Graphic design agencies, advertisement agencies and digital marketing companies do a lot of visual storytelling. Pictures indeed speak a lot, and if it’s a brand that is doing the talking, it had better watch every word it says. That translates to communications through every angle and curve of visual imagery. Design not only creates a brand’s look and identity, but also defines its behaviour and body language.
Graphic designers achieve this through strategic creativity. Design concepts come and go but some are evergreen for their simplicity and solidity. The digital age has spawned a new generation of design concepts with multi-screen adaptability. Experts are quick to notice design concepts that gain popularity. Here are some design strategies that will continue trending through 2016 and beyond.
A website is an integral part of advertising. A user-friendly website gives a much better brand experience. Today, almost everyone uses the Internet on their mobile and companies have no choice but to optimise their websites and design features for the small screen. In fact, Google is actually discouraging sites, which are not mobile-friendly. However, seamless usability does pose a challenge for designers as different mobiles have different configurations.
Native apps provide faster surfing experiences and designers are now making websites that leverage the speed, focus and customisation of apps. Not long ago, log-in areas were a no-no, but now businesses are slowly bringing them back with app-like functions. Companies also seek to add the factor of exclusivity to cut through the clutter. Today’s design mantra is to remove all unnecessary information and let the user reach the content as fast as possible.
There was a time when advertising copy tended to be prosaic, but now long text is considered wasteful and boring. Information intensive copy used to be written in short paragraph form, but now graphics enable websites to have modular text. Modular design uses block grid architecture. Modular text can be designed in creative ways, which make the text interesting to read and make users reach out to e-books and e-brochures.
They say the user will dictate design in 2016’ but design has always been about user experiences (UX) and always will be. Design aesthetics are all right, but if the user cannot interact with it, he’s not going to buy the product. Speeds at which pages load play an important role in marketing. Heavy design makes for a frustrating UX.
Menus make it easy to navigate a website, and the more user-friendly they are the more people will be attracted to the site. However, not everyone browsing the site looks for a menu. Creative teams can design hidden menus, and figure out exactly when they should appear. It would be a pleasant if users find the menu when they need it.
Also called infinite scrolling or modular scrolling, this design concept is nothing but breaking down the website into two or more columns. Each space displays different links on the site, which have their own scroll bar. Companies figure that if this design is good enough for Twitter, Facebook and Pinterest, it works for them. The advantage is that companies can now cram in more information, which the user can access in interesting ways.
Designing began with flat designs and they are going to exist irrespective of every design innovation. Flat designs are evergreen: They are easy to create, and require no design embellishments to stand out, which represents solidity that customers can respects. No wonder many big-ticket companies have adopted flat designs.
Strange as it may sound, Google is winning the big design battle with Apple using material design. This design concept was widely used in 2015 and the trend has spilled over into the New Year. Material design will dominate apps, website and all kinds of advertising messages in 2016.
Infographics are one of the most interesting design elements with which to disseminate information. Infographics have been have been really hard workers on all digital marketing channels and people just love the creativity with which brands interacts with them. 2016 will be the year of innovative infographics as the users will soon tire of the old templates.
Companies know that stories are best told through visuals, and they want to put the best stories out there. Not only do prospects digest visual stories better they also share them with others. There are all kinds of statistics that re-inforce the importance of visual storytelling on acceptance and decision-making.