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Website Design Trends in 2013

At the start of every year the website design industry start predicting which trends will become widely adopted in the upcoming year. It’s a lot of fun, and always interesting to hear what web designers expect to see.

We’re now approaching November, and 2013 has absolutely flown by! We thought that it would interesting to see what’s been popular in the website design industry, and whether the new year predictions were right or not…

Responsive Web Design

The smartphone revolution has continued to gather pace, and we’re now producing more responsive websites than ever before. The last 18 months have marked a significant shift in the way that business owners perceive mobile site visitors. Previously there was a perception that mobile visitors were primarily social; it’s now widely accepted that connecting with mobile visitors is essential in every area of commerce.

There has also been great variety in the way that designers have integrated responsive web design. Whilst some have worked hard to adapt traditional desktop-style websites, others have flipped the process and adopted a greater emphasis on mobile website design that can be upscaled for desktop users.

Flat Web Design

We knew that 2013 would be the year of flat design; we didn’t expect Microsoft to preempt Apple. However, Apple’s recent launch of iOS7 has followed Windows 8 and probably signaled the final nail in the coffin for skeuomorphic design. Many significant online companies – not least Google and Yahoo – have also evolved their branding towards flat design.

What does this mean for businesses looking to rebrand in 2013/2014? Well, it certainly gives you permission to experiment with colour (either bold shades or subtler pastel tones) and think about your website in simple, minimalistic terms. Flat design is also something of a benchmark for modern web design, helping us to communicate with site visitors that we’re forward-thinking and up-to-speed in this key area.

Scrolling Navigation

The influence of mobile web design in this area has been huge. The importance of reaching mobile site visitors is well documented, but some of the principles of mobile website design have also been broadly applied across web design in general.

There are various examples of this. Understanding that mobile visitors have very different browsing requirements (touchscreen is very different to using a mouse) has liberated web designers to rethink website navigation. We’re seeing a lot more emphasis on scrolling to move between pages of content, with designers keen to keep things as intuitive as possible.


It’s nothing new, but typography is one of the primary design features of flat design. With a lessening emphasis on graphics and artwork, carefully chosen typefaces are crucial.

There are various trends that we’re noticing. Many web designers are enjoying pairing striking heading fonts with more subtle body text. We’re seeing huge emphasis on clean, legible fonts that add to the overall feel of the design and are particularly helpful for mobile browsers.


Website design is constantly evolving, but so far 2013 has brought gradual progress rather than widespread revolution. As a web design agency we’re working hard to integrate these components and help our clients connect with their customers.