Design & Digital Predictions for 2018: Agency Perspective.
Here on the west coast, we’re positioned to soak up more than the waves and sunshine.
We’re constantly inspired by the driving forces of west coast talent and creativity. We benefit from the styles and trends from thought leaders, influencers and trend setters in not only design and digital, but in technology, entertainment and more. We’ve used this information to help us predict future trends in design and digital from the perspective of our designers and developers, strategists and storytellers.
At RNO1 we’re excited to see what new trends the design and digital space will bring to digital marketing in 2018. While we can’t say exactly what will happen in the coming year, we’ve rounded up some of the top agency predictions for 2018 which can fuel your Marketing, Product or Founding team's strategies. Here are some quick takeaways:
Filters over images had their time. Many users are now switching to a #nofilter community as they tire of manipulated media. After increasing amounts of fake news have hit the web, brands are realizing that authenticity is more important than ever.
People are craving more genuine live-videos and real-life content. We think we’ll also start to see more authenticity come through in photos shared on the web and social media.
Bright Colors & Bold Fonts
Modern font styles that stand out help complement design. While white space can help readers skim through content, distinct font styles can help the reader focus on your content. When users only have a few seconds to a couple of minutes to look at your pages, you need your font (typographic) design elements and colors to capture the user’s attention. Several agencies are predicting that fonts and colors may begin to take the place of images - especially for mobile where images can cause pages to load slowly. Using typography instead of imagery can help your pages load faster and help your call-to-actions stand out.
More people than ever are using their mobile phone over their desktops for internet browsing activities. More than 40% of ecommerce sales came from mobile in 2016 and we can only expect the number to rise in 2018.
Marketers are paying attention to mobile-focused strategies when it comes to ecommerce. When you check emails, social media or other notifications on your mobile phone, decisions are made in seconds. These micro-moments are crucial considering that each person checks their phone an average of 100+ times a day. By monitoring these mobile touch points and keeping track of micro-moments, we can begin to see patterns that lead to a sale and better prioritize our digital marketing strategies.
Mood As Interface (MAI)
Mood As Interface is a great example of future design working in synergy with cutting-edge technology. User interfaces are becoming more personalized and customized to each user. With advancements (and lower costs) in Wireless EEG technology, we can now create customized interfaces based on a user’s emotions and moods by using brainwave biometrics.
For example, users can be connected to electrodes with a headset to capture brainwaves, pulse and facial expression. In turn, these inputs can be used to create a virtual-reality simulation in real-time whether the user is feeling relaxed, intrigued, or excited. These early technologies will soon enter the mainstream and time will tell how much each user will be able to control design and content that they wish to see. MAI has many applications where advertisements, color pallets or filters can be automatically changed to reflect how a user is feeling. In 2018 and beyond, design and content will become increasingly personal.
The more digital experiences including websites, social media, content and the like a brand can share in the online world, the greater brand engagement they will see. With an ever increasing amount of choice on the web, people are more willing to engage with brands that can deliver timely, useful, and engaging digital experiences - and great design is one of the primary layers to creating a truly connective brand experience.