10 Web design trend predictions for 2018

In 2017, the use of gradient colors, animations, and interactive elements became increasingly common in website design. Web design continues to evolve rapidly, but what kinds of styles and approaches are likely to define 2018?

Throughout 2017, many websites incorporated gradients into backgrounds and buttons. Vibrant gradient palettes are expected to remain popular this year as well.

As seen in the example above, more websites are also beginning to animate geometric shapes within the first-view area. Applying gradients to these shapes creates a more dimensional and dreamlike atmosphere.

juliebonnemoy

Source：https://juliebonnemoy.com/

Retro-inspired designs influenced by the aesthetics of the 1970s and 1980s have become increasingly common in advertising and music videos. Similar trends can also be seen on the web, where sites often use retro color palettes and silhouette-style illustrations instead of photography. By combining these visuals with animation and bold layouts, designers are creating experiences that feel both nostalgic and fresh.

In the example above, the thin geometric lines and pastel-toned illustrations evoke a sense of 1980s nostalgia. Gentle floating animations and flowing line movements add depth and motion, giving the site a distinctly modern feel.

BAUNFIRE

Source：http://eoy.baunfire.com/2017/

Bold typography using large, distinctive fonts has become a common design element over the past few years. More recently, designers have begun using those text elements as masks that reveal animated or visual backgrounds within the lettering itself.

These masked areas often feature moving backgrounds or animations, making them highly eye-catching elements at first glance. Since this technique pairs especially well with bold display fonts commonly used in titles, it has become an accessible way to create impactful visuals.

In the example above, video footage is masked within bold typography, allowing the site to communicate the content of linked pages through dynamic visuals.

interword

Source：https://www.interword.hu/

As flat design became mainstream, minimalist and simple layouts also became increasingly common. At the same time, however, more websites have started embracing freer compositions that intentionally break away from traditional box and grid structures. Similar to editorial print design, techniques such as offsetting headings or titles for emphasis are now appearing more frequently on the web.

In the example above, title text is deliberately scattered and offset across the image. This creates a stronger sense of movement and originality on the screen.

PHONENIX

Source：https://phoenix.cool/

Microinteractions improve usability by providing responsive visual feedback tied to user actions, creating a more direct and intuitive sense of interaction. These techniques are already widely used across many websites, and in 2018 they are expected to become even more sophisticated. Small hover animations on buttons and links, or background shapes reacting dynamically to cursor movement, are quickly becoming standard interaction patterns.

In the example above, the screen outline reacts dynamically to the position of the cursor. The result is a memorable interaction that leaves a strong visual impression.

folkstrategies

Source：https://folkstrategies.com/

Minimal design emphasizes clean layouts and restrained color palettes. In contrast, styles inspired by Brutalism — featuring vivid, chaotic colors — and Maximalism, where bold text and dense content fill the screen, have become increasingly prominent. These freeform, unconventional layouts combine vivid colors, oversized typography, and diverse interactions into a more complex and expressive visual language.

The example above is particularly striking for its mix of neon colors, geometric patterns, horizontal and vertical scrolling, and illustrations reminiscent of websites from the early days of the internet in the 1990s.

HUFFPOST

Source：http://highline.huffingtonpost.com/articles/en/poor-millennials/

In 2017, symmetrical split-screen layouts dividing the screen evenly left and right became increasingly common. More recently, asymmetrical split-screen layouts — where one side carries greater visual weight — have also emerged. By placing larger imagery on one side, designers can create a stronger visual impact.

In the example above, scrolling through the left-side content dynamically changes the visuals displayed on the right. Enlarging the right-side visuals creates an effective balance against the simplicity of the left-side layout.

Station

Source：https://getstation.com/

As fullscreen videos and high-resolution hero imagery become increasingly common, websites are placing greater emphasis on delivering impactful first impressions. As a result, larger media assets require more loading time, making creative loading animations essential for maintaining user engagement.

In the example above, an egg-themed animation tied to the company’s branding helps make page transitions feel smooth and enjoyable during loading.

BOITE A OEUFS

Source：https://www.boite-a-oeufs.com/

Influenced by Material Design, 2017 saw a shift away from purely flat interfaces toward semi-flat designs with subtle dimensionality. Design approaches incorporating soft drop shadows and shading effects are expected to remain mainstream this year as well.

In the example above, the site uses a soft overall color palette while applying subtle shadows between overlapping surfaces. Gradients are also used to create smooth tonal transitions, adding a sense of depth.

Bachoo

Source：https://bachoodesign.com/#home

As smartphone browsing becomes the primary way users access websites, mobile-first thinking has become increasingly embedded in web design. One common solution for keeping important information accessible on limited mobile screens is the use of fixed buttons anchored to the bottom of the display. By implementing a sticky footer, critical conversion-focused actions such as inquiries or purchases can remain constantly within easy reach.

CAREERS

Source：https://careers.amt-law.com/

What did you think? In this article, we introduced several web design trends that are likely to continue gaining momentum throughout 2018. As video, animation, and interactive elements become increasingly sophisticated, web design is evolving toward experiences that feel more dynamic and intuitive both visually and functionally. While incorporating these trends, it remains essential to keep a user-first perspective at the core of the design process.