Communication and brand identity design trends for 2017 | Webxcell Media

Communication and brand identity design trends for 2017


Predicting branding and communication trends for the following year in such a dynamic field can be fraught with difficulty. At times it can feel like staring into an opaque crystal ball. There are however branding and communication marketing trends which scream out as being defining characteristics of brand identity design and communication trends over the next 18 months.

Trends can be well-known changes which can happen in many creative disciplines. Branding and communications are no different. These trends become the defining and driving factors which influence and drive change in these fields. Digital brand identity design and branding is constantly changing and evolving. We have identified three of the top trends which we expect to see over the rest of 2016 and through 2017.

Everyone will be mobile first

Mobile device ownership and usage has exploded over the past few years with smartphones and tablets overtaking laptops at the device of choice for web browsing. Mobile first design is the process whereby websites and applications are designed and optimised primarily for smartphones, tablets and mobile operating systems/ platforms over desktop/ laptops. Web content is designed for smaller screened devices first then worked up for bigger ones. This isn’t a new trend to 2016/ 17 but as mobile-phones are now the device most of us use to access the web, more and more companies are realising the importance of having a site which is effectively optimised for these smaller devices. The next 18 months will see a real rush to complete this process.

Businessman pressing a Identity concept button.
Mobile first design does bring restriction which brands needs to consider what their core content and message or product is. A smartphone comes with (compared to laptops and tablets) significantly smaller screen. This severely limits the amount of content a user can easily view at once. This means means brands needs to rethink their corporate identity design to convey their most significant information as simply as possible. 2017 will see more brands and sites adopt a thoughtful approach in delivering their content via smaller screens. Mobile will be first with desktop/ laptop tacked on reversing the previous trend.

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Corporate identity design: Responsive design grows up

Like mobile first, responsive design is not a new trend and in many ways the trends of 2017 won’t be new so much as an evolution of existing trends. Whilst responsive design has been around for a few years now, this will be the year it finally grows up with more brands and businesses designing and building responsive websites and webapps.

Responsive design works in harmony with a mobile first approach to website and webapp design for brands. The mobile first approach designs the overall consumer experience for mobile devices, whilst responsive design implements this approach. Responsive design is a way to build a website using a flexible grid/ layout to create a single and dynamic website which will automatically adjust its structure and content to optimise its display on whatever device it is being viewed on.

A major benefit of a corporate identity design plan which uses a responsive design with a mobile first strategy is that you only need to design and build a single version of your website, effectively delivering content across all platforms and browsing experiences. This combination will also helps your website’s search engine performance. Google boosts the ranking performance of sites which optimise their content and user experience for mobile devices and users.

As with mobile-first, we can expect to see a marked increase in brands which implement a responsive design strategy to their websites and content.



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UI/ UX patterns and frameworks in corporate design

UI/ UX patterns and frameworks in corporate design

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