Creative trends should always be taken with a pinch of salt. There is nothing innovative about following “what’s hot” lists or watching what everyone else is doing. Very few people will be able to spot the difference between the game-changing next big thing and the passing fad.
Ultimately nothing will destroy your digital creativity quicker than blindly following the latest trends. But, you can prepare your business for the inevitable future demands of your audience. However, as we prepare for a new year, it’s a perfect opportunity to take a look at how we expect the web evolve in the coming months ahead.
The End of Pop-Ups
In a world where businesses must disrupt or be disrupted, the removal of any pain points is now paramount. Ads that block most of the content on a page just frustrate users and are notoriously difficult to close on a mobile device. Google is also stepping in to punish repeat offenders forcing websites to clean up their act.
Smartphone browsing may have overtaken laptop and desktop surfing, but we still expect the same experience on every device. Equally, small businesses and retailers are running out of excuses for still having websites that were not designed for phones and tablets.
Companies that cling to the past with websites that are not optimised for mobile devices and are dominated by overbearing pop-ups could soon find their businesses disappearing from Google’s search engine results.
