Web Design Trends that will Shape 2017

December 28, 2016

While we can't predict for sure what the biggest trends in web design will be for 2017, we can recognise some signals that suggest what will come, primarily from trends that have popped up in the last few months. Some of the motivation for change is device-driven, other purely aesthetic. This blog dives into the emerging trends we have noticed and expect to see more of in 2017.

The Fall of the HomePage

As Google continues to refine its algorithm and content strategies become more and more advanced, the landing page will become a focus for design, not just the homepage. Even though every website will still need to have a homepage, strategy will begin to grow around specific landing page designs and how they can facilitate the needs of their user at that place in the experience funnel. Personalisation tools will help to customize each experience based on factors such as geo, age and gender.

Dark Aesthetics

The last couple of years saw the rise of minimal, flat, white designs in web design, however the old school dark backgrounds are experiencing a re-surge. As long as the colors provide enough contrast and pops of colour to draw the user's eyes towards the desired conversion, then this trend should be a win.


Through 2016, most contemporary furniture stores were showcasing geometric designs and this trend has transported itself online. There are various ways to include geometric shapes in web design, be it either the use of squares, triangles or hexagons for certain elements, or a heavy focus on lines and patterns in the overall structure of a website design. The most important thing to remember here, is to be simplistic and not overwhelm the design with too many shapes. Focus on one shape to subtly insert into the design of a template.

Minimalist Navigation

This change will be in response to the mobile-first focus taking over web design and will see longer, complicated navigations revert to shorter, more simple navigation menus. We anticipate, that to satisfy mobile users, nav bars will reduce down to just four or five items to help visitors focus on the intent at hand.


Microinteractions were widely discussed in 2016 as design elements offered subtle and powerful ways for users to interact with websites. Microinteractions are tools such as scrolling, hovers and clicks that lead to the next step in the experience on the page. The hover has arguably been the most popular microinteraction used so far, where users hover over an element to reveal a new element to interact with. We expect these interactions to grow in 2017.

Let Prototype web design company in Dubai take care of your website needs. Talk to our consultants today.

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Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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