I once wrote a version of this as "trends for 2023". Rereading it three years later is a useful exercise, because it separates what was fashion from what was judgement. Here's what survived.
What stayed
Fewer elements, more hierarchy
Minimalism wasn't an aesthetic: it was realising that every element competes for attention. What works isn't "put less on the page", it's making it obvious at a glance what matters.
Typography as identity
This has held up best. A well-chosen typeface does more for a brand than any illustration. With one caveat nobody made in 2023: host your fonts on your own domain. Pulling them from a third party delays your text and sends your visitors' IP addresses to another company before they've agreed to anything.
Mobile first, properly
No longer a trend, it's the floor. And the test is still the same: open it on a real phone, not the simulator.
Accessibility
What was a footnote three years ago is now the first thing I check. Sufficient contrast, 16 px text or larger, a visible keyboard focus and alt text. And it's not only about regulation: half of those improvements make the site better for everyone.
What faded
Animation everywhere
Animation works when it explains something: that a thing appeared, that something changed, that there's more below. When it's decorative it annoys, delays loading and stutters on older phones. And always respect people who've asked their system for less motion.
Infinite scroll and hijacked scrolling
It looks spectacular in a showreel and it's infuriating when you're hunting for a phone number.
Dark mode by default
Great if it respects the system preference. Imposing it because it looks modern is deciding for your visitor.
What was never a trend and matters more than all of them
- Speed. No design survives an eight-second load.
- Making it clear what you sell. That's a copy problem, not a design one.
- Not letting the layout jump while loading. Putting
widthandheighton images never appears on a trends list and shows on every single visit. - Being maintainable. The most beautiful design nobody knows how to update lasts a year.
The conclusion
Visual trends last two years; clarity, speed and accessibility never go out of fashion. If you have to choose where to invest, invest there.
Does your site look dated, or is it just slow?
Write to [email protected] and I'll tell you which of the two it is — it isn't always the obvious one.