15 Web Design Terms to Help You Navigate the Latest Trends
By Lara Berendt
When marketing managers, IT administrators, copywriters, designers and developers come together to hash out project plans and timelines, things go more smoothly when everyone can speak the same language.
So what do you do if you don’t know your duotone from your parallax? We can help.
If you’re about to kick off a web design project, or just want to be able to speak intelligently when you work with your design team or agency, knowing these buzzwords will help you chime in confidently. Here are some of-the-moment web design terms that can help you better understand the look, feel and functionality of your new site.
1. Card layouts
As simplicity and responsiveness continue their reign in the field of web design, card layouts have become a popular tool for chunking out information into small modules that can be easily sorted, personalized, flipped through and swiped. As a refinement of the tile layouts popularized in recent years, cards add new layers of richness and interactivity with animations and hover effects. Card layouts lend themselves to a variety of applications, especially news sites, blogs, product catalogs and community platforms.
“The usefulness of the card UI pattern goes beyond loading times and translating across different screen sizes,” writes Jerry Cao for Designmodo. “Bite-sized content matches the attention span of most web users (especially on mobile devices).”
A keen editing eye is crucial to effective design, and that applies to color as much as content. Duotone images are essentially made up of two dominant tones, created by generating a grayscale image and replacing highlights or midtones with contrasting colors.
With duotone images, designers can inject mood and personality into a web layout using a restrained, sophisticated color palette. These visual touches can hold together a site’s look and feel, offering cohesion and consistency while communicating aspects of a brand’s identity, or the energy or tone of a piece of content.
Source: Adison Partners
Source: Ortiz Leon Architecture
3. Dynamic storytelling
Web marketing today is all about connecting with your audience and making them feel something for your brand. Dynamic storytelling is a means to this end, combining the use of imagery, graphics, videos and text to weave a compelling narrative about a company’s product or service, or to show the humans behind the business.
Rich storytelling like this requires a greater time investment in storyboarding, writing and multimedia asset creation. But it can pay off when these content marketing endeavors deliver heightened engagement and loyalty for your brand.
Source: Bechtel Rail
4. Flat design
Flat design essentially scales back digital graphics and design elements from 3-D to 2-D. By limiting or eliminating the use of realism-based design effects like drop shadows, gradients and textures, designers can emphasize usability and speed up page load times across devices. Flat design techniques use minimalism, solid colors and crisp edges to simplify the user experience and let the Go to the full article.