Logos last a lifetime. At least they’re supposed to, right? Most of us agree that when designing a logo, it’s best to avoid the latest trends (think corporate swoosh—bleh!) and stick with a composition that will look good in 10 years. So the question I’ve been mulling over for the past month is: Does this rule also apply to web design?
Let’s face it—websites from 10 years ago look ancient. They’re obviously outdated and old-fashioned. Since the web is such a quickly-changing field, anything we design today will probably look dated in 10 years, or even 2 years. If that’s the case, how much should we use modern trends in our web design?
This is a complicated question with many factors to consider. In my opinion, your web design should prove your relevance by using the latest trends, but the design should be usable and stay true to who you are. Here’s why.
Web design is part of your brand.
Your company’s brand (or your client’s brand) is made up of the entire customer experience, from the logo to the print collateral to the purchase experience and customer service. The website is an important part of the brand, but it’s not as foundational as the logo. The logo is the visual part of your brand that should be recognized instantly, so it really shouldn’t change from month to month or even yearly.
In contrast, your website could change every year and still be recognizable as your company and your brand, as long as the logo and other brand elements are used consistently.
But how much should a website change? Should your website (or your clients’ websites) incorporate the latest web trends or not?
Maintain basic usability.
Web design trends are constantly changing, but the basic principles of usability remain fairly constant. Some of the most successful companies today have a basic website structure that has not changed much in the past 10-15 years.
For example, Amazon’s design is very similar to what it was 11 years ago. Here are screenshots of Amazon.com from October, 1999 and March, 2010:
Amazon.com in 1999
Amazon.com in 2010
Apple has also kept a similar site structure over the years—the graphics have evolved, but the basic layout is the same: navigation across the top with large product image featured below. Here are screenshots of Apple.com from February 2000 and March 2010.
Apple.com in 2000
Apple.com in 2010
If you work hard to create a basic layout and information structure that is easy to navigate, you won’t have to make major changes every month or every year.
Web trends change quickly.
One current hype in web design is the “web 2.0” look. Web 2.0 is a fuzzy term, since it can refer to either the current evolution of the Internet into a more social community, or to the popular design trend using gradients, large sans-serif typography, and vector art. In this article when I talk about web 2.0, I’m referring to the design trend.
Lots of great websites make use of the web 2.0 look (Freelance Switch, Tea Round, and Lemon Stand, to name a few). Is it bad for them to be trendy by using a design that will probably be outdated in a few years? Not necessarily.
Trendy can be relevant.
For us designers, a big part of the value that we can offer clients is that we are relevant. In other words, we are valuable to our clients because we understand current technology, current markets, and how to relate to people (customers) through the latest technology in a visually-pleasing manner.
If your site looks outdated, you are communicating bad things to potential clients. Your value is diminished in their minds. When creating a website for a client, this sense of being in touch with the times is always important, but varies depending on the client’s industry.
As I mentioned before, web design is part of your brand, so your brand needs to communicate that you are in touch with your clients’ needs and know how to meet them. One way to do this is through using design trends in an appropriate way.
One website that has raised the bar for its competitors is CNN.com. In my opinion, CNN’s website is clean and scannable, in contrast with other major news network sites like FoxNews and MSNBC, which I think are cluttered and busy. CNN uses their classic logo while updating their site’s design to show that they are relevant and with the times, and this relevance adds value to the network’s brand. The websites of FoxNews and MSNBC aren’t terrible, but CNN’s is better.
Don’t be a follower.
Don’t let your use of trends overpower your own style, and don’t let trends dictate your brand development. Be yourself! Pick and choose how you are going to use the latest visual effects, and then let your own personality (or your client’s personality) flow through the whole design. It’s hard work to be creatively unique! It’s much easier to go with the flow, using the latest trends and failing to really create something that is YOU.
Timeless or trendy? Both!
Use the latest visual trends whenever it’s appropriate, but make sure your own brand is the foundation. Usability is much more important than using the latest trends, so first of all, create a usable site. Then apply appropriate eye candy.
There is a big difference between the philosophy of logo design and that of web design. While a logo should stand alone as a good piece of design, regardless of current trends, a website should probably be more influenced by the design culture. If you can use current trends in typography, layout, and graphics while maintaining usability and without abusing your brand, go for it!
great question to put out there, it is hard to find a balance between the two arguments.
i would always try to design something for the moment, which you would hope doesn’t have a throwaway style but something of substance which would still be functional in years to come.
Jared Thompson´s last blog ..Sunday Snippets: The Best Links Submitted & Found On the Web by Design Juices
Yeah, absolutely Jared. We should examine trends carefully, using ones that we think won’t be dated quickly. But the cool thing about web design is that it can be changed so easily if needed, in contrast with print design stuff.
Leighton Taylor´s last blog ..The most important skill for any designer
I think this is a great point to come across. What I see often is websites being updated to the new trends or looks. So that’s one thing that’s always nice to keep in mind, is that the site could always be updated. But that doesn’t means as designers we can through out the idea of a timeless look. The web is constantly growing and so is design, and with it, we must grow also.
Like you said, usability is the most important thing. When it’s beautiful, it creates an even better interaction.
I agree. Thanks for the comments Hillary!
Leighton Taylor´s last blog ..The most important skill for any designer
I would take care to distinguish between trends that reflect the changing user base of the web and stylistic flourishes that come and go.
Overall screen sizes and user sophistication have been going up. That’s one of the reasons you see trends like large font sizes, expanded footers, and designs that aren’t afraid of scrolling. Shiny buttons on the other hand are just a stylistic treatment that’s caught on.
IOW, keep evolving with the rest of the web, but choose the styles that fit the brand best.
Good point Craig. I would agree that technology developments and user sophistication are important changes to consider, but visual trends are also important enough to be recognized and evaluated, in my opinion. Thanks for your input!
Leighton Taylor´s last blog ..The most important skill for any designer
This touches on a frequent rant of mine. For me, the best designs are the ones you don’t notice – like Apple & Amazon. People go to websites for information, not aesthetic appeal. As long as the design aids getting quickly to the information the user wants it’s a winner in my book!
See my latest rant on the subject: http://www.gmig.co.uk/blog-0/bid/27699/Why-Web-Design-is-a-Waste-of-Money
Sure, it’s true that the content should always come first. But Apple’s site is actually quite visually appealing and that level of design is an extremely important part of their brand.
Down market, text heavy,sales techniques are great for direct mail and other niches, but are highly inappropriate for upscale products like Apple computers
I agree ‘trendy can be relevant”.
Good article, interesting points.
Thank you!
Glad you enjoyed it, Cathy. Thanks for stopping by!
Leighton Taylor´s last blog ..The most important skill for any designer
I think where web design is an ever evolving technology, and websites often being dynamically ever changing pieces of work, you can strike a balance between the both.
Generally the sites with their own style will be the timeless ones.
Hey, been following your articles latetly and I came across this one. Thanks, it’ll keep me thinking for a while.
interesting post, raises interesting points
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Of course it should be trendy. Internet is technology and technology is advancing not staing in place.
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