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20 Latest Web Design Trends & Forecasts for 2020 You Should Know

Category: B2B News

What are the current trends in web design? 2020 is just around the corner, and, like everything else, web design is headed to a change in both strategy and form. As we head into the third decade of the millennium, nascent ways to search will come to the fore. Web design trends that have been gestating since the mid-2010s will become the norm. And advancements, as indicated in these machine learning statistics, will tailor each website to the individual user.

During these heady times, it’s easy to overlook why a website looks (and feels) the way it does. Major design philosophies and principles are in play for every change, whether it’s to make it easier for users to find what they’re looking for, or to convert leads into sales. This is why this article exists, so you can understand the mechanics of what’s trending in web design and leverage them to make your website more fluid, appealing, and functional.

While you can hire a web designer for cutting-edge web design, you can certainly do it yourself with little to no coding or design experience. Our picks of best website builder software will make it easy for you to lay the foundation for your website—or even make a fully-featured ecommerce platform.

key web design trends

Global internet penetration (currently, 57% of the world’s population) means a consumer will judge a business by how its website looks. 2019 sees 4.39 billion unique internet users. With these numbers, it’s easy to see that making your website attractive, easy to use, and quick to load has a ton of benefits.

After all, over half of these users expect a web page to load in less than 2 seconds. And that’s not all. People form an opinion of your website (and by extension, your business) in less than one.

increased loading page increases conversions

This is why leveraging the latest trends in website design is as useful as any marketing effort. Putting these ideas to work, drawn from the authorities in web design, such as behavioral analysts, SEO, and developers can allow you to make a website that will give your target customers what they need quickly and effortlessly.

1. Flat is In

Minimalism isn’t new per se as far as web design goes, but it’s come to the mainstream public consciousness with the rise of Apple’s design ethos. Minimalism or flat design is as much an aesthetic choice as a practical one, too. Websites with flat designs often load faster than other sites with more complex shapes and ornate designs, thanks to their simple geometries and monochromatic palette.

Flat design isn’t just about simple shapes as well. Strictly speaking, flat design is a concept that uses simple silhouettes and sparse elements, but it also employs clever tricks. For example, flat websites often use hidden navigation bars and minimal buttons. Material design, popularized by Google, will also have increased adoption because it’s at home with minimalist websites.

In 2020, designers will take these concepts to the next level. Gone will be the days when minimal means black and white. Designers will move toward more experimental layouts like overlapping elements, 3D or lifelike components, and organic or natural shapes.

Overlapping elements, Zoho Site

Zoho Sites’s website uses overlapping elements.

Flat is in highlights:

  • Minimalism or flat design is still going strong through 2020.
  • It’s both a practical and aesthetic choice.
  • Material design is going to be a big part of minimalism.
  • Organic shapes, 3D or lifelike elements, and overlapping components will become commonplace.

2. Premium White Space

Corollary to the first trend, white space allows the readers of your website to rest their eyes as they peruse the content.

Strategic use of white space on your website serves as a breather, which is useful in single-page, dynamically scrolling layouts. It also improves readability, which is highly useful when you need to impart information to an audience quickly. Breaking up a text-heavy page with a profusion of spaces keeps the reader from being tired out by long strings of letters.

White space comes in two sizes: macro and micro, and can be used either actively or passively. Macro white space refers to the space between graphics and copies on a website, while micro is the space between text lines, letter spacing, and other small elements. Meanwhile, active white space is the intentional use of white space to lead readers to a conversion (or to a CTA). Passive, on the other hand, is the white space that happens naturally, not by design.

White space isn’t exactly white; it can be any shade, as long as it’s empty. “Empty” in this sense means it has no contextual meaning, which is why it can also be called “negative space.”

Wix, a website builder, has a website that uses white space to great effect.

Wix white space

White space use in Wix.

Premium white space highlights:

  • White space is a space with no contextual or semantic meaning.
  • It’s important to organize or highlight certain elements of a page, such as a call to action.
  • White space comes in two sizes: micro and macro.
  • It can be used in two ways: actively and passively.

3. Web Design in Motion

In 2019, ecommerce web design trends are expected to push the envelope. This is all to make the user experience feel as seamless as possible.

One such trend these sites are banking on is the use of micro-animations, either through GIFs, HTML5, or CSS 3. With recent years’ instant gratification mindset, using animations above the fold or embedded on your hero image allows the user to see precisely what your website is and, by extension, what you can do for them. Images, after all, convey much more than words ever could, and moving images even more so.

And there is a reason for this. In 2009, a study found that consumers judge a website’s credibility in as little as 3.4 seconds when the home page loads. When your website is bland, tacky, or worse, unclear, users will no doubt close it and find another that will suit their tastes.

users form opinion in the blink of an eye

Smart and economical use of animation is paramount because these elements are often heavy in terms of bandwidth. Compromising your website’s loading speed in favor of animated graphics will only do more harm than good. Also, if the animation is more than 5 seconds in length, consider embedding a video instead.

Web design in motion highlights:

  • Micro-animations are short animations, less than 5 seconds, on certain parts of a website.
  • Web designers may use GIFs, HTML5, or CSS 3 to make these.
  • People leave a website in 3.4 seconds if it fails to capture their attention (
  • Micro-animations may help with dwell time.

4. Smart Video

SEO pundits often say that auto-playing videos when a website loads is detrimental to your dwell time, but 2020 may change that.

Dwell time—the metric that measures how long a user spends on your website based on a search—is one of the important factors in any website. You usually improve dwell time by making the site load faster, putting relevant information at the user’s fingertips, and making navigation pain-free. Smart video, on the other hand, leverages video marketing principles to pique the user’s interest.

Video marketing statistics are in agreement.

Websites with videos, especially catchy ones, enjoy 88% more engagement than websites with none. Like micro-animations, however, length is one of the biggest constraints here. Videos should be no longer than two minutes, with the highest engagement in the first 30 seconds of the clip.

Video Is King

% of users who prefer to learn about a product or service

Source: State of Video Marketing Survey, 2019

Smart video highlights:

  • Video is making a comeback in web design for 2019 and beyond.
  • Smart ways to use video include auto-playing when a guest does an action or visits a part of a website.
  • Websites with videos enjoy 88% more engagement than similar websites with none (Forbes).
  • 68% of consumers prefer to watch a short video to learn about a product or service (State of Video Marketing Survey, 2019).

5. Color Theory Redux

Minimalism doesn’t always translate to a website that’s devoid of color. Instead, 2019 and beyond will embrace the use of bold colors and, specifically, gradients.

The use of color naturally links with the use of emotional design. This principle uses elements on a page, primarily color, to evoke certain feelings that you want your customers to have. For example, a charity page may use subtle colors to stir feelings of pity and sadness. Similarly, an ecommerce website may opt for vibrant shades that call for action.

Color theory plays a big role in making a website feel more emotional. Designers can use the color wheel that corresponds to certain emotions, as described below. In 2020, using colors to highlight emotions will be more critical than ever given the trend to move away from words to visual and other sensory cues.

Wheel of Emotions

Color theory redux highlights:

  • 2019 and beyond will use ways to evoke certain emotions from consumers, a principle known as “emotional design.”
  • Emotional web design is going to employ subtle use of color and gradients.
  • Color theory plays a significant role in emotional web design.

6. Asymmetric layouts

A web page is normally laid out in invisible grids, which allow elements of a page to be organized. Not so in the coming years.

We will see seemingly chaotic or disorderly elements on a web page coming to a website near you. This doesn’t mean, however, that the user should fend for themselves navigating through the “mess.” Instead, the new layout will eschew the traditional grid base and make the elements in the page float on their own. Rules for user-friendly navigation still apply, however.

This trend will likely incorporate other movements. These include the use of unconventional typography, organic shapes, and custom illustrations, and graphics.

poor website navigation push users to leave

Asymmetric layouts highlights:

  • The regular grid in web design is going to be broken as web designers experiment with layouts.
  • Broken grids and asymmetric layouts will be more prevalent.
  • The use of custom illustrations and graphics and extreme typography will feature prominently in new or revamped websites.
  • Intuitive user navigation, including hidden navigation and double panels, will be more relevant than ever.

7. Responsive and Adaptive Design

Responsive websites aren’t a trend anymore. Since 2015, mobile searches accounted for 52% of all Google searches worldwide. That’s estimated to be 63% by the end of 2019.

If this means anything, it means it’s high time that websites should have adapted to a more mobile-friendly world.

It’s more than that, however. Responsive web design trends toward a more unified adaptive design in 2019. It wants to put responsive web design on steroids by making the user experience even more convenient for the mobile user. One way they can do this is to use a thumb-friendly layout, as illustrated below.

responsive and adaptive design

Image source: Netlify

Mobile users often use their thumbs to flick through websites or scroll down pages. Designing a site, page, or app with content that’s within the green zone shown above can make the experience easy and even enjoyable.

Adaptive design also touches on the concept of how a page looks like in different sizes of screens and resolutions. This trend incorporates elements like scalable vector graphics (SVGs) and CSS grids, which can boost mobile responsiveness.

Responsive and adaptive design highlights:

  • Responsive web design is no longer optional. It’s a requirement.
  • 63% of all Google searches will come from mobile devices by the end of 2019 (Google Blog).
  • Adaptive design will take responsiveness to the next level.
  • This will feature thumb-friendly navigation, scalable graphical elements, and CSS grids.

8. Accessibility

Accessibility isn’t just to accommodate people with disabilities. In 2019, this trend will also feature web design that can be searched using voice, VR, or other non-keyword-based input.

And just in time. According to Comscore, 50% of all searches in 2020 will be using voice. This is partly because of the rise in the adoption of smart speakers and personal assistants, which has an astounding 48% growth rate year after year. Statista also shows that smart speaker sales have totaled 34 million units in 2018, which will be expected to rise to 36 million this year.

Speech recognition algorithms are also catching up. For example, Google’s voice recognition already scores 95% accuracy, which is already on par with human listeners.

What this means is that this year and in the future, web designers should make websites that can be searched, indexed, and experienced without the use of traditional means. With the rise of VR and augmented reality, interaction with websites shouldn’t just be limited to typing. The whole UX should also involve other senses.

Market share of personal voice assistants, United States

Source: voicebot

Accessibility highlights:

  • People are increasingly using natural language and other non-keyword-based means to search the internet.
  • 50% of searches will use voice by 2020 (Comscore).
  • Smart speaker adoption is driving this growth, which has a 48% CAGR (Comscore).
  • Speech recognition accuracy has gotten to 95%, at par—or even better than—human listeners (Android Headlines).

9. Chatbots

Chatbots are becoming more commonplace. These are programmed to learn from human conversation and apply solutions based on the conversation.

These bots give customers instant response, unlike traditional human support. Even ecommerce businesses can benefit from chatbots because queries can be filtered and organized to actionable items for human oversight.

During the latter half of this year and in the coming years, we will see more chatbots replace customer support, especially in social media. Technical support, where highly complex problems require human intervention at present, is not far behind. We’re on a trend that will see chatbots handling 85% of human interaction with businesses by 2020.

Bots now operate on a neural network, where the bot is not a single instance that interacts with the human user. Instead, it’s part of a singular entity that learns simultaneously from all human input, on top of the massive information it’s supplied within the beginning.

Bots cut costs

Chatbots highlights:

  • Companies are turning to chatbots to reduce overhead and filter actionable items.
  • Chatbot programming is taking advantage of advances in neural networks and machine learning.
  • Chatbots can save companies 30% in customer support costs (Invesp).
  • 85% of customer interaction with businesses will be handled by chatbots (Invesp).

10. Interactivity

As 2019 draws to a close, consumers are becoming more aware of the idea that they can personalize certain elements of an online business. And interactivity will use artificial intelligence to do that.

Interactivity means tailoring the website’s landing pages and user experience based on the individual. Like chatbots, interactivity employs machine learning and neural networks to learn your browser habits or activity while you’re on that site. It then “guesses” what you may need from the website and presents them to you more obviously than those you don’t. This means two users may be on the same site but see drastically different content because their activities are different.

2020 will see platforms like Azure Machine Learning, Adobe Sensei, and Cloud Machine Learning come to the limelight. These artificial intelligence software solutions will help businesses build and deploy AI to their websites for improved human interactivity.

Personalization Leads to Repeat Business

Likelihood of repeat sales from customers

Source: Accenture

Most Popular Website Builder Software

  1. Wix is an award-winning, cloud-based website development platform that serves millions of users all over the globe.
  2. BigCommerce is an ecommerce solution that offers businesses with the tools and functionalities to set-up and operate an online store.
  3. Shopify is a platform with a variety of features that enable you to build and operate online stores and sell products.
  4. Weebly is a website builder that lets users create websites, ecommerce stores, and launch marketing campaigns all from the same platform.
  5. Squarespace is an awesome platform for individuals and small businesses that want to venture into online selling.

Interactivity highlights:

  • Hyper-personalization will lead to interactive web design.
  • Interactivity means tailoring the website’s content and features to those relevant to the current user.
  • This may employ machine learning and other algorithms.

11. Dynamic scrolling

Scrolling is not dead. It’s come back with a vengeance. 2019 has seen the rise of websites with a single page that you can scroll to the bottom.

The use of single-page scrolling (or dynamic scrolling) means it’s perfect for websites with a story to tell. This is ideal for web design in 2019 and in the future, where there is an increased focus on brand storytelling. It also captures engagement and interest, as users don’t need to do anything but scroll to interact with the story.

Besides, because mobile users now outnumber desktop users, dynamic scrolling captures the same experience as they would on a smartphone.

consumers prefer ads that tell a story

Chatbots highlights:

  • 92% of consumers prefer ads that tell a story (LinkedIn).
  • Single-page websites with dynamic scrolling hold user attention in thrall because they only require singular action—the act of scrolling.
  • Single-page websites also emulate the experience on mobile.

12. Evolution of SEO

With the turbulent changes in store for search, in general, and web design, SEO itself will likely need to adapt to the changes in its ecosystem. Chief of these is the increased importance of snippets, knowledge cards and graphs, and PAAs (People Also Ask) in Google.

Search engines, primarily Google, are also looking toward more non-keyword-based search, like voice. Long-tail keywords and natural language will, thus, be more prioritized over artificially sounding traditional keywords — most people voice search by how they speak, after all.

Local content will also become more important in the coming years. 46% of Google searches already look for local information, which will be even more critical later on. Searches with the “near me” or “close by” modifiers have increased ninefold in the last two years.

SEO software can help your website utilize SEO best practices moving forward. Alternatively (and especially for e-commerce websites), a website building software like BigCommerce has SEO integration to ensure you’re taking advantage of the most effective techniques in SEO.

Voice Search Demographics

in millions of users

Source: eMarketer

Designed by

Evolution of SEO highlights:

  • SEO will need to adapt from traditional keyword-based optimization to a search ecosystem that uses voice, VR, and AR.
  • Snippets will become more important, including knowledge cards and People Also Ask sections.
  • Google will also be competing with verticals and publishers in 2020 and beyond.
  • 46% of Google searches already look for local information, which is expected to grow in the coming years (Hubspot).

13. Dark mode

Dark mode has been here for a few years, but it’s become the rage these days when iOS 13 launched in mid-September of 2019. This is the first time that a major operating system for mobiles has supported a dark color scheme natively, instead of apps having it as an elective feature.

Apart from being sleek and modern, dark mode makes use of negative space mentioned above to highlight important elements in a web page. Beyond aesthetics, however, using dark mode has plenty of practical applications. For example, YouTuber PhoneBuff has tested that dark mode in iPhones can save up to 30% of your battery life. (Note, however, that for phones with LCD screens, dark mode has negligible benefits; only OLED-screened phones seemed to save energy using dark mode.)

In web design, expect dark mode to make a bigger mark in 2020 and beyond. With the rising prevalence of bold colors and white space, dark mode allows certain elements to pop out. This is useful if you want to highlight a call to action, for example, or to emphasize your branding.

Dark mode highlights:

  • The launch of iOS 13 in September heralded a more mainstream and OS-native support of dark mode.
  • Dark mode will become more prevalent in 2020 to match the use of bold colors and minimalism.
  • It can be used to highlight certain elements on a web page, such as a call to action.
  • Dark mode can save around 30% of your battery if your phone has an OLED screen (PhoneBuff, via YouTube).

14. Original Illustrations

In B2B web design, the easiest way to make “eye candy” is simply to add stock photos on your website, and you’re done. In 2020, you will risk making your site look generic and bland. To inject your place on the internet with your characteristic flavor, you have to use unique illustrations that not only portray what you do and what you’re about but talk to the heart of the matter.

These can come at a higher cost than simply looking for appropriate stock images, but they can do so much more. You can customize the illustrations to tell a story, for example, which is where narrative illustration shines. You can use illustrated figures of people, animals, objects, and even abstract things to make them more relatable and personal. For example, Asana, a popular project management tool, features a homepage that uses illustrations to great effect.

People in illustrations now also tend to be colored blue. The UX Collective explained that this is likely to solve diversity problems or people-of-color portrayals. Expect this trend to become even more commonplace in 2020 with a broader array of illustrated types.

Original illustrations highlights:

  • Using stock photos is so last decade; original illustrations are in.
  • Narrative illustrations can be used for a more visual representation that can range from a how-to to brand display.
  • Illustrations give your site (and your brand, by extension) more personality.
  • Human figures in these illustrations tend to be colored blue to bypass issues with diversity and POC non-representation (UX Collective).

15. Data Visualization

What’s better than data? Data that can be imagined and understood, of course.

Data is useless if it’s not interpreted, especially correctly. Some data visualization tools, a subset of business intelligence software, already exist to automatically make sense of data. However, this is usually only available to businesses, and for your readers, they’re rather esoteric and inaccessible.

In 2020, web design will also incorporate some form of presenting data so they can be easier to understand for regular people. While you can be simply content to take a screenshot of a chart or graph that your data visualization software have done for you and embed it on a page, some sites take it a bit further. Sites like Brand Love Score use interactivity to its fullest (see their Black Friday 2017 page). 2020 will see more of these become part of comprehensive websites as actual service platforms, not just repositories of information.

Data visualization highlights:

  • Data is only as good as how it’s interpreted.
  • New websites will now use data visualization for visitors to make sense of certain trends or statistics.
  • Sites like Brand Score Love have proven that interactive data visualization can be highly useful to chart consumption (Brand Score Love).
  • It will also mean that more brands will use interactive data visualization to make such platforms closer to a SaaS model.

16. Pseudo-3D

Google used to slay it with material design, which is still serviceable, but people are now slowly transitioning to web design that uses soft shadows and floating navigation.

In 2020, web design shouldn’t just be restricted to graphical elements. Applying this design to text as well can unify the design and make it “rise” from the flat background, creating depth and a pseudo-3D effect.

Floating menus are also useful here, where elements of navigation “stay on top” as you move through the site. Apart from practical reasons so the visitor won’t get lost and they have a lifeline anywhere they are on your website, it can also be tooled to provide a unique, appealing experience. You don’t have to limit yourself to top menus. However, as you can place them anywhere you can make a statement.

Pseudo 3D in website

The home page, by Steven Wittens

Pseudo-3D highlights:

  • Material design by itself will no longer carry web design in 2020.
  • Soft shadows, floating design elements, and layers will become more commonplace.
  • Taken together, it creates the illusion of a 3D effect.
  • Floating menus will also be useful to emphasize this.

17. Hamburger Menus Revisited

Its name is funny, but hamburger menus have taken over in website navigation design because they can save a lot of real estate space on any page. They, however, also come with challenges, chief of which is that navigation elements in a hamburger menu tend to be hidden.

In 2020, redesigning the hamburger menu to be more visible will take place. This means making the menu itself look like a button using soft shadows and layers (see preceding section). Removing call to action links in the hamburger menu and putting them out in the open and avoiding hiding the main navigation link in it, will also make it more useful and veer from the usual pitfalls of using hamburger menus.

Hamburger menus aren’t right for everyone, however. If you’re unsure whether they add value to your site or not, stick with floating menus, the regular grid, or the next one on our list.

Hamburger menus highlights:

  • Hamburger menus are controversial, because they introduce as many problems as they solve.
  • Redesigning hamburger menus for 2020 will address these issues.
  • Removing call to action sections in hamburger menus can fix this.
  • It’s also a good idea to make the hamburger menu icon more prominent, visible, or “button-like.”

18. Split-screen Layout

Using a split-screen layout can also be counted as part of the “broken grid” movement, but this is an oversimplification. Split screens mean that two, usually equal halves of a page, can display different things but normally related to or caused by each other. A classic case of split-screen layout means the menus are on one side and the information on the left. These are exactly why ecommerce web design trends are using split-screen layouts increasingly.

2020 will also see an evolution of the classic split-screen design. Unlike the old split-screen, where two content types are split in the middle symmetrically, more asymmetric designs will happen. The dividing line itself will fade and will instead be replaced by interactive objects, even the menu itself (or light and dark mode switches).

Split screens are also inherently usable with the responsive format. For example, on desktops, they may look split, but on mobiles, they would look stacked, even layered on top of each other for a 3D effect. In any case, in 2020, where personalization of web content is the norm, allowing the visitor to pick a content type or path that suits them is exactly what a split-screen layout provides.

Interactive divider, Engine Themes homepage,

Engine Themes homepage, which features an interactive divider that splits the screen.

Split-screen layout highlights:

  • Split-screen layouts are akin to broken grid layouts.
  • This is great for personalizing content or letting visitors pick a content type or path.
  • Classic split-screen is by far the most common, but interactive and asymmetric split-screen layouts will become more common in 2020.
  • Split-screen layouts are also inherently usable in responsive formats.

19. Full-screen forms

2019 and beyond is all about minimalism. And this carries over to the user experience, especially in how they interact with your website. A form is one such way to improve interactivity, but you can combine a minimalist approach with it by using either a single-field form or a full-screen form. Or both, for that matter.

A full-screen form may have a single field or multiple fields, but whatever the case, it will take up a huge amount of space on your screen, even taking the whole screen. The beauty of a full-screen form is that you can focus the visitor’s attention and get the additional information you need without unnecessarily cluttering the page.

Expect full-screen forms to be the norm in 2020, moving forward. Gone were the days where you need to input your answers in a questionnaire containing multiple items; now, you will interact with the brand in a focused, step-by-step full-screen form whose content changes dynamically as you answer.

Full-screen forms highlights:

  • Full-screen forms combine minimalism with interactivity.
  • It allows you to focus the visitor’s attention on the information you need.
  • You can use multi-step full-screen forms, single-field forms, or multiple-field forms.
  • Some forms even dynamically change as the guest interacts with its content.

20. Privacy and Data Collection

It’s no secret that websites and companies collect data. This is for the purpose of business intelligence, which is used to gain insight into business operations for better performance. However, most consumers have become concerned that companies are using Big Data to push unwanted products or services, even compromise their personal information.

The introduction of the General Data Protection Regulation (GDPR), data collection, and how they pertain to privacy has come to the forefront of the discussion. This limits and describes how websites collect and use data.

2020 will force websites to be more transparent on the data they’re gathering, and for what purpose. While this is not exactly a trend, as it’s a regulation, this means that people will become more wary of sites that do not have their best interest in mind. Communicating with your visitors and letting them know how you’re using their data to improve their experience can go a long way toward building customer goodwill.

Will GDPR Make a Difference?

% of consumers who believe that GDPR can make a positive impact

Source: Global Web Index

Privacy and data collection highlights

  • Data collection is part of business intelligence and, thus, a required part of business operations.
  • The introduction of the General Data Protection Regulation limits and describes how companies collect and use personal data online (EUR-Lex).
  • It will make businesses more transparent with the data they collect from visitors—expect more disclaimers for consensual data collection.
  • It can also make your website look more trustworthy.

The State of the Web in 2019 and Beyond

To sum it up, 2019 and 2020—and the years after—will turn to user experience more than anything. Trends will come and go, but what remains is the fact that websites are primarily targeted at consumers. We will, thus, see sites become less internet real estate than actual storefronts and information portal for customers.

Businesses, to take advantage of these trends, should know that web design is an evolving field. It may turn out that some of these predictions will not come to pass (or will do so, but in an unexpected manner). The writing’s on the wall, however. Search is changing, and with it, consumer expectations on what websites look, offer, and make them feel.

That said, taking charge of how users experience your site today can be more manageable with customer support software platforms. These applications will soon adapt to take advantage of advances in machine learning, and now is a good time as any to leverage them for your website and business.

By Nestor Gilbert

Senior writer for FinancesOnline. If he is not writing about the booming SaaS and B2B industry, with special focus on developments in CRM and business intelligence software spaces, he is editing manuscripts for aspiring and veteran authors. He has compiled years of experience editing book titles and writing for popular marketing and technical publications.

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