Web Design Trends of 2017

As we think about 2017 the big question on every designer’s mind has to be: what is defining design in 2017? So with that in mind, I decided to search the web for trends that have influenced digital design in 2017.

Everywhere you look you see many sites with geometric shapes and patterns. Reinterpretations of retro aesthetics have become common in this digital age.


Bold colors and gradients seem to be trending in unison with cool Neo Memphis design featured in Communication Arts, which enable wider color gamut on screens. We see brands like Spotify using highly saturated colors and duotone effects. You don’t need to look far on the web to find a splash page with a bold gradient.


The use of icons has grown significantly because people want to understand information fast by glancing at a graphical representation. Icons translate well at small sizes so they are effective on mobile screens. Recently, hand drawn icons have become very popular.


Custom Illustration is becoming standard in large organizations. Specific styles have emerged utilizing minimal color palettes, tactile hand drawn textures, isometric compositions, heavy line work and icon like simplification.


Responsive design has become standard at this point. Google now penalizes your SEO rank if you’re not responsive. Companies can’t afford to have their website render poorly at any size because people are using so many different screen sizes. Media queries and code libraries like Bootstrap have made it much easier to conform to this standard and new things like CSS Grid hold promises for even faster development.


One page websites and landing pages are more popular than ever. People tend to be lazy and don’t want to click through a bunch of links to find what they are looking for. They want big bold images and text that get the point across fast. It’s less crucial to have all key information above the fold as scrolling (especially on mobile) is expected. Increasingly we are seeing very simple sites with one clear call to action down the page.



Animations rendering in code vs video are becoming more common. Animation can not only be decorative and informative but can also strengthen user experience with subtle micro interactions on user interface elements. Libraries like animate.css help demonstrate this. Air BnB’s launch of Lottie holds promise for the continual growth of advanced web animations.


Improved design-to-development workflows. As design and prototyping tools for the web gain maturity and sophistication, the traditional handoff deliverable has transformed from the aforementioned static files to more dynamic visualizations that range from animated Keynote files to fully functional websites. These more dynamic deliverables shorten the feedback loop, simultaneously improving design and dev team agility and lowering frustration. They also facilitate better communication with clients. In fact, for many users of Webflow, client meetings have become actual live working sessions, where designers are able to quickly bring ideas to life so everyone can experience them almost immediately.

Wrapping It Up

Some will work for some companies, others won’t. Pick and choose which styles and capabilities your client both needs and wants. Trying to do too much will instantly decrease the UX of your website. So be selective, be careful, and, most importantly, be creative.