24 website design trends to watch in 2024

2023 was a big one for website design. Chat GPT-4 was released back in March, further disrupting content and the way many companies populate websites. The wider digital marketing space is evolving at a breakneck pace, with web design no exception.

Staying on top of utilising new technology - whilst avoiding sounding like The Terminator asking out a prom date - is crucial for web designers, businesses, and even casual bloggers who wish to remain relevant and engaging to their audience.

Here's our roundup of 24 exciting web design trends that are already shaping the digital space this year.

1. Interactive Storytelling

Interactive storytelling is becoming a vital aspect of web design in 2024. Websites are no longer static information hubs; they are dynamic storytelling platforms. Through the use of interactive elements, video, audio, and scroll-triggered animations, websites are crafting immersive narratives that engage users emotionally and keep them hooked.

This approach is particularly effective for brands looking to build a strong connection with their audience. An awesome example is Designmadecool on Webflow. Their whole website is set on the homepage, telling a beautiful story of who the designer is and what services they offer.

2. Creative Navigation

As a result of this movement towards websites telling a story, the navigation becomes the first chapter. When we talk about navigation, the primary area of focus is the navigation bar at the top of web pages. This traditionally provides a simple index of web pages so that users can find the right information that they are looking for. However, there is a growing trend of more creative navigation bars and more interesting ways to explore a website's content. Check out the websites of NKI Studio and Kim Kneipp for some cool examples of rolling out the welcome mat to a website in an engaging way.

A key driver for this trend is social now being so intrinsically linked with brands, performing many of the functions that websites have done historically. For brands where this is the case, the website role becomes less functional and more about creative expression and brand storytelling. For many brands, however, their website remains their primary information hub.

3. Minimalism with a Twist

Whilst many brands are telling ever more immersive stories on their websites, minimalism is always something we’ve been a fan of. No popup jumble sales required. No jack-in-the-box design quirks that slap you in the face as soon as you arrive on the homepage. That’s not to be the web design Scrooge, but pared back and clean makes for a better UX than noisy and cluttered websites that aren’t considered.

In 2024, minimalism is taking an innovative turn. We're seeing designs that blend the simplicity and cleanliness of minimalism with bold and experimental layouts. The use of white space is smarter, making room for large, impactful visuals and typography - not to mention an increase in AI features - that captivates viewers without overwhelming them.

4. Voice-Activated Interfaces

Long gone are the days when talking to a website would get you sectioned. With the advancement in voice recognition technology, voice-activated interfaces are becoming more common. In 2024, websites are increasingly integrating voice search capabilities, allowing users to navigate and interact with the site through voice commands. This not only enhances accessibility but also provides a more seamless and hands-free user experience; especially important for mobile users who now make up over 65% of website traffic.

5. Engaging Micro-Interactions

Micro-interactions have become more sophisticated in 2024. These small, interactive elements of a website are not only delightful but also informative and engaging. An example of a micro-interaction might be a sudden confetti explosion when you successfully submit a form on a webpage. Who would be that juvenile?

Micro-interactions offer instant feedback to users about their actions, enhancing the overall user experience. Expect to see more subtle animations, scroll-triggered effects, and interactive hover states that bring web pages to life.

6. Dark Mode Designs

Continuing its rise in popularity, dark mode is something that more web designers are thinking about. It's not just about aesthetics; it's also about functionality. Dark backgrounds reduce eye strain, save battery life, and make other design elements pop. However, there’s no current evidence that websites that aren’t considering dark mode will be penalised in ranking. Check out this guide to turning on Google Chrome Dark Mode across websites.

7. Immersive 3D Elements

Three-dimensional design elements are bringing an extra layer of depth and realism to websites in 2024. These 3D elements, ranging from subtle textures to full-blown immersive environments, are being used to create a more engaging and memorable user experience. With advancements in web technologies like WebGL, these 3D graphics are now far more accessible and work well. Of course, with aesthetic design elements like this, it’s subjective as to whether they enhance a website or get in the way. What’s clear though is that it’s great to see more and more accessible software that gives designers and hobbyists more options when building websites.

8. Responsive Design: Beyond Mobile

Responsive design has moved beyond simply catering to mobile devices. In 2024, websites are designed to be fluid across all devices and screen sizes, including wearables and large displays. This trend ensures a consistent and optimal user experience, no matter how the website is accessed. At Seaglow, we ensure our websites look great across a variety of devices and screen sizes. Long gone are the days of building a mobile version of a website as an afterthought, with over 70% of website designers believing that a non-responsive design is the top reason why visitors leave a website.

9. Sustainable and Ethical Design

Sustainability and ethics in web design are gaining traction in 2024. The internet currently produces approximately 3.7% of global carbon emissions. Designers are focusing on eco-friendly practices, like optimising images and code for faster load times and reduced energy consumption. Ethical considerations are also at the forefront, ensuring websites are inclusive, accessible, and respectful of user privacy.

There is a massive education gap between internet users and the carbon footprint of their online behaviour. Honestly, we’re still trying to fully wrap our heads around it, but did factor in advice from the Website Carbon Calculator and Sustainable Web Design when crafting our new website.

9. Augmented Reality (AR) Experiences

Augmented Reality is also having more of an impact on website user experience. In 2024, AR is not just a novelty but a functional tool that enhances user engagement. Online retailers are incorporating AR to allow customers to 'try before they buy', and educational sites are using AR for immersive learning experiences. Google has invested heavily in AR in the beauty space, allowing users to try on hair colours and foundations with their own image, as well as on model images. This technology is making websites more interactive and engaging, bridging the gap between the digital and physical worlds. Check out this list of great examples of AR.

10. Motion UI

The rise of Motion UI has created a cool new angle when creating dynamic and responsive web designs. In 2024, the focus is on subtle animations and transitions that add depth and character to web pages without compromising loading time. These motion elements are being used to guide users through a site, draw attention to key areas, and enhance storytelling, making the user journey more intuitive and enjoyable.

11. Layering

Layering is probably less of a trend and more of an ongoing trajectory with website design, rising steadily in popularity over the last few years. Images, colours, shapes, animation and other elements provide depth and are particularly effective on websites that have a low amount of copy. Linking to storytelling, layering also has connotations of fictional picture books, providing a beautiful aesthetic if done right. Delassus Group have an awesome layered website.

12. Inclusive and Accessible Design

Businesses have rightly been encouraged to be more inclusive in the past decade. Web design is no different, and there’s now a strong emphasis on creating websites that are accessible to everyone, including people with disabilities. This includes the use of alt text for images, voice navigation, sufficient colour contrast, and easy-to-read font styles. Inclusive design is not just ethically important but also expands the reach of a website to a broader audience. WIX has drafted a brilliant guide of things to consider when crafting a website that is accessible.

13. Data Visualisation

With the explosion of big data, effective data visualisation is becoming increasingly important. Examples of data visualisations are graphs, tables and infographics. In 2024, designers are leveraging sophisticated tools to present complex data in a clear, engaging, and interactive manner. This not only helps in conveying information more effectively but also adds aesthetic value to the website.

The human brain processes visual information way faster than text, and in an age of ever-decreasing attention spans, this is a win for brands looking to reduce website bounce rates. Not only is data visualisation great for keeping eyes on websites for longer, but it also looks aesthetically pleasing when designed well.

14. Typography Innovation

Innovative typography is a standout trend in 2024. We’re seeing a shift towards bold, creative, and even animated typography that catches the eye and communicates a message powerfully. The integration of custom fonts and variable fonts allows for more flexibility and creativity in how text is presented on web pages. Creative Bloq has crafted a guide to 2024 typography trends if you’d like to learn more.

15. Collaborative and Social Spaces

Websites are increasingly becoming collaborative and social spaces. Features that enable user interaction, like forums, chat functionalities, and social media integrations are popular with many brands. This trend is about creating communities and encouraging engagement directly on the website, making the web a more connected and interactive space. There are parallels here to the storytelling trend mentioned previously, as brands look to create more functions for their website than simply providing information for visitors.

17. Variable Fonts and Dynamic Text

Similar to typography, the use of variable fonts is on the rise. These fonts allow designers to adjust the weight, width, and other characteristics of a typeface dynamically, offering greater flexibility and creativity. This trend is not just about aesthetics; it's also about improving readability and user experience, especially on devices with varying screen sizes, tying back into accessibility and inclusivity.

18. Biometric Inputs

With advancements in technology, biometric inputs are becoming more prevalent in web design. In 2024, websites are integrating features like facial recognition and fingerprint scanning for personalised and secure user experiences. This technology is especially relevant for e-commerce and banking websites, where security is paramount (although all websites should be secure, something we pride ourselves on at Seaglow). If you run a website, there are plenty of things you can do to boost security for that extra peace of mind.

19. AI-Powered Chatbots and Assistance

AI-powered chatbots are rapidly evolving. They are more intelligent, conversational, and capable of providing personalised assistance to users. At least that’s what I tell myself as a chatbot. These virtual assistants are being used for a variety of purposes, from customer service to guiding users through a website, significantly enhancing user engagement and satisfaction. They are becoming so intuitive that there have even been warnings about what you tell chatbots, with privacy risks being cited as a concern.

20. Cross-Platform Consistency

With the diversity of devices available, cross-platform consistency is key in 2024. This extends beyond responsive design to wider UX across platforms. For example, being able to access a cool bit of functionality regardless of whether you’re on a busy commuter train or at home on your laptop. This consistency in design and functionality is crucial for brand identity and user satisfaction.

21. VR-Enabled Experiences

Virtual Reality (VR) is a divisive subject. Bemoaned by some as a total failure, whilst heralded as remaining one of the most disruptive up-and-coming technologies by others. The truth probably lies somewhere in between. We are seeing some websites that offer VR experiences, allowing users to immerse themselves in a virtual environment. This trend is particularly notable in industries like real estate, travel, and education, where immersive experiences can be a significant value addition. Time will tell whether this catches on and VR becomes a staple component of websites.

22. Sonic Branding

Sonic branding is becoming a part of the web design conversation. Websites use unique audio signatures or sounds to enhance brand identity and user experience. These auditory elements are not just about creating an aesthetic appeal but also about making the brand more memorable. Check out Riverside’s guide to Audio SEO and why it matters.

23. Advanced Scroll-Triggered Animations

Scroll-triggered animations will become more sophisticated in 2024. These animations are triggered as the user scrolls through the page, providing a dynamic and interactive experience. A staggering example is the ‘Work and Life of Stanley Kubrick’, as the visitor scrolls through the American film legend’s life. Scroll-trigger animations are being used to tell stories, explain complex concepts, and guide the user's journey through the site in an engaging way.

24. Product Photography

As consumers become more savvy when it comes to product authenticity and provenance, brands are using more product photography. Talking a good game only goes so far for brands these days, with transparency and science-backed storytelling becoming essential for brands in a variety of industries. Product photography gives a clear insight into how a brand can work. Apple has long been at the forefront of website product photography, with the visitor often being instantly welcomed by a beautiful shot of a new iPhone.

Final Thoughts

2024 is going to be another exciting year. Here at Seaglow, we can’t wait to utilise the new tools at our disposal and build some memorable websites. The 2024 trends reflect a blend of technology, creativity, and a growing awareness of ethical and environmental considerations.

As web designers and businesses adapt to these trends, the focus should remain on creating user-centric designs that not only look great but also offer a seamless and engaging user experience. The key is to embrace innovation while keeping the user's needs at the forefront of every design decision. 2024 has got off to a flyer, and we can’t wait to share more news and views with you on all things digital marketing.

Looking for a new website but not sure where to start? Get in touch with the super-friendly Seaglow team here.