As a digital art director, I’m often asked, “what are the current trends in websites?” This may be a topic you‘re curious about as well.
The current trend is that marketers are simplifying websites more than ever. Instead of using clever navigation and design to express their company’s brand, marketers are making the brand apparent–more and more–through the delivery of the content itself. Consuming that content has subsequently become much more of a rich experience.
With this in mind, the question then becomes “how can we make our content more enticing to read?”
- Should we use an infographic?
- Is video an option?
- Or, maybe the content you decided to tactfully use is just what the user wants to read in the first place, so there’s no need to spice it up at all.
The reason behind this change is related to changes in technology itself. Users are on mobile phones and tablets more than ever. Screen sizes have decreased. As a result, less space is available for communicating through an interface. And the primary content the user is coming to see in the first place becomes the focus.
In total, too much information and excessive clicks can overwhelm and frustrate consumers. Focusing on reducing the amount of content and increasing the quality of what remains has never been more important.
— Matt Mefford, Senior Art Director