Design trends come and go. As technology evolves and consumer preferences change, design trends evolve and adapt. Keeping up with the latest trends helps brands keep their finger on the pulse and keep up with changing consumer preferences.
Last year, we focused on dynamic colors, personalization and simplicity. For 2024, we envision designers using innovations such as artificial intelligence, accessibility and hybrid styles to redefine the way users interact with digital products. Some industry experts refer to 2024 as the «late phase of UX», a time that will be characterized by automation, commoditization, financialization and other factors. We are seeing some of these trends in design. It's an interesting time as AI makes design more accessible and opens up the potential for more innovation and different ways of solving problems in design.
Against the backdrop of these macroeconomic changes, we want to look at six trends that will shape the design landscape in the coming year.
AI
It's no surprise that our designers and researchers are calling AI the most important trend of the moment. New advances in AI tools are driving efficiencies and opening up new avenues in design. Designers now have access to powerful tools like Chat GPT's new DALL-E integration, which makes it easy to create images on the fly, or 3M's Visual Attention software, which predicts where users will interact with websites. (If you'd like to learn more about how we use AI as an agency, we've written an article summarizing our work).
We also see brands introducing outstanding examples of AI experiences for users. Roleplay by Duolingo Max is an AI-driven chat that allows language learners to practice conversation. Visualizer by Legends is a short story generator based on learners' answers to questions. LinkedIn's career features offer users personalized suggestions for building their careers. We will undoubtedly see more adaptive interfaces that use AI to create personalized experiences by combining tailored text, images, animations and more.
Inclusive and accessible design
Internet accessibility refers to the design and structure of websites that can be used by people with different abilities. The European Accessibility Act, which stipulates that all websites must comply with global accessibility standards, came into force in 2019 and will become legally binding in 2025. Examples of these standards include the use of alternative text for images for people reading content with screen readers and sufficient color contrast. By adhering to these standards, designers can create websites that are equally accessible to all people, regardless of their abilities. Even though these improvements are intended for users with certain disabilities, they can improve the experience of all users. Better contrast, for example, makes reading less of a strain, and alt text can ensure that content can be indexed by search engines. If you would like to learn more about accessibility, we have also published articles on best practice, digital product accessibility and a guide with valuable hints and advice.
Animated graphics and micro-interactions
Microinteractions are events that are triggered by user activities and indicate that a certain interaction was successful. This can be not only a confirmation when submitting a form, but also small events in certain areas of a website. Through animations (which are often charming or surprising), these events help the user feel connected to the website as they navigate or progress through a task, series of tasks or overall experience.
This year, we predict that websites that don't make good use of animations and micro-interactions will look lifeless and outdated.
Examples such as Grammarly (see above) show how micro-interactions create a seamless and engaging user experience.
Responsive design developed
We are seeing a shift in web design from responsive design to unique, cross-platform layouts. Organizations are now investing in creating consistent experiences across different screen sizes and devices, from phones to TVs to IoT devices. With this shift towards more devices, we are also seeing an associated shift towards reworking the experience on larger screens, after years of prioritizing mobile-first. This shift marks a move away from simple responsive design and towards a richer and more diverse user experience across multiple platforms. We are seeing designers looking back while looking forward, emphasizing grids, typography and white space.
Sustainability
As sustainability has become a global movement, brands and organizations are striving to reduce the carbon footprint of their websites. Major companies like Google and Patagonia are committed to carbon neutrality, and e-commerce sites like Made Trade promote environmentally conscious purchasing decisions. Sustainable design practices include reducing the number and size of images and videos and educating users about sustainable choices when using websites. With the internet responsible for an estimated 3-4% of global emissions, digital businesses have a unique opportunity to both save resources and influence the habits of their customers.
Hybrid
Another trend this year is the combination of elements from other trends to create new visual styles. This trend is more of an approach than a single style and can be seen in designs that seamlessly blend existing trends such as bento box layouts, dynamic island-inspired navigation menus, pastel color gradients, stark minimalism and bold neo-brutalism. This dynamic approach challenges user expectations by creating new, engaging styles. Interestingly, 3D design also seems to be making a comeback after many years of flat design. One example of this is Shopify's Polaris Design System, which introduces 3D buttons, picking up on a trend that began in 2020 with Apple's Big Sur icons.
This concludes our summary of UI and UX trends for 2024. To summarize, escalating technological innovation and a continued emphasis on social and environmental responsibility will drive design innovation in 2024. By embracing these trends, companies will be able to create visually stunning products that resonate well with their customers. Thank you for your attention and see you next year!
