5 web design trends to watch in 2022

From immersive online worlds to visual storytelling, websites continue to evolve and become more complex in both their technical features as well as in how they engage users.
As the competition for the attention of users continues to intensify in a noisy online world, we dive into the trends that are set to define web designs, creative approaches, and the use of innovative technology in 2022. 

Being a design judge for various international web awards has allowed me to widen my scope and discover inventive work examples from designers and developers from diverse cultural and geographical backgrounds and to witness firsthand today’s evolving trends and emerging technical solutions. In fact, with technology developing and progressing at a rapid pace in the online world, being able to stay up to speed on the latest trends and identify the “next big thing” on web gives us here at Action Global Communications a competitive edge and helps us deliver solutions that effectively support our client’s objectives.

Having said that, as much as technology has been evolving, design-wise we haven’t witnessed any drastic leaps in the past couple of years. While some are reluctant to experiment with new technologies, others feel more comfortable with what they know and do best and, in some cases, it is the available budget that puts an end to the developer team’s creativity.

Therefore, trends that have been dominant in the past couple of years are likely to remain prevalent in 2022, including animated websites with large typography and as well as the domination of video content. Nevertheless, there are a couple of trends that are expected to make a stride and become even more influential this year.

Note: The below examples are best viewed on desktop.

1. Domination of Dark Mode
By now, we should all have noticed the shift towards dark mode on our computers, tablets, smartphones as well as the apps we use. The dominance of dark mode has been, from my perspective, the single most significant development in how we design apps as this change not only delivers visually more appealing aesthetics but also helps to safeguard our eyes and mind in an age where we spend a big part of our days staring at a piece of glass. Dark mode is now set to become more common on websites as well. It is a must-have functionality for news portals, magazine websites, blogs, and for any platform where users spend a considerable amount of time reading. Having said that, websites should not be created in black or a dark color palette just so that they can give the impression of dark mode by default. Websites that are content-heavy will, however, benefit from adding a toggle that enables the user to switch between light and dark themes.
One of my favorite and most visited websites, TV Tropes https://tvtropes.org/ has a night vision toggle on the right sidebar and since it is a content-heavy site, this option can significantly enhance the user experience.

2. Immersive Online Worlds

While this one is not so much of a trend (yet), online worlds represent the direction that I expect and wish to see more in the near future. In the past couple of years, various creative projects have been launched where websites were turned into unique experiences of immersive online worlds. Spectacular illustrations and ingenious animations navigate the user through a well-structured experience enhanced with smart interaction hotspots that encourage them to further explore the site. A fast-emerging approach, such virtual realms can work extremely well for campaigns and product awareness initiatives. They offer an entire playground for the creative team to utilize their skills and deliver a one-of-a-kind interactive experience for users.
Some of the companies and campaigns that have already experimented with this approach”

• Flora Fantasy
• Wayfinder
• Admire Amaze
  
  
  

3. Virtual Storytelling
Storytelling on a website often goes hand in hand with the above-mentioned immersive experiences. This trend has been dominant in the marketing sphere for years and it is about time to see more websites embrace it as well. Guiding the user through a well-thought narrative via engaging visuals, text, video and audio is quickly becoming a trend as the below examples also prove it.

• The Future in Mind
• Lewa House (Using an actual narrator further enhances the experience.)
• Blue Marine Foundation
• PVP

4., Graphic Design Comes to Life

No, not like Frankenstein’s monster, but in a more sensible and playful way. This is a trend that I keep seeing more and more and it is set to become more prevalent this year. Technology allows us to create any and every design element via code which means that utilizing that code is only limited by our creativity. Create an icon via code and then animate it or turn it into an interactive element that can be triggered by the mouse cursor or touch gestures. While this could be done in various ways, the secret is to develop the website in a way that it looks clean and static, yet with every scroll and movement, an element comes alive.
Just imagine touching the corners of a box block or hovering over images that are then enlarged or rotated. Static and flat icons or typography can also become three-dimensional with every scroll or interaction. The perfect combination of the best of two worlds in a very tasteful way. Here is my favorite example: Shapefarm

5., Oversized typography

Finally, one of last year’s biggest trends which is set to dominate 2022 as well, and one that is my least favorite, and here is why.
Oversized typography is closely linked to current graphic design trends where over-the-top typography and heavy blocks take center stage. On the other hand, when it is applied on the web, the result is a site that might look edgy, from a user experience perspective, however, it becomes unreadable. Implementing this approach can easily jeopardize the website’s usability and functionality and derail us from our main purpose to design visually appealing products that are useable and elevate the user experience. For optimal results, strive for a balance between impactful titles and decorative elements, along with a legible use of text.

Some of the best examples: Here are such examples:

• When bigger is not better
• Large typography yet the main content remains readable
• A more balanced approach

That’s all, these are the top 5 trends you should watch in 2022. To get inspired for the new year, check out some of my favorite websites from 2021.

• A fantasy fan-favorite Netflix show with an equally unique website. With its strong nostalgic feel, it takes users back to an era of the good old Flash sites with beautiful, immersive and fantastical experiences. What’s not to love?
• The subtle use of interactivity complements the design and makes the experience seamless and enjoyable.
• The well-thought-out narrative takes the user on a unique journey.

Finally, I would like to share some of the our recent work at Action, including the newly-launched website of Invel Real Estate and the official page of Neo Capital.

To discuss how we can support our web presence, please do not hesitate to contact us HERE.