The speed of change in digital marketing is pushing digital design to evolve and adapt to the increase in technical challenges whilst maintaining clarity and user-friendliness. These pressures mean a great deal can change in just one year in the world of digital design. A website that looked sleek & modern in 2017, may now look outdated. Certainly, when designing a website, it’s important to know the difference between a trend in the industry & a passing fad. Understanding this distinction ensures longevity in the design.

As we welcome in 2019, we’re looking forward to the new trends which this year brings.

General Design Trends

Bold colours. With brands like Dropbox & Co-Op incorporating brighter colours into their logos, we know that muted colours are on the way out and designers will be using more vibrant colours in 2019.


Colour mixtures & gradients. Gradients made a comeback in 2016 when Instagram rebranded with a complete gradient logo. Since then this trend has continued to grow right through 2018. We’re likely to see more of this in 2019, especially as Spotify, Apple and other larger companies incorporate it within their marketing materials.


Augmented Reality. This trend seems to be a slow burner with different companies trying to incorporate it into their marketing materials, such as Lacoste, Tesco and Ikea. Online retailers are likely to continue to evolve this into their digital marketing strategies. AR is likely to grow throughout 2019 and into 2020.


Asymmetry. Asymmetry is often associated with unbalanced and messy designs when in reality, this isn’t the case. Asymmetry can be used to create harmony and balance in your design work, proven by Google and their ‘G’ logo. With evolving technology, we will see designers move away from the traditional layouts and trying different asymmetry layouts.


Animation. Animations on websites, apps or in an advertisement can hugely increase user interaction. If animations are created and displayed correctly, they eliminate the need to read endless content and mimic the human touch by creating an emotional reaction. A great example is shown by Apple.

Out with the stock. The days of staged looking photography are over. In fact, they’ve been over since 2016 but some companies are still opting to use it. We should be looking for more natural photography in 2019. With many stock libraries emerging specialising in natural and abstract photography, there’s no need to use cliche stock photography.

UI Design Trends

Mobile first. Mobile continues to be a priority in 2019. Google has started to rank mobile responsive sites first, making those that are not virtually invisible to a mobile user. With this in mind, it’s crucial that designers prioritise the mobile design.Mobile-First

White space. Less is absolutely more. We’ve seen white space grow for years in all fields of design. Creating clean, uncluttered websites in web design and app design is here to stay.

Custom made illustrations. Custom illustrations will be a necessity before long. This trend has been going from strength to strength every year, in 2019 we will only see more of it.

Fluid asymmetrical shapes. Fluid shapes are not something we’ve seen before but in 2019 we will see them incorporated with the bold colours and gradients.

Video background. Videos on a website have been proven to increase conversions displaying your brand in a matter of seconds, showing professionalism and creativity. This continues as a trend for 2019.

Animation & micro-interactions. Animations have grown massively but in 2019, we will see more smooth transitions for buttons and hover effects. Micro-interactions will continue to be used on mobile platforms to create subtle visual effects.

Bold fonts. The header image seems to be running its course with more and more companies opting for larger fonts and typography conveying a power statement instead of an image.

Going against convention. This is dangerous when we consider designing for mobile is crucial in 2019. Overlapping elements and broken grid layouts are something that can look really powerful and have been a growing trend since 2017. It’s likely to continue into 2019.

So what does this mean for how Resolution will design in 2019?

Although trends come and go, it’s important to let these designs influence our work as appropriate, but not for us to blindly follow. It’s crucial that we design to a brand’s voice, style and vision, using trends only when they’re relevant to the project at hand. If you’re looking to give your website a refresh this year, why not get in touch?

Written by. Aaron Challice

Aaron Challice