotesque characters making the font somewhat unusual. You can also toggle between those styles since you can get them as alternates.

On the other hand, ITC Clearface is a serif typeface with a distinct character to it, which expresses the Zeitgeist.

Fakt

Price – Approximately USD1,541 or EU1,400 (Superfamily)

 ITC Clearface

Price – USD35 (Individual syles)

dogstudio
Dogstudio

GT Sectra Display and Heebo

GT Sectra and Heebo is a perfect example of serif and sans serif font pairing. The angular serif GT Sectra combines the calligraphic nature of a wide nip pen with a scalpel knife’s sharpness, which defines the contemporary appeal of the typeface.

On the other hand, Heebo is very readable on web pages and has that warm and approachable vibe. 

The letter proportions of GT Sectra is consistent with a classic serif like Heebo. The mixture of unique visual style, high legibility, and easy to read makes the font combination makes for a professional-looking design.

GT Sectra

Price – USD1350 (Full family)

Heebo

Price – Free

brandland
Brandland

Sharp Sans Display No.1 and Morion

The font combination is Avant-Garde meets slightly playful, making Sharp Sans Display No.1 and Morion perfect together. 

The relentlessly geometric Sharp Sans Display No. 1 is an innovative sans-serif typeface with an interlocking ligature system. It also has an extremely legible spacing and features true italics, which is a delightful welcome to its genre. 

Conversely, Morion has a slightly fun, calligraphic style but still maintains its control and balance. It works well in larger, decorative purposes.

However, it comes with open type features such as its lower case “a” option that increases the readability of small text sizes.

Combining the two stylistic elements of Sharp Sans Display No. 1 and Morion typefaces makes for a compelling design that can capture the attention of people. 

Sharp Sans Display No.1

Price – USD350 (All styles)

Morion

Price – USD45 (Family)

nettlewellness
Nettlewellness

ITC Ronda and Calibre Regular

The font pair ITC Ronda and Calibre Regular is a cool geometric font face combo. It will give your design projects with a clean and contemporary touch.

They are the perfect typography to use if you’re aiming for a minimalistic style with plenty of white spaces.

We first saw the geometric constructed forms of Ronda in 1970 while the geometric neo-grotesque Calibre in 1958. Ronda presents a modern, clean look in all applications.

The shapes of its capital B, P, and R, are its distinguishing qualities, while Calibre has a very distinct letter A, which is unlike anything from its genre. You may not like it at first, but it will surely grow on you. 

ITC Ronda

Price – USD35 (Individual styles)

Calibre

Price – USD350 (Family)

canide
Canide

Chap and Moderat

The Chap and Moderat font pairing is a remix of old and new. You’ll love the fluidity that the combo offers. Chap has that classic nib-pen style combined with the 90s geometric vibe. It features pen-drawn shapes reminiscent of the modern 90-degrees digital presets. 

Meanwhile, the geometric Moderat is from the sans-serif font face family, enhanced with a set of open type features. Its set of pretty nice stylistic alternates and moderately tight apertures work harmoniously with the sharp angles and high stroke contrast of Chap.

Additionally, the readability of the Chap font will coexist easily with the modern geometric sans.

Chap

Price – Approximately USD468 or EU425 (Family)

Moderat

Price – Approximately USD418.40 or EU380 (Web)

labud
Labud

URW Classico and Monument Grotesk

URW Classico is a remake of the URW under the popular Optima sans-serif font by Hermann Zapf. With corrections of the original and many additional accented glyphs, it became even more perfect for both titles and body text.

Classico is best paired with any member of the grotesque family of text such as the Monument Grotesk. The quality and powerful font-face has great versatile and make an excellent contrast to Classico.

You can easily implement the font combination in your new projects for a unique and standout style, including book designs and bold editorial statements.

URW Classico

Price – Free download

Monument Grotesk

Price – Approximately USD356or EU324 (Essentials)

sidesupply
Sidesupply

GT Pressura Mono and GT America Standard

GT Pressura Mono takes inspiration from shipping boxes where its edges and corners run within the color. On the other hand, GT America bridges the gap between European Grotesque and American Gothic. Both typefaces are available through Grilli Type. 

The grotesque design of GT Pressura Mono utilizes the visual impression of a spreading ink under pressure as a stylistic means.

The condenses sans-serif pairs with its soft side and round corners pairs well with the versatility of GT America which is a combination of the design characteristics of traditional fonts to come up with a contemporary family of font faces.

GT Pressura

Price – USD630

GT America Standard

Price – USD945 (Full Family)

newyorker
Newyorker

NY Irvin with Adobe Caslon

Adobe Caslon has been gracing us with its presence since 1722. The serif typeface was used during in the early 18th century during the British Empire.

Since then, it has gone through several revisions and redesigns to catch up with the change in technology. Today, it’s still one of the standards in typography.

NY Irvin is a great font pairing for Adobe Caslon, which is a font drawn for the New York Times to use. When in action, these typefaces create a unique combination that will make you feel like you’re in the renaissance period.

However, both are versatile, and you can use them in various design projects, including posters and documents.

Adobe Caslon

Price – Free download

NY Irvin

Price – USD55 (Individual styles)

patternbrands
Patternbrands

Mackinac with Cadiz Regular

The font pair will bring elegance and functionality to your designs. Cadiz is a space-saving font that holds a lot of the early details of the typeface of the early 20th century. It brings clarity when combined with Mackinac, which connects the New World with the Old.  

Cadiz exudes simplicity and grace, while Mackinac features a modest contrast of thin and thick. They’re one of the font combinations you’d want to use for packaging, publishing, advertising, and signage. 

Cadiz

Price – Approximately USD280 or CHF277

Mackinac

Price – Free for download

blackformat
Blackformat

Poppins with Georgia

Poppins and Georgia font combo is perfect if you want a good design but doing as little design as possible.

Although Georgia may not be on your favorite list of fonts, you can’t deny its versatility and how well it works when displaying text on screens. This serif is a bit formal but will remain visible no matter the size of your screen. 

The intimate and friendly typographic personality of Georgia fits well with the geometric shape of Poppins. Its letterform has a perfect spacing between its character and height and will look greater either as its body text or heading. 

The almost monolinear letterform of Poppins complements the modern appeal and Old World beauty of Georgia quite well. 

Poppins

Price – Free for download

Georgia

Price – Free for download

rakish
Rakish

Brandon Text with Austin

Brandon Text and Austin is another good example of serif and sans-serif font pair. 

Brandon Text takes inspiration from the well-known geometric type sans-serif fonts of the 20s and 30s but possesses better legibility.

But you may not notice the font face right away if you’re like most readers since it doesn’t have that punch that its popular Brandon Grotesque family has. It does have a higher x-height though as well as optimized for screens, small texts, and long texts. 

Austin, on the other hand, was a newer typeface which took inspiration from the 18th-century designs of Richard Austin, a typography designer.

When its somewhat condensed letterforms and high contrast style is combined with the subtle charm of Brandon Text will result in a distinct and readable design.

Brandon Text

Price – USD40 (Individual styles)

Austin

Price – USD350

elena miska
Elena Miska

SCTO Grotesk A with Ivar 

If you want to give your projects with an assured stance that incorporates an overall welcoming character, the SCTO Grotesk A and Ivar is the font pairing for you.

SCTO Grotesk A is one of the most rational and least quirky neo-grotesque typefaces out there. It stayed away from simplistic solutions but rather opt for reader-friendly and animated forms. It’s not sterile but certainly matter-of-fact.

Its companion Ivar may be small but can provide your design with a big impact. The font has a sturdy construction and grace similar to Times and can go head-to-head with other dependable typography today. 

No doubt, the font combination can provide your design with a clear and solid font foundation.

SCTO Grotesk A

Price – Approximately USD468 or EU425 (Family)

Ivar

Price – Approximately USD219 or EU199 (Complete)

cita
Cita

Bluu Next with Roboto

If you want to give your design a modern and nonconformist font pair, use the combination of Bluu Next with Roboto. These typefaces offer various styles and amazing details that will not be left unseen.

Additionally, you’ll achieve a reading that’s more natural mixed in with a contemporary vibe.

Bluu Next is a serif font. It is precise and sharp and considered it’s perfect for your brutalist designs.

It’s a great choice for replacing those boring serifs such as the Times. The open and friendly curves of Roboto will complement its characteristics very well. 

Roboto is dual in nature and it doesn’t compromise its grotesque letterforms force an unyielding rhythm which allows it to settle in its natural width. 

Bluu Next

Price – Free for download

Roboto

Price – Free for download

ijpowell
IJPowell

Bluu Suuperstar with Neue Haas Unica

What makes the brutalist typeface Bluu Suuperstar is its highly prominent triangular-shaped wedges. The strokes of the serif font are certain portions have been broken. Its heavier style is best when used as large headlines. 

Pairing it with Neue Haas Unica proves that you don’t need every element of your design to have the same characteristics to make it stunning.  

Neue Haas Unica is the revival of Haas Unica, and the reinvention of the classic Helvetica made to be legible in small text sizes. The sans-serif neo-grotesque font-face is warm and clear with a bit of loose spacing and narrower letterforms, which is a great contrast to its flashy font pair. 

Bluu Suuperstar

Price – Free for download

Neue Haas Unica

Price – Starts at USD49 (Individual styles)

blume
Blume

Value Serif with Apercu 

The Value Serif and Apercu font pairing is a beautiful mix of contemporary, minimalist compositions, and amplifying the elements of your projects. 

Value Serif has a distinctive groove in some of its letters. It pays tribute to its ancestors the Italian Old Style and Plantin Infant. It’s complemented with the ovoid shapes of Apercu which loves to be combined with geometric fonts and bright colors even if your design is subdued.

You’ll be able to come up with eye-catching designs without pretensions but projects a relaxed and clear message that can capture the attention of viewers and readers. 

Value Serif

Price – Approximately USD55 or EU50 (Individual styles)

Apercu

Price – Approximately USD55 or EU50 (Individual styles)

nomios
Nomios

GT Sectra with IBM Plex Mono

If you want a serif font pair with calligraphic influence and friendly grotesque, GT Sectra and IBM Plex Mono should definitely be on your list. 

GT Sectra has a contemporary look defined by a scalpel knife’s sharpness. It’s very legible and has a one-of-a-kind visual character. It also features compact descenders and accents, which makes it a great choice if you have short line-height headlines. 

Combining it with the neutral IBM Plex Mono is especially beneficial if you’re designing editorial. The typeface balances design with engineered details. It has a unified visual appeal but still maintains the visual diversity of its characters.

GT Sectra

Price – USD1350 (Full family)

Apercu

Price – Free for download

vertbase
Vertbase

Tiempos Headline with Roboto

The serif Tiempos Headline is ideal if you want a fancier typeface for your simple body text. The display version of Tiempos Text features a tighter spacing as well as higher contrast allowing for elegant headlines. 

The simplicity and subtleness of the neo-grotesque Roboto sans-serif font work incredibly well with the interesting Tiempos Headline. Putting the two together allows you to make a statement in your projects while not detracting from your seed typography. 

Tiempos Headline

Price – USD650 (Full family)

abstract
Abstract

Vesterbro with GT America Mono

Vesterbro is a type of font that provides a sense of being well-behaved blended in with optimism and a slight touch of playfulness. It has a charm that the highly versatile and functional GT America Mono emphasizes even further. 

The mashup is surprisingly good and refreshing. Vesterbro has enough distinction, calmness, confidence, and compelling appeal that works rather well with the Swiss Grotesk feeling of GT America Mono. 

The font combination is a perfect choice if you want your design to define emotion. It is especially handy for complicated branding and corporate identity projects where various styles are required.

Vesterbro

Price – USD595 (Full family)

GT America Mono

Price – USD945 (Full family)

adjuvant capital
Adjuvant Capital

Orpheus Pro with GT America

The Orpheus Pro and GT America combo is a lovely mixture of elegance and contemporary. The font pairing is a great way to switch things up in your design.

The whimsical, slightly modern Orpheus Pro serif typeface with the modern sans-serif, GT America is a truly modern option but it works well at conveying the message of your project.

Orpheus Pro comes with a flowing italic style that’s beautiful and has a calligraphic feel. It’s especially noticeable in its alternate, swash characters, and ornate ligatures.

The typeface features a beautiful, flowing italic design that takes on a calligraphic feel, especially in the huge collection of ornate ligatures, alternate and swash characters.

GT America, on the other hand, is a versatile Gothic font with a Swiss mindset. Overall, the typography combination is music to the eyes.

Orpheus Pro

Price – USD249.95

faculty department
Faculty Department

Tiempos Headline with Neue Haas Unica

Tiempos Headline has a more traditional form while Neue Haas Unica is unique and elegant and can be paired with a wide variety of typefaces. These characteristics make for a classic font pair. 

The simple text and thin lines of Neue Haas Unica is the perfect combination for the tight spacing and high contrast of Tiempos Headline.

You can use them in conservative industries or corporate design that require traditional font combinations but without the element of dullness. The serif and sans-serif pair has enough professional feeling to it but interesting enough for your traditional design to veer away from boring.

camdales
Camdales

Canela with Adieu

A display typeface, Canela takes is a fresh take on historical forms. It features flared stroke endings, which took inspiration from stone-carving. The crispness of its shape is a welcome balance to the high contrast and wide proportion design features of Adieu.

The vibrancy of the font pair may not be your typical combination as the rhythm and forms may not align with how you want to think of them. However, they offer a distinct voice to design projects that will not make them feel like you’re bringing people to something traditional.

Canela

Price – USD800

Adieu

Price – Approximately USD495 or EU450 (Full family)

openhouse magazine
Openhouse Magazine

Sneak with EB Garamond

Fusing a modern sans-serif with a traditional serif is an effective way to pair fonts, like this Sneak and EB Garamond typefaces combo. 

Sneak is a neo-grotesque sans-serif typeface that features some reversed characters. Its top-heavy S has a peculiar style that made it look like it’s upside down. The crispiness of the font makes it great for larger text or headlines.

Pairing it with the classic EB Garamond result in your design having an engaging sense of balance. 

The stability and authority of EB Garamond and the simplicity of Sneak make for an eye-catching and versatile combo which you can use for your social media to poster graphics.

Sneak

Price – Approximately USD385 or EU350 (Full family)

EB Garamond

Price – Free for download

haus
Haus

Roslindale with GT America

Roslindale is an exciting typeface that will capture your attention right away with its many dimensions. The serif is a condensed headline with a traditional Victorian feel to it but is high contrast and slender inform. 

You can never go wrong when pairing the modern, elegant version of the historic old-style font with subtle moments and the versatility of GT America. You’ll achieve a mixture of contrast, stress, and texture while maintaining a dynamic and controlled design.

Roslindale

Price – Free for download

cirrus
Cirrus

Canela with Univers

Canela is a robust typeface that is somewhere between a serif nor sans serif. It challenges traditional classifications and comes in sharp and soft forms. The modern fon with distinguished classical roots works extremely well the sans-serif neo-grotesque Univers.

The flexibility and neutralness of Univers balance the uniqueness of Canela and will instill your design with a feeling of warmness and trustworthiness.

Univers

Price – USD35 (Individual styles)

calliforniacalling
Californiacalling

Larish Neue with Work Sans

The serif font-face Larish Neue has seen some updates to provide it a more contemporary appeal. It may not be as quirky as the Larish Alte, but it does offer a lot of distinguishing letterforms.

Pairing it with the open-source and free Work Sans font results in an impressive design project. It is optimized and simplified for both screen and print, thus making it quite popular these days so we’ll surely see a lot of it not only in graphics but on the web as well.

Larish Neue

Price – Approximately USD99 or EU90 (Individual styles)

Work Sans

Price – Free for download

feather
Feather

Value Serif with Futura PT

The font pairing creates such interesting elements thanks to the distinctive and unusual design features of Value Serif, as well as the ubiquitous nature of Futura PT. 

Futura PT is a sans-serif geometric font-face that brings a sense of modernity to Value Serif.

On the other hand, the latter brings complexity and mystery to the simplicity of the geometric typeface. Your design will always feel modern but will have a unique edge to it. 

Futura PT

Price – Free for download

experience
Experience

HK Grotesk with Leitura News

Pulling inspiration from classic grotesques, the sans-serif font HK Grotesk is multi-purpose. You can use it in a wide variety of designs and projects without being intrusive to the eyes of the readers.

Its distinctive character and friendliness make it suitable for small text and to pair with the sharp and crisp Leitura News serif typeface.

Leitura News is best used in an editorial. It’s an excellent tool kit for any typographer. It works well together with the minimalist HK Grotesk because of its harmonious consistency and contrast.

The best thing about the font pair is that they will not distract readers from the content. 

HK Grotesk Pro

Price – Free for download

Futura PT

Price – USD26 (Individual styles)

whispers&giants
Whispers&Giants

Times New Roman with Roboto

Times New Roman may be overused, but it’s still one of the most trustworthy typefaces out there. The go-to font has always been the star of documents and newspapers, pairing it with the right typography like Roboto can transform it into an effective headline. It brings emotion to the more or less void font. 

The typefaces make a great font pairing as the versatility and adaptability of Roboto can bring out the beauty in Times that we usually overlook.

Times New Roman

Price – Free for download

cup of couple
Cup of Couple

Perpetua Titling MT with ITC Franklin Gothic Std Book

Perpetua Titling MT is a display variant of the Perpetua serif typeface and originally meant to be a Monotype.

For decades, it has established itself as an excellent font to use for contrasting headlines, especially with sans serif font-faces like the ITC Franklin Gothic Std Book.

With its contemporary, crisp style and the design characteristics of ITC Franklin Gothic Std Book, you’ll obtain a modern design that can stand the test of time. 

Perpetua Titling MT

Price – Free for download

ITC Franklin Gothic STD Book

Price – Free for download

queenslandballet
Queenslandballet

Domaine with Calibre

The font pair goes really well with the niche of the website. Ballet is a beautiful art and what better typography to use than those that evoke elegance and beauty. 

Domaine is a pretty typeface. Reading it feels like you’re strolling through a charming topiary garden. It has organic forms that are controlled meticulously, while its natural presence is further enhanced with little jagged serifs.

Calibre, on the other hand, is a distinct font that shares a handful of characters even though they were created simultaneously. It’s leaning more towards neo-grotesque, which is a genius move.

Domaine

Price – USD300 (Text Family) USD1,000 (Complete)

Calibre

Price – USD350 (Family)

borsen atelier
Borsen Atelier

Tiempos Fine with Mabry

The Tiempos Fine and Mabry font combination is trendy and contemporary. Both font-faces have so much personality, and yet they do not clash but rather complement each other beautifully. 

Mabry is a demure font with qualities that you’d want to take all in. It’s a hybrid sans-serif of the opposing aesthetics of rational geometric sans and irregular grotesques. The fancy font has controlled sweeping curves that go very well with the sharp details and high contrasts of Tiempos Fine.

Tiempos Fine

Price – USD300 (Family)

Mabry

Price – Approximately USD50 or EU55 (Individual styles)

onemedical
One medical

GT Super with Ginto Nord

GT Super and Ginto Nord is yet another superb example of serif and sans-serif font pairing. 

Ginto Nord is from the Ginto font family. It takes Ginto Normal to a different level by remixing its structure with wider proportions and pronounced details. It also stretches from fine hairlines to solid ultra-bold forms. 

On the other hand, GT Super is a rad 70s-inspired typography. It followed the footsteps of Perpetua Super, Times Modern, and Trooper Roman but expanded their unique traits in one consistent typography. 

Together, these versatile fonts offer high legibility without compromising the overall aesthetics of your design. 

GT Super

Price – USD900 (Family)

Ginto Nord

Price – Approximately USD446 or EU405 (Essentials)

dipsea
Dipsea

Canela with Basis Grotesque

Canela is one of the most graceful display font-face you’ll find. It also defies a lot of traditional classes, wherein its forms draw a thin line between serif and sans-serif. Its traits are a mixture of sharp and soft, as well as modern and classical. 

Meanwhile, Basis Grotesque is a custom-made typography for Hotshoe, which was expanded for commercial use. It has a style that pulls inspiration from the early grotesques. However, it was injected with just enough twists to make it more shapely and behaved.

You’ll be able to create contemporary designs with a touch of playfulness, while still maintaining a professional vibe.

Basis Grotesque

Price – Approximately USD55 or EU50 (Individual styles)

Conclusion

There are numerous various styles available out there, so it’s quite challenging to find the perfect font pairs suitable for your project. There are millions of available typography out there, and you need to carefully think about which ones to combine since not all fonts are winners.

Fortunately, we’ve made your life a bit easier with this list of the 37 best font pairings to inspire you on your next design. 

19-ui-design-trends-for-web-and-mobile-worth-your-attention

19 UI Design Trends for Web and Mobile Worth Your Attention

The holidays are over, the new season of creative challenges is open, and that’s a good time to take the look back at what has been popular in UI design for websites and mobile applications this year. Here we’ve gathered a quick review of hot UI design trends in 2019. Some fresh trends are just taking their positions while the others have already solidly established themselves and got new faces this year. The article is packed with UI design examples.

Hero Illustrations

Hero images are not a kind of modern-day invention: for recent years, they have been used for making web pages clear, elegant, catchy and meaningful. No wonder: hero images improve perception as most users notice and decode images much faster than words, so the picture is not only the element of attraction but also an informative part of the page, providing a quick visual message about the content.

The correct composition of the hero image can strengthen navigation and bring more attention to the call-to-action button. Yet, talking about trends, for the recent year we are seeing the wide and diverse digital illustrations in contrast to photos that were much popular before. It can be explained, perhaps, with the higher flexibility of illustrations for user experience design goals. Digital art opens limitless possibilities on styles, characters, environments, compositions and perspectives, and a combination of them with all the other layout elements into one design.

web design example

The web page where hero image and copy content present solid composition, set a positive atmosphere and inform users about the theme of the content the Health Blog provides.

The landing page for the illustration conference builds the composition around the original and eye-pleasing animated hero image.

architecture magazine web design

The web page of the gallery of Pritzker Prize winners and nominees in the online architecture magazine features the artistic digital portrait of Zaha Hadid.

The landing page of the kindergarten uses a big funny and cute monster designed and animated as a hero image to entertain users and set the needed emotional background.

Typography Based Webpages

Bold and catchy typography as a crucial part of any design concept continues to keep its high presence in web and mobile layouts. It’s even hard to call it a trend as it should be seen as a default and vital part of the UI design process. Designers pay much attention to keeping it not only beautiful but also readable and scannable with typographic hierarchy and choice of proper fonts. Yet, there is a noticeable trend contrasting to the previous one: more and more websites and apps are based around typography as the core of the user experience design and attractiveness, with no images at all. The visual and emotional appeal, in this case, is reached with not only the search for interesting and original fonts but also with animation, color contrast, filled and outline letters in one piece of text and other tricks. What’s more, design approaches now demonstrate deeper care about text content itself and its integration into the layout. For example, informative and catchy taglines have shown growing presence as a part of web interfaces, especially in landing pages.

The website of a construction company is based on animated interactions and color contrast with the tagline. The color also works as a way to unite the company logo, tagline, and CTA button into one harmonic system of the layout.

Typography-based home page for the website of the urban digital conference, with catchy animation for the text content.

Transparency Behind Navigation

Many examples in this post feature another popular trend of this year: the transparent background for navigation elements. Now designers find the good level of contrast to make the navigation visible and legible instead of marking out special zones with another background. Such an approach supports the feeling of the integrity of all the layout.

Fashion portfolio website features the transparent header navigation

The ecommerce website selling insects uses the transparent background for header navigation and social buttons in the bottom part of the page

3D Graphics and Animation

For the recent year, the integration of various 3D graphics into mobile and web interfaces has demonstrated the rocketing growth. As well as the diversity of styles and approaches. What’s more, many designers move from static images to 3D animation to make webpages and app screens even more dynamic and engaging.

Creating this kind of graphics is quite a challenge that requires specific skills and artistic eye; also, it’s time-consuming. Nevertheless, it’s worth bothering: 3D is always eye-catching and users never pass by not noticing it. 3D images are a kind of flexible visual content. On the one hand, they often look photorealistic which is a big advantage for user interface design: this kind of graphics may save the game in cases when photo content you need is impossible to get or highly expensive. On the other hand, designers have a room for creative experiments and may create non-realistic images increasing the originality of the user interface.

homes of the future website

The website of the company building sustainable houses integrates 3D visualization of their product in day and night views.

The health blog applies the 3D animation of body parts as the core visual element on the page

The landing page for the flying school features the animated 3D hero image of a plane in low poly style

The welcome screen of the restaurant app features the complex and realistic 3D animation to engage users from the first seconds of interaction

Full-Screen Background Visuals

Another trend winning more and more positions on a wide variety of websites is full-screen background images. These can be all types of visuals: photos, illustrations, abstract compositions or specially rendered visualizations. The approach makes the screens visually and emotionally appealing as well as informative, as the image instantly captures users’ attention much faster this way. Also, it supports the feeling of the integrity of all the layout elements. However, it requires much skill and effort to find the right contrast and hierarchy of elements and integrate the navigation and text content properly so that the page wouldn’t turn into the illegible mess.

fashion model portfolio website design

The model portfolio page uses her full-screen photo as a basis of the layout, the navigation and text information are harmonically put on it and don’t spoil the impression from the photograph.

The website of the company selling hot-air balloon rides uses full-screen theme images as an impressive and catchy background and adds dynamic and the feeling of flight with slight unobtrusive animation.

mail service landing page

The landing page for the mail management app features the beautiful full-screen illustration with the copy content and call-to-action button elegantly integrated into it

Video Backgrounds and Diverse Video Content

With non-stop progressing technical improvements in the sphere of web development, video backgrounds for web pages aren’t seen as a great challenge anymore. As well as the integration of diverse video content into the web layouts. So, more and more designers now turn to full-screen videos as a way to capture people’s attention, create the needed atmosphere and give an instant view on the product or service that is offered.

Home page design based on a full-screen video about the product and processes for a website of the studio producing custom wedding dresses

Home page design featuring an atmospheric full-screen video for a website of an agricultural holding

Metallurgy plant website applying atmospheric theme video content on the home page

Diverse promo and explainer videos also get a high presence on webpages and mobile screens. In particular, they are helpful for marketing goals and increase brand awareness efficiently. A video works well for attracting customers’ attention and provide them with core information quickly. A video activates several channels of perception — audio, visual, sound — simultaneously and enhances them with a power of storytelling. That makes video content meaningful and memorable especially if based on high-quality graphic design and animation. People are daily overloaded with tons of information, so most of them aren’t ready to devote much time learning about products or services. That’s when videos save the game as a dynamic and attractive way of communication.

Here’s an example of an explainer video designed for OffCents app promotion.

Minimal Mobile Navigation

In mobile user interfaces, with the limited space on the screen, designers tend to find ways of reducing space for navigation and this way increasing space for content. This trend is now the reason for hot debates at the aspect of usability and clarity of interaction design; yet, new ideas arise and take their place.

The bar inventory application focused on interactions with content tabs and minimal navigation

One of the design practices getting popularity for the recent year is experimenting on mobile  UI interactions without buttons. This approach saves the precious space on the screen for more information and it is even believed to be the initial step to the virtual interfaces based on gestures only.

nature encyclopedia app design

The nature encyclopedia app presents interactive infographics for a variety of themes. All the interactions with the data are based on gestures without any buttons applied in the layout.

Font Experiments and Contrast

No doubt, combining fonts in interfaces is not a trend but a core operation as old and stable as the design itself. However, the recent year was marked with trailblazing experiments in this sphere. With a massive focus on readability seen before, a whole lot of interface designs started looking like twins with the same well-checked font combinations. So, now more UI designers step forward to more originality and fresh looks achieved with fonts. It is especially noticeable in the domain of taglines, headlines, brand names and short phrases that are usually presented in quite a big size so sophisticated or experimental fonts don’t do any harm for their readability.

A product card for the tea ecommerce website features quite an experimental font making the whole design look original

security app landing page

The landing page designed for a security app combines experimental hero illustration with the solid and bold font to create the bright and emotional look

Split Screens

The trend of designing split screens and pages really holds ground for the recent year, getting more and more diverse expressions on websites and apps. This design practice is nothing new – it goes away and comes back in various spheres of design, but now it’s well back and alive. The approach is thought to be effective at the perspective of responsive design: it enables to play with content variations not missing the consistency. In addition, it opens the limitless area for color combinations and experiments. Split screens are helpful when it’s important to show the duality of options of equal importance.

car aid landing page design

A landing page for the car security service app with a contrast split screen uniting the pats with a digital artwork visualizing the theme

food order website design

Split webpage for a food order and delivery service: one part applies the light background, text description and bright CTA button while the other users a tasty-looking meal photo as a background

bug store website ecommerce

Product page for an online bug store uses a split screen with informative part to the left and interactive one to the right, all united with a product image in the center

Asymmetric and Broken Grids

Creative experiments with grids have never stopped for the recent year. The custom grid is the way to save the feeling of harmonic layout and placement of the elements with a higher level of flexibility and originality. In many cases, it’s also the way to rethink the visual hierarchy and draw the visitors’ attention to the needed zones or elements of the layout. Or it helps to make the consumption of much homogeneous content easier. Asymmetry and broken grids are found as one of the ways to reach this goal. However, this sort of creativity requires thorough research and testing so the effective result often comes via several iterations tested and analyzed in terms of usability and visual perception.

The gallery app uses the asymmetric grid to present various types of artworks in one beautiful feed

The website for an agricultural holding users the grid that changes in the process of interaction and makes the interfaces more engaging and visually appealing

Interactions with photo galleries on MYWONY website features the asymmetric grid to make only one picture in focus but also support the feeling of the big gallery

Visuals-Based Ecommerce

Design for the ecommerce interfaces is a special challenge: it should keep a good balance between common well-known patterns easily recognized by buyers and creative solution that help the platforms stand out from the competition. The trend of this year is prominent, sometimes even overwhelming visuals demonstrating products and quite small text content blocks contrasting to them.

ecommerce website mobile

Hero section design for an ecommerce website and its mobile view feature prominent photos in combination with sophisticated typography

home decor website design

The ecommerce platform selling hand-crafted furniture and interior decor features the prominent 3D visualization

fishing ecommerce website

The online store of stuff for fishing also built around big visuals demonstrating the items

Overlaying Animation

UI designers never stop searching for new methods of making pages and screens engaging. One of the ways getting more and more popular is the animation of several interactive layers that make scrolling experience original and dynamic as well as support the integrity of interaction for long webpages or feed screens.

The home page designed for the website of the innovative energy service quickly grabs attention and informs users about its values with a nice animated hero image that makes the scrolling experience natural and dynamic.

Experimental Art-Inspired Graphics

As custom illustration has established well in user experience design and many products and companies use it now, the competition grows day by day. So, illustrators and UI designers are always in search of new solutions and ideas that would step to the next level of originality. Recently, it evolved into creative experiments that look based on high art. They push the limits of traditional composition and proportions, give rise to unusual characters, fantastic creatures and unexpected stories.

food delivery service website

The experimental illustration is used as a hero image on the website for the food delivery service. You may like it or not, but it will definitely catch your attention.

Website design for a small family-run winery features artistic and creatively animated illustrations

Interactive Intro and Onboarding Stuff

Onboarding design is for sure not an invention of today. Still, one of the really hot and rocketing trends of this year is the appearance of diverse introduction projects giving a deeper understanding of the brand, company or product and supporting their promotion with emotional and catchy storytelling. These can be tutorials, integrated gamification elements and mini-games, cartoons, interactive magazines and much more.

Mywony storyboard design

Creative and interactive brand intro for MYWONY, a brand of wedding dresses

Limited and Monochrome Color Palettes

The growing interest in minimalist design for maximum functionality resulted in a broad presence of monochrome UI solutions for web and mobile. The layouts of this kind usually look stylish, harmonic and non-distractive. However, designers have to invest much time and effort to make them not boring and ensure that all the core elements of interaction are instantly visible.

bauhaus events web design

The landing page for an event devoted to Bauhaus movement features the limited and contrast color palette that reflects the values and approaches of that artistic school

beauty ecommerce website design

Design for an online store selling cosmetics and beauty care stuff features the sophisticated interface in different shades of nude to make an advantageous background for the items

The home page for a web platform on cybersecurity is based on the monochrome layout and catchy futuristic animation 

User Choice of Color Scheme

Another thing to mention about color is personalization. User interface designers and developers strive to provide more functionality with which users may customize the features according to their personal needs. One of the most popular ways is giving a user the choice of the color scheme they like more for a particular interface. Sure, it takes more time on the design process but definitely contributes much to positive user experience.

ui design mobile app

mobile app ui design

These are screens of a stock analysis app Bitex that offers users the choice between light and dark color schemes

Color Contrast Across Pages or Screens

One more way to apply color contrast for the sake of user experience is using contrasting colors as backgrounds for different screens within one app or website. This way designers not only add a pinch of diversity into the product but also provide effective visual separation for different kinds of content or various purposes.

nature encyclopedia app design

Nature encyclopedia app uses a dark background for encyclopedia screens and light background for charity screens

webdesign wedding dresses

MYWONY website uses a dark background for Lookbook screens and light background for Collection screens

Infographic-Style Numbers

As we mentioned in the article about web scannability, readers subconsciously associate numbers with facts, stats, sizes and distance — data which is potentially useful. So numbers included in copy catch reader’s attention while words representing numerals can be missed in the bulk of copy. What’s more, numbers are more compact than the textual numeral, so it makes the content more concise and time-saving for scanning. One of the trending design features goes even further: it makes the numbers prominent and more noticeable than text as it’s often done in infographics.

biography website design

Here’s design for an award-winning biography website devoted to Stanley Kubrick’s path of glory, life, and creative heritage. Contrast and elaborate typography as main visual expressiveness tools are successfully combined with prominent infographic-style numbers presenting important dates, milestones, and facts to make the resource informative and information digestible.

environment protection community website

Environment community website sets the visual hierarchy of the home page to make the major information, infographic-style numbers, and CTA instantly visible.

Forms Above the Fold

Although there is much claiming that the importance of the above-the-fold aka pre-scroll area of the webpage is not that vital, users still interact with it much more than with everything that is below. So, some websites and landing pages put the interactive forms right into this strategic part, often right below the website header. This way the users that are ready to act and complete conversion without learning more can do it immediately.

luggage delivery service website design

The landing page designed for a delivery service that takes care of clients’ luggage delivers it to the destination chosen by the client features the form right below the header

scuba diving course

The landing page for the scuba diving courses also features the interactive form of the extended search in the above the fold area

In general, it’s easy to see the global design community continues with building up the diversity in interface design. And that is the most user-friendly trend. There are millions of users with different tastes and preferences, feelings of what is convenient and beautiful for them, and now they use apps and websites as a part of their daily routine. The more variants we design for them, the wider range of options users will get to find the ones which fit their specific wishes. Looking forward to seeing what trends will be found the most popular at the end of the year.

Originally written for Tubik Blog

3-trends-from-prime-day-2019-to-guide-your-black-friday-and-cyber-monday-amazon-strategy

While shoppers may be thinking “back to school” for sellers, September means it’s time to set a strategy for key Q4 sales events like Black Friday and Cyber Monday, if you haven’t started already. To help marketers get a better handle on how to maximize their sales and profit over these high-traffic periods, my colleagues and I examined Prime Day 2019 sales activity across our client base of thousands of Amazon sellers. The results showed that the biggest trends to watch are the increase in volume not matching cost-per-click increases, product discounting not being a barrier to revenue growth and the impact of organic sales.

The data below is based on two separate studies comparing Prime Day and non-Prime Day performance. Vertical-specific data is derived from sales and advertising activity across more than 1,300 products sold by our clients in each of the “Clothing Shoes and Jewelry,” “Health and Household” and “Home and Kitchen” categories on Amazon.

Non-vertical specific data is reflective of sales and advertising performance data across more than 1,100 products sold by our clients.

In both data sets, the Prime Day period represents data collected on July 15 and 16, 2019. The “non-Prime Day” period represents data collected over the four Mondays and Tuesdays prior to Prime Day. Specifically, these ‘non-Prime Day’ dates were averages across June 17, 18, 24 and 25, along with July 1, 2, 8 and 9. Finally, all products included in the study averaged at least one weekly sale over the ‘non-Prime Day’ period.

Expect markedly higher volume – but not (necessarily) CPCs or conversion rates

Events like Prime Day obviously generate a massive increase in traffic and sales on Amazon, but the corresponding increase in advertising activity doesn’t necessarily cause cost-per-clicks or conversion rates to rise at the same rate. Within the “Clothing Shoes and Jewelry” category, conversion rates stayed the same, and cost-per-clicks actually dipped 5.7% on Prime Day, despite ad spend rising 33% and revenue rising 540%.

average cost of sale only decreased by an average of -3%. We saw similar trends in other verticals as well.

here.



About The Author

Teikametrics. In his current role, Andrew manages the analysis, editorial direction and strategy for Teikametrics’ reporting on online retail advertising and the larger online retail marketplace. Prior to his time at Teikametrics, Andrew served as the manager of data insights and media relations at Salsify, the manager of market insights and media relations for advertising automation software provider Nanigans, and as the market analyst and lead author of reports for Chitika Insights, the research arm of the Chitika online ad network. Andrew’s commentary on online trends has been quoted by the New York Times, Re/Code and The Guardian, among other outlets.




hot-web-design-trends-of-2019

Nowadays, technology is moving at high speed. The number of websites is growing rapidly. They are progressing and transforming day by day, giving a designer a vast field for creativity.

What is hot in web design in 2019?

This year features a mix of bold experiments and fantastic digital effects, combined with reality and authenticity to make your brand stand out.

Web design trends 2019 are about stronger users’ interaction with the brand, new style, making your site more smashing, accessible, and easy-to-use, and influencing your target audience.

So let’s get to them!

1. Efficient typography

In 2019 typography is becoming increasingly popular. Great headlines and bold statements – stylish fonts are widely used to replace pictures and enrich websites, thus sending a message to the audience and grabbing the attention, too.

This year typography is about:

  • cutting parts of letters and words;
  • over-sizing;
  • animation;
  • placing photography inside typography;
  • adding negative space, and more.

Good news is that when applied correctly, the font frames your website, introduces the brand to the users, firms its position, and gives your design an exceptional visual effect.

Efficient typography-web-design-trends-1

Dennis Berti applies elegant typography, combined with subtle animations and contrast hues on their homepage.

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Vincent’s website uses a negative-space area with a plain heading (also paying attention to animated typography).

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Louis Ansa experiments with typography by adding animated natural shapes and smooth lines, broken-grid elements, and bold colours.

2. Gradient, over and over again

Gradient has been one of the most trendy web design features since 2017 and it is still strong in 2019. The cool thing is that this year it takes on irregular, often distorted forms pushing aside soft shapes and pastel hues.

Now, the gradient is about bright eye-catching colours, acid provocative tones, and high contrast almost in all elements you can imagine – from logos and CTA buttons to colourful blocks and backgrounds. This UI design trend is about adding colours and texture and creating modern cool web designs.

With this tendency, you can easily help your audience focus on the most essential content on your page and awake emotions. This year the gradient will surely be one of the most powerful mainstream colour.

Gradient-web-design-trends

Apply various techniques, change the radius, opacity, or orientation of gradients, suggested by Awwwards.

3. More natural and authentic photos

Photography is an important part of design that follows certain trends as well. It is a perfect way to attract attention and credibility. Now, users are tired of stock photos featuring smiling managers or a laptop with a cup of coffee.

Today, photography becomes more real, more authentic, and works perfectly this way. It’s a great way to escape from the digital flat world to the natural one. Imagine a very carefully arranged Instagram feed, and you’ll get an idea of your future project. It may look a little bit less flawless, but not tasteless and trivial.

However, you should remember about the high quality of the photos not to look amateur. Even if the style is getting simpler, the resolution should not be of low quality.

Natural-photo-web-design-trends

Remain true to the tendencies of 2018, but also add natural photos instead of stock imagery to make your website look more real and stand out from the others.

4. Personalized illustration

Illustration is one of the most emotional ways of communication. It plays a key role in user interaction, gets over the language barrier, being more enjoyable and smooth to people.

This year, illustration is in vogue again. From plain icons to homepages and entire sites, pictures remain at the peak of popularity in the design industry. What makes them so special? They are about storytelling and effecting through visual design, provoking actions that result in conversions.

Therefore, it is always a good idea to use personalized illustrations. They are a perfect method to show the brand from the other side, create a strong company idea, interact with its target audience, and make your website more friendly and greeting. Especially, when you are tired of photos.

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Intercom’s website is a perfect example of such a trend. Personalized illustrations and nothing more.

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Airtable is a flawless example of illustration use, from the homepage to the icons, making them the centre of the website.

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Scrumpy added illustrated icons and animation on their website to make the design even more amusing.

5. 3D illustration

Since the last year, brands like Nike and Reebok have actively begun to use 3D illustration, thus adding more realism and volume to the graphics. In 2019, the 3D trend is going to become the mainstream, taking a big part of the web design world.

3D elements remind of the true world, they also can take us to the future, or to distant planets. They enable you to feel them. In general, the possibilities of this direction are enormous, and the growth of technology makes things much easier and more accessible.

We believe that with 3D compositions, users can make purchasing decisions online faster and get better customer experience.

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Spotify uses 3D illustration to bring more attention to the content. Besides, they experiment with typography, making the heading striking and brilliant.

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Pitch’s website features illustrations and combines them with 3D effect, allowing the design to look more personalized and eye-catching.

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Cowboy’s website uses 3D illustrations, making them a distinctive feature. Not only the illustrations have a powerful effect, but also bold colours, organic lines, and neat animations create a cosmic impression while scrolling a web page.

6. Mobile-first design

Smartphones win popularity day by day. According to Statista, global sales of mobile devices reach about 1.56 billion yearly.

Mobile-first-design

Source: Statista

A great number of people prefer browsing websites on their phones, instead of the desktop and tablet. Therefore, mobile-first design is a must in 2019.

This trend changes the way websites are designed in principle. It means you create a project with mobile users’ needs in mind:

  • Make it as simple as possible;
  • Keep only the required elements;
  • Use chatbots and push notifications;
  • Design user-friendly CTAs to have more leads and sales.

The mobile-first approach is about convenience and satisfying mobile users’ demands. It influences the number of your site visitors, improves your SEO, thus providing more web traffic.

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Adobe’s website pays attention to a mobile-friendly interface, uses acid gradients and organic shapes to look trendy.

Mobile-first-web-design-2

Make convenient mobile-first layouts a priority and experiment with typography, colours, and overlapping elements.

7. Micro-interactions

Micro-interactions are tiny animations that get users’ feedback. They are almost invisible, but catch attention and look nice.

Micro-interactions make your brand stand out from the others, as your website will surely become more user-friendly. These neat details create the impression of a company, and call to users’ emotions and feelings. They also help to understand the website, and make your product more usable and the navigation simpler, thus increasing retention. For instance, they can convey the status of a system, warn of errors, help in interaction with an application, and more.

This UX trend is designed to surprise your audience and experiment with no limits. Smartly used, micro-interactions will become a perfect communication tool, provide your consumers with a positive experience, and mount conversions, as they are human and inviting.

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Tabbar animation by Kristina.

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Add more interactive elements to make the design lighter, like Paarth Desai.

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UI8 and their Product review micro-interactions.

8. Unique animation

The motion-driven design has been one of the most diverse and popular trends for a few years already and it is gaining even more popularity in 2019. It is the easiest and fastest way to bring your ideas to the audience.

Animated illustrations can be large and small, bright-coloured and eye-catching, thus helping users to navigate through your design with no effort. In addition to that, they would surely engage customers even when there is no other imagery in the project.

This is what gives traffic to your site or application: fewer static elements, more animation.

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Koox experiments with exclusive illustrations and animations throughout all the pages of its website.

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Adobe skillfully combines several trends of 2019, including typography, gradients, and animations, allowing the design to look more prominent and fresh.

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Paper Plane makes more emphasis on the design itself. They stick with 3D illustration, animation, and gradients to enhance their homepage.

9. Broken grid and overlapping elements

Nature-inspired web design continues to gain popularity through the market, moving from symmetry to overlapping elements and making your website powerful and original. This helps designers to boost their creativity breaking outside of the standard grid bolder and bolder and surprise the audience with open designs.

The integration of colours, images, illustrations, and animations makes the layout more vibrant and attractive. Give the picture a lot of negative space and fill it with a short headline written in a strong font for easy perception.

The main thing is to think in advance about your design displaying on mobile devices. However, with coding becoming more subtle, the ability to add overlaps and broken shapes to your web pages becomes smoother.

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NourishEats’ website features not only various shapes that overlap, but also minimalism and pure tones which create an exceptional aesthetics.

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Daria Usova experiments with her masterpieces and her website, too. She creates a unique atmosphere by using overlapping elements and asymmetrical grids, colourful tones, thus making the design catching and exotic.

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Gestea’s website reveals overlapping elements as the main design feature on the site, strengthened by animations and powerful typography.

10. Integrated Video Content

With the growing popularity of video on social media, it’s a powerful way to provide more data, increase the audience time on a page and grow conversion rates. Dynamic video backgrounds make websites look fresh and catch users’ attention.

Full-screen video is one of the informative elements that inspire confidence to a company – showing the latest products or services offered, interviews with employees, clips about a firm, a certain lifestyle, etc. Besides, we are always happy to know that there are people behind any business.

Video backgrounds are very helpful if you run a business or a restaurant, sell products, propose any service, such as events and tours organization.

But make sure that the video does not interfere with the readability and the overall perception of the information and use it in a proper way.

Integrated-Video-web-design-trends

Badass’ website is about video background combined with strong typography, vivid colours, and authentic imagery.

Conclusion

Web design involves a great number of trends that are constantly changing. However, a well-organized and neat website makes your experience as convenient as possible, evokes emotions, and leads to better conversion.

There are key principles you should take into account:

  • improve readability and make the website easier to understand;
  • increase your web traffic and higher lead conversion via your site;
  • make your website more visually attractive, and more users will stay on a webpage;
  • the longer a visitor stays on your site, the more likely they will make a purchase.

We hope we have helped you understand the tendencies of web design and inspired you to make effective and not boring pages. It is worth noting that you do not need to blindly follow all of the latest web design trends. Choose a few that will surely become your magic wand and remember: websites are more than just a medium of information – they are a reflection of your company’s spirit! What could be more important?

7-top-css-trends-for-2019

As time goes on, web design is getting more innovative. Rather than just displaying information, websites are works of art, featuring complex animations, unique layouts, and micro-interactions. So many of these things are possible through CSS.

CSS gives style to normal, boring webpages, and enables everything that makes websites enjoyable to interact with. 2019 brings with it plenty of new horizons for web design, and these are the 7 CSS trends that will define the year.

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CSS Grid

The prevailing standard for grid-based layouts has been Flexbox. In fact, at its height at the end of 2018, nearly 83% of page loads on Chrome used Flexbox. But a new contender has entered the ring.

That new contender is Grid. Still young and only seeing use on about 2.25% of page loads, it has still skyrocketed in popularity, only representing 0.25% of page loads at the start of 2018.

Grid is being hailed as better than Flexbox. Flexbox gives you control of vertical or horizontal alignment, but not both at once. Grid, on the other hand, does.

CSS experts attribute the lack of popularity to the fact that most major websites are not using it. After all, that data above is based on page views, not the raw number of pages that use Grid. It was only fairly recently that major sites adopted Flexbox, so it makes sense that they don’t want to make the switch just yet.

2019 will definitely see the growth of Grid, however, because it unlocks a degree of creative freedom that other options do not offer.

CSS Writing Mode

Example of CSS Writing Mode

Not all languages are written and read from left to right. For languages that go in other directions, you can use the writing-mode CSS property.

Flow text from top to bottom or from right to left and adjust the horizontal and vertical values. You can even display text sideways vertically, rotate the text for certain designs, and mix scripts.

Read up on CSS writing-mode »

Mobile Animations

Animations as a tool for engagement are increasingly popular. Websites will start to use more and more animated loading icons, page loads with limited design, etc. to keep the user’s attention.

An example of this from a popular website is YouTube. Open the YouTube mobile app and scroll through the videos. If you stop for a second, the video will autoplay with the sound off and show captions.

Animations are also used as indicators for an action or a task. Animated buttons and lists are becoming common too. Read all about using CSS animations here.

Popular Frameworks (Bulma, Tailwind, Bootstrap 4, etc.)

Foundation CSS Framework

CSS frameworks have been around for a while, but they’ve only been growing in popularity in recent years. If you need a primer on what a framework is, read this.

Awwwards defines a framework as:

“A framework is a standardized set of concepts, practices and criteria for dealing with a common type of problem, which can be used as a reference to help us approach and resolve new problems of a similar nature.”

As we move to a more mobile web, frameworks are adjusting to compensate. Styling and design are changing, animations and action are becoming more common, and a focus on simplicity and end user experience are more important than ever!

In 2019, many well designed frameworks are taking the lead and helping developers and designers to ship faster than ever. A few of the most notable frameworks being used around the web in 2019 are:

  • Foundation – Responsive, mobile-first framework and used as enterprise solution;
  • Bootstrap 4 – Bootstrap is one of the biggest CSS frameworks used worldwide, version 4 comes with new features for color schemes and utility classes;
  • Materialize – Popular framework focused on material design styles;

Read more about the top CSS frameworks for 2019 on Scotch.io.

Single Pages, Experimental Navigations

Carrd single page website builder.

With websites becoming almost as synonymous as having your own profile on social networks, more users are turning to simpler solutions and single page options to send traffic out to other locations.

Common examples include:

  • Linktree – Simple page with links to your socials, products, etc.;
  • Carrd – Simple, free, fully responsive one-page sites for pretty much anything;
  • About.me – More professional focused portfolio site, similar to LinkedIn but with room for creativity;
  • Instapage – Top landing page builder for businesses and startups;

These single page websites are being taken further with the creative use of CSS and styling to enhance the experience. The Next Web highlighted ‘large and experimental navigations’ as one of their ‘10 exciting web design trends you can’t hide from in 2019’. So why are people moving to these interesting layouts?

Because of action. With the focused large buttons and navigation, users immediately click to the desired location. Whether that be a shop, informational page with hours/details, or just a new video/song.

More and more websites are simply set up as directing points for companies, individuals, or groups to send traffic to and then distribute out. Musicians use Linktree and other services to share their new songs on all streaming platforms, and get a cut of the affiliate revenue in the meantime.

Variable Fonts

Google's 'Introduction to variable fonts on the web'.

Highlighted by Carrie Cousins for Designmodo’s ‘Top 17 Web Design and UI Trends for 2019’, variable fonts are defined as “a collection of master styles, with one central ‘default’ master (usually the Regular font style) and multiple registered “axes” which tie the central master to the other masters. For example, the Weight axis might connect a Light style master to the default style and through to the Bold style master. The individual styles that can be located along this axis are called “instances”.

What this means is that fonts are more responsive and seamless across devices and platforms. You can scale the width, sizing, and other aspects of the font more easily without jumping from font weight to font weight or switching fonts entirely.

Check out an example of the variable typeface ‘Amstelvar’ on GitHub. Also read the full analysis on variable fonts and how they will change the web from Google.

Scroll Snapping

'Practical CSS Scroll Snapping' from CSS Tricks.

Last, but not least, scroll snapping is a relatively new technique used for snapping users to certain scroll points. Rather than a fluid motion down the page or left to right, you can have the page scroll in increments. Popular uses of this are for swiping through products or details on a page, scrolling through a book/reading experience, and sliding down a page with incremental blocks of information.

CSS Tricks features a great guide on Practical CSS Scroll Snapping.

The guide features information on browser support, best practices, and the properties you should use to ensure your scroll snapping works as intended.

Want to see how scroll snapping works? Check out these examples on Webkit.

The Present and Future of CSS

There you have it. These are 7 of the top trends and developments for CSS in 2019. What is your favorite trend?

top-19-web-design-trends-for-2019

The most significant trends range from the choice of color, use of texts, typography, the overall interface, voice, and the UX among others. Websites are primarily defined by the way they appeal to users.

2019 has been a remarkable year in terms of web design trends. We have witnessed a rebirth of old trends that seem to be giving the industry a new breath, and more is expected. 

Web technology has been evolving tremendously over the years, and to keep up with the demands, there have been some notable trends. It remains prudent to assess the patterns used in web designs and to effect changes where necessary. New technology comes with its demands, more especially in the IT sector. Elements of designs have become essential, and in this article, we highlight the top web design trends 2019.

Ideally, the most significant trends talked about range from the choice of color, use of texts, typography, the overall interface, voice, and UX, among others. Trends define culture in so many ways, and keeping up them ensures that you can relate and possibly be a part of the system.

emotions design
Notation

Emotion in the Design

The only way you can create a first real connection with your prospects is through crafting an emotional design. The best websites 2019 are based on that emotional appeal where they tend to subject users to either joy or sadness, create a sense of surprise and anxiety, or build instant trust or distrust from the onset.

The choice of colors used to portray any of the above feelings should be one to create that connection, and must also resonate with the content in both text and images. The overall look of the interface brings out a striking emotion to the user, and that dictates the outcome of the next step. It is all in the visuals that determine the customer’s next step. If the first thing they connect with on the website or app is one that appeals to them, then the chances of taking the appropriate action are high. Coming up with an emotional design captivates users, and instantly creates a lot of interest in what you have to offer as a business.

Colors in web design
Dice Berlin

Colors Speak Volumes

There is a difference between bright colors and vibrant colors. If you can draw a line between them, then you’re halfway done. A combination of dynamic image overlays and colored animations has become huge in popularity, a trend in web design that is not expected to relent. However, the choice of colors must gel professionally with other items on the website to relay the targeted message.

A look at the most popularly used colors indicates that bright blues and gentle purple are becoming easy choices for new websites and app themes. It is not the first time website design trends have been hinged on the choice of color or colors, but it is adequate to say that previous designs have played a significant role in evolution.

Amazingly, with colors, you don’t have to dismantle an entire web design to accommodate color. Provided you have a palette, deploying your favorite color becomes easy.

animation web design
X Company

Objective Animation

Animation is not anything new, but it remains a trend in web design, and it has to be done objectively. The main idea behind animations is to drive users to specific points in the design and to engage them interestingly. Necessarily, they should not take away the main objective behind the design, but instead, inject more power in its perception by users.

Even in real life, animations were designed to grab attention quickly and to make the user want to see beyond the pictures. This is a good time for web designers to take full advantage of the growing technology to come up with striking animations that draw users in droves.

Voice with a Difference

It is deep in 2019, and web users are looking at the easiest ways of accessing web content. They are the customers here, and they must have it their way. If, as a web designer, you can be able to capture how users interact with voice commands during keyword search, then you are not badly off.

However, in addition to including the voice command option, the content available must be plenty, and top-notch. Voice interfaces were created mainly for data and information, and therefore, to maximize on this popular trend in UI design, avail the content and make it easily accessible through the voice command.

single page websites
Goods

Reverting to Single Page

Gone are the days when scroll was presumed void, times have since changed. The new 2019 web design trends are slowly embracing the single page design featuring a conspicuous scroll where everything appears from the front page. It is perhaps the most engaging feature where users can easily access a lot of page features through navigating the menu.

Ideally, it eliminates the long-form approach where users look like they are doing the searching themselves, in a congested page. Following the growth of mobile use over the years, the single page design fits best for mobile users who have already been used to scrolling. It facilitates ease of access to different content as indicated on the scroll bar. Given how website users can be impatient, a single page offers them the opportunity to view what your website is all about and whether they are likely to find whatever they need quickly.

surrealistic designs
Gyor

Going for Surrealistic Designs

Let’s face it, it’s a crazy world, and you have to come up with a web design that is composed of surreal elements to make it this 2019 and beyond. People are looking at designs that appear more dream-like than real but still, create an even more significant impact. Though previously tried out in website trends, abstract designs have never been this relevant in web development.

Creating a working technique gets you back to creating the targeted emotion for easy connection with your prospects. The advantage is; these surreal designs tend to bring out a unique relationship with users in a manner that they can feel a part of the design completely.

For example, most users find animations, cartoons, and weird illustrations a bit engaging, and hence appealing. After all, the main objective is to get users engaged throughout the experience and to give them something fresh. It is expected that a lot of surreal designs will be used in the future to an even bigger impact.

vintage typography web design
Haus

Shifting to Vintage Typography Designs

Probably the most obvious and the mostly adopted trend in web design for the year 2019. Web developers have gone back to basics, shifting from the modern designs to the good old vintage typography styles. The serif style of typing, the circular slabs, and the old-looking texts are seemingly rolling back the good times. Typically, these styles come in bolder and more appealing lines compared to the popular sans serif style. It explains why big players are adopting this vintage style.

Amazingly, the vintage typography style has a far much better screen resolution on all devices, making it one of the most easily adaptable trends even for years to come. Sans serif was arguably the most common style thanks to its readability on all devices, but it has come to pass; it is a downgrade to vintage typography styles.

ux web design
The New Yorker

The Focus Shifts on UX

With the advancement of technology, users expect an authentic web experience. Hence; the growing focus on UX writing for the best UI design. Text is inevitable in any good design, and the future is reserved for copy that not only connects users with the product but also engages them even better. It makes selling much easier as it is more concrete and practical.

It can be argued that writing in UX brings out some sense of respect to the user in the manner at which it gives them exactly what they want. Precision is the name of the game, and UX leaves no space for filler, but only content that makes absolute business sense.

variable fonts web design
The Unseen

Variable Fonts

The last few years have witnessed a grueling shift in the use of fonts. Developers have not got a grip on the most formidable fonts yet, but a little bit of variance can do the trick. It is about more than getting readable fonts on all devices, but settling on fonts that gel well with the overall website UI design. To many web users, OpenType variable fonts is a somewhat intimidating concept, but there is a justification to why it has become so popular. Regardless of the screen size, their design is responsive in a manner that enables projects to appear complete.

Some of the examples you may want to try include; Silkscreen, Roslindale Variable, and Dunkel Sans.

split screen web design
Dropbox

Split Screen Could be the Next Big Thing

The growth of split screens can be attributed to the increased use of mobile phones. Suffice to say; web design trends must factor mobile users in every perspective, from size to themes. Modern technology is looking at options where design content is accessible on all devices with a seamless UX. That includes even smaller devices where content can be collapsed into vertical blocks.

We are all too familiar with side-by-side screens which have become too common for the past couple of years, but more designs are today looking at asymmetrical splits for content. With this kind of website design trends, every form of content is perceived crucial as opposed to previous designs where larger items or items appearing on top were perceived to be more significant.

typography styles in design
Kinfolk

Need for Even More Text

The old adage ‘content is king’ never gets old. We are witnessing new dawn of more text. There was a slight dive in the way developers utilized text, but there is a considerable shift from stacked headlines and wordy designs to more text as the main featured element. If you can come up with the right typography style, this is a trend to look out for as it is sure to provide a lot of valuable information to users in a short time. Similarly, with the wrong choice of typography, it certainly will backfire on you.

Want ideas for text-rich designs? A triple or double-stacked headline on the main page is the way to go. It accords you, even more, texting space, and the outcome is smaller text size as compared to previous large fonts that have been used before. However, for the text to work, it has to be valuable. Readers can be a critical lot, and if they cannot relate the well-designed text to what they are looking for, it all counts for nothing.

The trick; for the best results, make a beautiful design and make every word in the entire text valuable.

visualization design
Google Cloud Showcase

More Focus on Visualized Data

It is a no-brainer; infographics seem to be the catching point in every design. The only way to effectively present complex data to users is through data visualization as it is not only interesting, but also easily comprehensible. The formatting is what users love, from the way they translate simple numbers to sophisticated algorithms. Primarily, it helps them understand what the corresponding content is all about, and is also helpful in a variety of ways. Visualized data can be used as still image or as an animation, depending on the platform, and the intended purpose.

For the best UI, data can be turned into a compelling story, where users are taken through the introduction, the body, and the end to the story. Everyone would love to be taken through that particular journey where no detail remains unclear. That way, understanding becomes easy, following too is almost instinctive, hence more time on site and eventually; high conversion rates.

gradients web design
Zef Cherry

Adding More Gradients

Gradients can be argued to be a versatile trend that can be utilized on virtually every design type. Today, so many projects are employing gradients to bolster their web design as they add a different dimension of color on different patterns.

Gradients are primarily used to distinguish color elements or give strength to a specific element by highlighting the intended content. They can be used successfully for designs considered poor art-wise to give them additional radiance and to improve the overall appearance of the web background. This 2019, gradients have been hugely featured as techniques for pairing with other choices of bright colors. That comes as a shift from the previous trends where they were used only as photo overlay tools. It is widely expected that with the popularity of gradients as one of the modern web design trends, the technique is only going to grow.

emotional design
Camberwell Festival

Use of Mobile Animation

Videos on mobile website versions may not have worked well according to web designers, but timed animations certainly have a place in the future of web designing. That follows a strong movement pushing for the inclusion of animations on mobile versions of websites. This could not be the only year we see it trend, but it certainly is the breakout year when the push has gained popularity.

The need to center business on mobile is growing stronger by the day, and it is expected that we will see scroll animations on mobile very soon. It is only the most relevant move right now, given how many people are using their mobile devices to access websites. That leaves web designers with the single option of doing everything possible to make designs mobile-friendly.

using 3d web design
Prior

Use of Flat Design for 3D

3D is nothing new in design. Actually, it is very commonly used by top web designers. However, there is a massive impact when it is used to boost the appearance on a flat design. The intended purpose for three-dimensional renderings is to present a visually compact and exciting interface that appeals to the user from every angle.

It can be viewed as addition of virtual reality touch where there is nothing special to look at. This new trend has adopted deeper layers in addition to animation to make it work better. It may sound a little more technical for a novice, but once you get the grip, it is one of the most amazing trends this year has brought.

Considering the flat design is an ordinary trend for many years, 3D flat design is certainly an upgrade coming with a lot of promise. It won’t be any surprise if more additions were made on the same in the future, but as for now, let’s enjoy what we have.

real design elements
Brand.Squarespace

Going for Deeper and Real-like Design Elements

We are still witnessing the growth and adoption of virtual reality, but there is no question about how influential it is today. Not everyone has access to VR yet but at this rate, it is soon going to be a household in web designing among other faculties.

New website UI designs are adopting more depth in their designs, as well as other design elements that tend to bring out a more real touch to their projects. We are talking things like illustrations, 3D look on shapes and moving objects, or basically, any product that users can identify with. It is only the beginning; more designers are eventually going to use these new techniques and sooner or later, it will become a normal thing.

natural shapes design
Florence Blog

Going for Natural Shapes

Website UI pages may be set up for grids that appear systematically, but new trends dictate that designers use natural, organic shapes. Regular shapes such as squares, triangles, and rectangles tend to create a feeling of stability thanks to their sharp corners, but that doesn’t seem to be all. What about comfort and accessibility?

Organic shapes, in their irregular and asymmetrical shapes add depth to a design, and they are what makes a page stand out. The idea of designers adopting this trend is to make their projects feel more alive through the adoption of real-life structures. These are shapes that draw inspiration from nature and spontaneously capture the attention of the user.

micro interactions animations in web design
Grand Image

Use of Micro-interactions

The main purpose of micro-interactions is to create surprise and anxiety to the user in an appealing manner. This happens when a user takes a specific action on a website, and there is an instant response to go with the action.  For example, in most cases when you refresh a page, there could be a beep, or notification to display an action, that amounts to micro-interaction.

It is a trend that has been used previously, but 2019 has witnessed significant growth among other website design trends. They come in chimes, scrolling animations, hover, and so many others where they target to get your audience involved.

video in web design
Outrider

More Video On-The-Go

More videos? Among the website trends 2019, it is easy to overlook the use of videos. They have been around for quite some time. However, there is a growing need for even more video content for the users on the go who find it less appealing to go through written text.

Video usage does not only simplify content, but it also diversifies the page to contain a lot more relevant information that captures more than what your audience is looking for. It is prudent, however, to include videos with the proper message. The user needs to find real value in every piece of content provided, therefore, purpose to deliver meaningful videos that will not culminate to wasted time for your audience.

Conclusion

It is the different cultures and new lifestyles that have been dictating web design trends over the years. However, in line with what counts as effective designs, developers aspire to move with the trends that make economic sense in the eyes of businesses. Most importantly, choosing a design that resonates with your business is what counts in the end, in addition to being trendy. If you can find a balance between both, then you’ll be in for a great digital career. 

Similarly, among the web design trends 2019 featured above, you’ll notice that the majority of them are upgrades of previous trends. It is a fast-moving industry, where every effort is seemingly geared towards eliminating the guesswork in doing business, and adding value to the same. The projection is; we will witness a lot more trends in the near future, with some of the current ones giving way to more inviting trends.