Web Design Trends Demystified: Video

At the end of 2016 we shared a list of some of the web design trends slated to make it big in 2017. Among them were trends like video marketing, bold typography and hand drawn graphics, which we’re all familiar with. However, some additions to the list aren’t quite so familiar: artificial intelligence, microinteractions and mobile first design, to name a few. Before you can incorporate certain trends into your work you need to understand their history, their rise to popularity and what value they can add to your designs. In a series of posts we’ll be sharing throughout 2017 we want to delve under the hood of some of this year’s biggest web design trends and get into the nitty gritty, arming you with all the information you need to include these trends in your designs in an effective way.

What are we focusing on this month? Video.

We know, we know, video doesn’t sound like a trend that needs to be demystified. While online video is something we’re all familiar with, the way it’s being incorporated into effective, eye-catching web design is certainly a new concept that continues to evolve day by day. While the notion of including a video on a website isn’t cutting edge, there are many other ways you can include videos in web design that you might not have thought of – or might not have had the courage to try, which is what we’re going to be talking about today.

So what exactly is the trend?

As we mentioned earlier, videos have been included on websites for years but previously videos tended to be relegated to video galleries and have bland functionality that never really extended beyond product demos or infomercial style advertising. In recent years video has been given a new lease of life and the current trend is to use video in a host of innovative, creative ways to showcase products, promote services and take customers on an immersive journey. Whether it’s an introductory video in a website’s header, a fullscreen video background or the live video trend that’s sweeping social media, it’s clear that video reigns supreme in 2017.

What can video be used for?

In short, video is used to make a statement. Think about where your eye goes if you visit a website that includes video – you’ll look straight at the video every time. A moving picture is far more stimulating than a still image or block of text, so it’s a great way to boost user engagement and brand memorability.

The uses for video are endless but the biggest trend you’ll see this year is video backgrounds. We’re talking big, bold and eye-catching. Full screen is the way forward and it’s a fantastic canvas to promote whatever your website is selling, whether it’s a service, a product or a lifestyle. The selling aspect should always be subtle if you’re looking at a video background – it’s not the place for a hard sell. Instead, stick to branded video tutorials and testimonials if selling is your priority. Remember that the user experience is paramount whenever you’re designing a website – it’s about their browsing experience, not yours.

If you have a physical store or you’re a restaurant, hotel or entertainment venue then consider using video to showcase your property. Ambience is what keeps customers coming back again and again and what better way to help them experience your venue than by bringing it to life through the screen via video content?

What should I consider before using video in my design/development projects?

Before you start designing with video in mind, take time to sit down with your client to ascertain their needs and future plans for the website. It’s no good dedicating weeks to a design, only to find out that it doesn’t have the video functionality the client needs. Clearly run through what type of video content needs to be included, whether it will be a background, a header or embedded in the page content; this will give you a solid skeleton to construct your design around and should make the process go much smoother for everybody involved.

Video is a trend that isn’t going anywhere so it’s something we definitely recommend you try your hand at. If you’re a freelance designer than you’ll likely be receiving plenty of requests for the inclusion of video content in your designs so creating a couple of test designs with video functionality would be a great way to get yourself up to speed on this latest web design trend.

For those seeking some additional inspiration before they get started, there are some brilliant examples of high quality video in web design at Awwwards. There’s a showcase of over 1000 examples of how to integrate video into your web designs, so it’s a must-visit for any designers looking to master this trend.