8 Popular Web Design Trends for 2017

With every passing year, website design trends come and go. Designers continue to challenge standard convention to make their brands stand out and capture the attention of consumers.

While it can include many different topics concerning the production and maintenance of websites, we are usually referring to the front-end, or customer facing, part when discussing web design.

In 1995, KennedyC won the American Advertising Federation (AAF) Madison’s first Web Design ADDY for our client A to Z Rentall. Since then, we’ve continued to make improvements and update our digital design arsenal according to the latest trends.

Here are some of the top trends we’ve started incorporating into our client’s sites this year.

  1. Typography: Bold headlines and contrasting colors are big

    One of the top design trends for 2017 involves typography. Typography is the art of arranging text based on its font, color, size and other visual elements. At times, this can be as important as the content itself.

    This year, websites are using big, bold headlines and contrasting colors to emphasize certain text. We’re also seeing more creative uses of type as a design element, with it more closely following graphic design principles.

  2. Color: Duotone imagery and gradients are making waves

    Color continues to be one of the most important aspects in the design of a website. Trends are always dependent on a target audience, but we’re starting to see more and more brands opt for bold, unexpected color palettes.

    While some brands opt for bold, other brands are focused on the opposing trend; the use of subtle, dimmer palettes and organic shades. Duotone imagery and gradients have also continued to grow more popular as the year goes on.

  3. Animation: Parallax, animated SVGs and video are stealing the scene

    Advancements in web animation are another top design trend we are seeing this year. Scrolling effects like parallax, animated SVGs and video continue to rise in popularity.

    Parallax is a visual effect where the website’s background moves at a different speed than the rest of the page. And SVGs are scalable graphics that look great at any size and can be manipulated by CSS. With the versatility of SVGs, designers can now add intricate effects to type, images, etc.

  4. Photography: It’s time for shots that reflect the brand’s story

    The frequency of stock photography and posed shots is rapidly decreasing. Use of this visual style has already started declining and will continue to do so in 2017.

    Brands and designers alike have recruited professional photographers to take unique lifestyle and product images. This allows the brand or designer to customize the photography and graphics that live on the site to better connect with their audience.

  5. Design: Say goodbye to flat design and minimalism

    Flat design has become a trademark of nearly every website out there. Coupled with the previous resurgence of minimalism, this led to a, “cookie-cutter,” design standard among websites that left designers clamoring for creativity.

    This year, we have started to see innovative use of typography and depth of color replace minimalistic palettes and designs.

  6. Microinteractions: Now is the time to create moments for customers on mobile

    Microinteractions are moments centered around accomplishing a single task on a webpage. And nearly all websites and applications are filled with these moments.

    Touch and gesture-related JavaScript libraries now enable the creation of subtle animations. These animations within mobile web apps can also be used to direct attention to interactive elements. This provides a mobile-specific equivalent to the use of hover effects on desktop screens.

    Popular micro-interactions examples:

    • Hamburger menu
    • Autocomplete
    • Autocorrect
    • Pull to refresh
    • Typing indicators in chat

  7. Card Designs & Grid Layout: Keeping it simple and organized is key

    First popularized by Pinterest, these simple grid-layouts showcase large amounts of content in an interesting and digestible way. As with many of the trends we’ve already discussed, eye-catching visuals are really taking center stage in 2017 website design.

  8. AI-powered Bots and Conversational Interfaces: The more human the better

    Visually, these fun little additions to the web aren’t going to have a huge impact on design itself. But, they are going to significantly influence they way designers think and work.

    With businesses shifting toward automated communication and sales, conversational interfaces of websites and apps will need to keep up. Thoughtful design could help big brands express different sides of their personality - making them more human and approachable.


A website’s design can greatly impact the experience of your customers. Staying on top of the latest trends and technology will lead to success and greater satisfaction among users.

Our KennedyC web specialists have the creativity and expertise to update your brand’s website and take it to the next level. Give us a call or contact us to learn more.