The pace of the 21st century has made us very impatient. This also applies to find information on the Internet, even if there is enough time. Therefore, users are in a state of “instant exposure” if the required information is obtained in full on one web page.
How to provide it? The implementation of "motion design". One of the most trivial examples is adding GIF-animations to familiarize with the main characteristics of a car.
This way of presenting information is much more efficient than textual or even pictorial. The advantage of gif over video in faster loading, which is also very important when working with the
site.
GIFs can transfer the most complex ideas in a short amount of time. Moreover, they will definitely interest the user, which will make him stay on the site. One of the key benefits is that they work in any browser and smartphone, so they will be accessible to all.
But also it is necessary to take into account that animations, as a rule, are short-lived. Consider that there are no more than 5 seconds. In this period it is necessary to enclose the entire message. If it doesn't work, it's better to replace it with a video.
Video
Not a new trend, but for now there is no substitute for it. It creates a contradiction of lack of time when surfing the Internet. Most users have no desire to stay long on the site. But most of them are willing to spend 2, 5 or more minutes to view the relevant video.
Some statistics:
- 96% of users watch videos to explore the product in more detail;
- 79% said that it was the video that convinced them to buy the product;
- 68% prefer to study new projects by watching videos, rather than reading texts;
- 94% of PR managers said that video helps users to understand the idea of a project;
- 84% of managers are convinced that thanks to the video they managed to increase traffic on the site.
Information taken from the survey
The State of Video Marketing 2019.
I can safely say that today video content is the undisputed leader among web trends. I do not know about any successful project, which representatives opposed the addition of video.
However, there is a shortlist of rules for adding this element to your site:
- Duration. No more than 5 minutes. The basis of the project can be easily described during this period. The task of the video - to attract the user's attention and make him go deeper.
- Relevance. The video should clearly correspond to the page on which it is located. For example, you should not post the material "Our team" on the page "Why you need to work with us".
- Simplicity. Send only the main message. If you move away from the topic, the user will be bored, but he will not understand the idea
- Minimalism. The benefits of video do not mean that you need to fill a lot of clips. Some of the information must be submitted in text form.
Chat bots
The next emerging trend is related to artificial intelligence. Users often turn to support with questions of all kinds. As a rule, over time they coincide and it is more and more difficult to respond to them psychologically.
Chatbots are programs designed to imitate a conversation, that currently is being developed and improved, becoming more like people. They collect a base of constant questions and in the future immediately respond to interested users.
There are two types of bots: with fixed database and AI-based. The first option is something like an improved FAQ section and is ineffective. It is the second option that is a developing trend, since it greatly facilitates user acquaintance with the project.
The advantages of chat bots are that they are cheap (more expensive than the FAQ section, but much cheaper than the support staff) respond instantly and are available 24/7. Disadvantages: do not understand sarcastic requests, cannot correctly answer the question asked for the first time.
Experiments with chat bots began a few years ago. But for now they were remembered only as a stupid program, unable to respond normally to a banal query. Today they have "learned." Now bots can complete an order, help with registration or restore an account.
White space
The use of “white” space is one of the principles of logod esign and an effective way to attract attention. Under the white space means the area between the design elements, as well as the space inside some elements of the web page (including line spacing and stretching of the font).
There is an erroneous opinion in the
network that all the white space is “empty”. As you can see, this is not quite the case. Between web design elements there should be an explicit indentation.
It is also important to understand that, contrary to the original name “white space”, space should not be exactly white. It can be any color, texture or even a background image. The essence of white space is that it carries no semantic meaning.
What you should definitely know when developing a web design - the types of white space: active and passive. The first type is specially created spaces between the elements of web design, which in a certain way lead the user through the page. The second is aimed at improving the aesthetic appearance of the page. This includes line spacing, indents between paragraphs, and other similar elements.
Interactivity
The development of technology has led to the fact that high-quality web design by default involves the creation of more complex and dynamic elements. Thus, today we can see a lot of integrated videos, micro-interactions, animated scrolling and much more.
