The landscape of web design has undergone significant transformation over the past few years, driven by technological advancements, shifting user expectations, and creative experimentation. As mobile devices became more powerful and bandwidth speeds increased globally, designers pushed the boundaries of what websites could achieve—creating more engaging, responsive, and visually compelling experiences. This evolution reflects a continuous quest for innovation, where each trend builds upon previous advancements, shaping the modern web into a dynamic and user-centric platform. Understanding these historical developments provides valuable insights for designers aiming to craft cutting-edge digital experiences and stay ahead in an ever-changing industry.
Web design trends from previous years
A brief overview of past web design movements — Web design trends: Enhancing user engagement
Web design innovations: Crafting for mobile-first experiencesWeb design trends: Embracing responsive and adaptable layoutsWeb design trends: Incorporating depth and visual hierarchyWeb design trends: Refining details for better usabilityLooking forward to future innovations
Foundations of modern web design
Before examining specific trends, it’s essential to recognize the overarching themes that have shaped contemporary web development.
There hasn’t been a singular revolutionary breakthrough comparable to the advent of broadband or smartphones. Instead, a series of incremental improvements and trend shifts have gradually transformed the web’s landscape.
When considering each trend individually—such as the rise of minimalism—it’s easy to overlook the broader technological and cultural shifts influencing these changes. Most recent design movements are rooted in advancements like mobile technology, enhanced bandwidth, and democratized design tools.
The rise of smarter mobile devices
By 2016, mobile browsing overtook desktop usage for the first time as consumers prioritized their smartphones and tablets. These devices grew increasingly capable—high-resolution screens, powerful processors, and improved operating systems—allowing for richer, more interactive experiences. This shift prompted designers to rethink layout and interaction strategies, moving away from static pages toward more fluid, touch-friendly interfaces. As a result, mobile-first design principles became standard, emphasizing accessibility and performance across all devices.
Increased bandwidth and internet speeds
Faster internet connections at home and on mobile networks expanded design possibilities. High-quality videos, 3D interactions, and immersive multimedia became feasible even on mobile devices, enabling creators to craft more captivating content. Technologies like 4G LTE and emerging 5G networks further accelerated this trend, allowing for seamless streaming, real-time animations, and complex web applications. This bandwidth boost unlocked new avenues for engaging user experiences that were previously limited by slow connections.
Democratization of design tools
The proliferation of user-friendly design and development platforms such as Figma and InVision empowered more professionals—regardless of coding expertise—to contribute to high-quality web projects. These tools facilitated collaborative workflows and rapid prototyping, raising the overall standard of web design. As a result, the web became more accessible and inclusive, with even small teams able to produce sophisticated interfaces that once required extensive development resources.
Let’s explore some of the key trends that shaped web design from 2015 onward, starting with the focus on boosting engagement.
Web design trends: Enhancing visitor interaction
2015 marked a turning point toward more engaging and interactive web experiences. Designers experimented with bold typography, vibrant colors, innovative layouts, and multimedia elements to captivate visitors and foster deeper connections.
Larger, impactful typography
In 2015, creating bold headlines became a primary strategy. Large, dramatic fonts overlaid on high-definition images and videos created instant visual impact. These oversized headings not only grabbed attention but also simplified navigation by emphasizing key messages. Developers appreciated this trend as it allowed for straightforward implementation across devices, ensuring consistency and clarity. Clear calls-to-action (CTAs) played a crucial role in guiding user behavior effectively.
Breaking away from traditional monitor shapes
Designers started thinking beyond the standard rectangular screen. Circular, hexagonal, or irregular shapes replaced conventional rectangles, bringing a sense of playfulness and visual interest. Backgrounds mimicking real-world textures, such as wood or fabric, added depth and realism. Diagonal and skewed elements, including screenshots, conveyed motion and dynamism, making static pages feel alive and inviting exploration.
Advanced multimedia and interactive elements
With the transition from Flash to HTML5, CSS3, and JavaScript frameworks, web designers unlocked new creative possibilities. Interactive scroll effects, animated backgrounds, location-aware tools, and engaging micro-interactions became common. A notable example is Ava Sessions—a site that draws your portrait based on webcam input—demonstrating how interactive storytelling could captivate audiences and enhance brand narratives.
Tiles and card-based layouts
Responsive design led to the rise of tiles and card-based interfaces. These flexible components allowed content to reflow seamlessly across different screen sizes. Cards provided a modular way to organize information, making content easy to scan and interact with. Frameworks like Bootstrap simplified this process, enabling rapid deployment of aesthetically pleasing, user-friendly layouts. Tiles, often with bold visuals, created vibrant, collage-like pages that encouraged exploration.
Flat Design 2.0 and minimalism
A backlash against skeuomorphic designs reemerged in 2015, blending minimalism with subtle embellishments. Highlights, gradients, vibrant colors, and expressive typography replaced the overly simplistic flat look of earlier years. These designs prioritized speed, accessibility, and clarity—elements crucial for SEO and mobile performance. The result was a sleek aesthetic that balanced simplicity with visual interest.
Designing for mobile technology
In 2016, the focus on mobile experience deepened as designers adapted to the growing dominance of smartphones and tablets. Technologies like microinteractions became essential—small animations or transitions that provide feedback and delight users, such as animated icons or swipe effects. These micro-movements made interfaces feel intuitive and responsive.
Visual styles also evolved, with duotone images—two-tone color overlays—adding vibrancy without clutter. Typography took center stage, with larger, bolder fonts that communicated messages clearly even on small screens. Additionally, longer scrolling pages gained popularity, challenging the notion that users dislike scrolling; with animated backgrounds and interactive scroll cues, users embraced extended content formats for storytelling and brand engagement.
For a comprehensive guide on creating engaging UI components, see how to master card design in UI essential strategies and examples. Brands also experimented with storytelling through scrolling techniques, integrating video, images, and text into immersive narratives that captivated audiences.
Interactive storytelling and scrolling
Long-form pages with rich media became common, allowing brands to craft compelling narratives. Scroll-triggered animations and layered content created immersive experiences that encouraged users to stay longer and interact more deeply. An excellent illustration of this is the innovative storytelling seen on sites like Frames Collection’s Tunnel Rats, which combined high-quality visuals with dynamic animations.
Pushing responsive design boundaries
2017 saw a renewed emphasis on responsive design, moving beyond simple scaling to device-specific experiences. Navigation menus became hidden or tucked into hamburger icons, freeing up space for content. Some sites experimented with unique menu placements—on the sides, full-screen overlays, or integrated into the content itself—showcasing creative approaches to usability.
Innovative navigation designs, such as the rotational menu from Studio Rotate, exemplified how playful interactions could reinforce brand identity. Additionally, designers embraced tactile and real-world-inspired elements—objects with shadows and textures—adding depth and familiarity to digital interfaces.
Full-screen videos gained momentum, with brands like Gourmet House utilizing cinematic backgrounds to create appetizing, immersive experiences. Interactive videos, such as Humboldt County’s virtual tour, engaged users in real-time storytelling, blending entertainment with information.
WebGL support enabled new levels of interaction; for instance, the Swiss Army Man site allowed users to manipulate a 3D character, blending entertainment with technology—an example of gamification in web design.
Visual depth and cohesive branding
In 2018, designers moved away from flat designs, emphasizing layered shapes, drop shadows, and custom illustrations to create memorable branding. Design systems became vital for maintaining consistency across teams and projects, fostering efficient workflows and unified aesthetics.
Mobile experiences became more tailored—simpler navigation, fewer animations, and device-specific layouts—enhancing usability. For example, companies like Intercom optimized their interfaces for different devices, improving clarity and accessibility.
Moreover, designers revisited retro aesthetics, incorporating nostalgic color palettes, textures, and vintage-inspired typography, as seen in works by Caava. These choices evoked familiarity and emotional connection, while custom illustrations added personality and playfulness.
Animated elements and illustrations replaced static hero images, offering brands a distinctive voice. FlowMapp’s custom illustrations exemplify how visual storytelling can be both functional and delightful.
Refinements and new trends in 2019
The year saw a resurgence of serif fonts, lending a sense of tradition and authority. Brands like Medium adopted bespoke serif typefaces, reinforcing their identity with classic yet bold typography.
Designers began exploring more organic, flowing shapes—curves, wavy lines, and natural contours—adding a human, approachable feel to interfaces. These soft, fluid forms, coupled with layered shadows, created depth and movement, making sites more engaging.
Micro-interactions continued to evolve, with subtle animations and transitions adding personality and emotional resonance. For instance, fashion retailer Madewell enhances user engagement by displaying brief information when hovering over products, fostering a more intimate shopping experience.
Inclusivity also gained prominence, with brands showcasing diverse imagery and content that reflects a broader range of cultures, ages, and identities. Tools like Humaaans allowed designers to generate inclusive illustrations, promoting acceptance and representation online.
Furthermore, accessibility standards improved, making websites more usable for everyone—an essential step toward a truly inclusive web.
The future of web design
While predicting the exact trajectory of web design remains challenging, one thing is clear: innovation will continue. Advances in technology, increased emphasis on diversity, and the development of new frameworks will shape the next wave of digital experiences. As designers, the responsibility lies in pushing creative boundaries, embracing emerging tools, and designing with empathy for all users.
Where will your creativity take the web next? The possibilities are endless.
Header photo by Stephan Henning on Unsplash
