Design Trends 2023: Is it worth following them?

Trends reflect changing user preferences, new technologies, and evolving cultural contexts. Tracking these changes can be a valuable source of inspiration and a way to keep your brand in line with current market and user expectations. However, you should remember that not every trend is suitable for a particular brand or website.

Let’s take a moment to look at how this has evolved over the past few decades…

Trends related to website design have existed since the early days of the internet, but their nature and pace of change have evolved with technology and the rapidly changing expectations of users.

The 90s and early 2000s

Originally, websites were simple and often relied solely on text and perhaps links. Graphic design was limited by the then-emerging technological capabilities and the speed of internet connections. Tools like simple tables were used for laying out content on pages.

Late 90s and early 2000s – The Flash Era

During this period, Adobe Flash technology was extremely popular and allowed for the creation of the first interactive and animated websites. These websites often featured very dynamic visual effects, not always aligned with functionality.

Entering the 21st Century: Minimalism and Web 2.0

As technology advanced, websites became more minimalist and, most importantly, functional. The concept of Web 2.0 brought greater interactivity, the introduction of advanced forms, and much faster content loading. A significant breakthrough!

Responsiveness and Mobility in 2010

Due to the growing popularity of mobile devices, websites had to become more responsive to adapt to various screen sizes. Interestingly, some designers began to embrace the “mobile-first” principle already at that time.

Minimalism and UX Continuing to Today

In today’s world, website design focuses on minimalism, readability, fast loading times, and excellent user experience (UX). Searchability, accessibility, and performance are key elements.

Branding and Trends

In the context of branding, trends can help your company align its message with the dynamically changing social values and consumer preferences.

For example, if the trend emphasizes promoting sustainable development and environmental care, a company can use this motto to highlight its environmentally friendly actions. However, it’s crucial for this to be consistent with the company’s mission and values, rather than just a momentary “gimmick”—after all, honesty is the best policy.

In web design, trends such as responsiveness and minimalism can improve the user experience and the effectiveness of a website. However, the implementation of trends in this context should also be balanced, aligning with the needs and character of the brand.

Also, keep in mind that an excessive number of interactive elements or overly complex layouts can sometimes harm the readability and usability of a website. Finding the right balance is the key.

It’s also essential to remember that some trends may turn out to be short-lived or overshadow the authenticity of the brand. The vision of staying ahead of the competition may seem attractive, but not every discovered trend will fit the specifics of your brand and its audience. Ultimately, consistency and authenticity form the foundations of a lasting image and customer relationships.

Now that we know what to be cautious about, let’s take a look at a few trends that have gained popularity recently.

Minimalism and Simplicity

In today’s crowded world, less sometimes means more. Companies are increasingly opting for a minimalist approach to design and visual identity. Clean lines, simple shapes, and limited colors help create a cohesive, elegant, and easily recognizable image.


The drive to better understand customers and create a more personalized experience is becoming more evident in the branding world. Companies are striving to build emotional connections with their customers, trying to tailor their communication to individual preferences and needs.

Multimedia and Interactivity

The introduction of interactive elements, such as background videos, SVG animations, or interactive infographics, can make the website and other communication channels more attractive and engaging for users.

In summary, it’s crucial to track and selectively implement trends in branding and web design.

Let trends be an inspiration, but don’t let them dictate the main strategy. The key to their proper use is the ability to assess which ones align with the values, mission, and needs of your brand and which may be just short-lived, unnecessary tactics.

This balanced approach will help you maintain the credibility and authenticity of your brand, creating a lasting and effective image.

Mateusz Rozynek