In Campaigns, Digital Advice, Digital News, Web Design, Web Development by Steve Harvey-Franklin


Year in review: our design tips from 2017

An increasing amount of design innovation has been happening in 2017.

But with innovation comes risk. The temptation to create something awe inspiring and wondrous can (if done incorrectly) be damaging to the user’s experience.

To show you what we mean, here are a few pointers we’ve picked up from the world of design in 2017.


A balance should be struck between having a minimalistic and informative site. The minimalist side should aid the user to find the information that they’re there for and not distract them. The informative side should tell the user what it is they need to know without fluff.

Previous site design.

Previous Donegan Site

Modern, minimalist design.

Modern Minimalist Donegan Site


Designing a button should be a simple task as the overall style has remained the same throughout the years (apart from a slight blip in the ‘image map’ age which luckily was short lived, as it became apparent that it was too confusing for the user).

Slight iterations to buttons have happened as the web has progressed. With more flexibility with the code, designers started to branch out with colourful buttons while still staying true to their form.

Monochromatic/classic style buttons had a seemingly raised rectangle (denoting an action can be applied) and text (explaining the effect).

These two core principles (a surface set apart from the background and the text) will not likely change any time soon.

Button Styling


The increase in speed internet providers now supply has allowed the use of more complex, larger and more interesting imagery. This allows the user to visually understand the content of a page.

The understanding can set the tone of how you wish the page to be understood (e.g. use of black and white photography over full colour). Hiring a professional photographer can set your website worlds apart from those that use stock images.

Professional Photograph
Stock Photograph

Compare the stock image above with a professional photograph taken at the client’s own location.


Generally people will not read every word you write on your website. They’ll scan the text and find words that link to what they’re after.

So it’s important that your website gets to the point with little or no fluff. The longer it takes to find what they’re after the more likely they’ll leave before they get to it.

Trends of 2017 are gearing towards this, using bitesize paragraphs and simple sentences.


Badly Formatted Text

Visual example of how layout changes the readability of text on a page.

The use of headings, short snappy paragraphs and bullet lists isn’t just useful for SEO, it also affects how easy that text is to skim.

Your text should be similar to a billboard placed at the side of a motorway – short, sharp and easily digestible.

Well Formatted Text


If you’d like to learn more about how we provide expert design to our clients, contact us on 01484 44 33 22.

Share this Post

Subscribe to our mailing list

* indicates required
Communication Subjects