Colourful, Tactile & Playful Design: 2023 Web Design Trends
In a digital world dominated by sleek and minimalist designs, the latest web design trends take a radically different approach, embracing all things colourful, playful, and tactile.
This blog will take a look at the rise of these emerging design trends and how they have been influenced by the culture at large.
The Rise of Playful Design: A Welcome Escape from Difficult Times
In the last few years we have seen a big departure for the minimalist, masculine and techy design aesthetic that has been the face of so many brands. New trends are emerging after a very difficult few years coming off the heels of the pandemic, and people are seeking out joy and optimism. These emerging trends serve as a much-needed antidote to the stresses of the times, offering users a welcome escape and promoting a sense of positivity and light-heartedness that people are deeply yearning for.
The Barbiecore aesthetic š
When we consider the kind of content that is making waves in popular culture, I canāt help but point to the Barbie movie. Barbie inspired design trends, referred to as Barbiecore, are making waves in the world of design aesthetics. From vibrant and pastel colour palettes to rounded typography and engaging visuals, the Barbie design trend aim to create immersive and visually captivating experience.
The Barbiecore trend taps into the nostalgia and familiarity associated with the Barbie brand. Additionally, the rise of Y2K aesthetics and the resurgence of hot pink in high-fashion brands have contributed to the meteoric rise of Barbiecore, and this trend has made its way into various creative mediums. Overall, the appeal of Barbiecore lies in its ability to infuse joy, optimism, glamour and a touch of nostalgia.
āIn response to a myriad of worldwide crises like COVID-19 and climate change, society is experiencing a collective yearning.ā
- Eye on Design, in their article, The ā80s Are Back, Baby
Taking a look at some of Canvaās most recent templates, it is pretty clear they are also leaning into the Barbiecore trend.
Playful textures š
Playful, balloon, marshmallow and clay like textures that are showing up in design trends emphasizing soft and tactile elements. These shapes and textures create a familiar yet experimental, and engaging, visual experience. This trend, penned āSquishy Designā incorporates textures that evoke an emotional response and create a sense of playfulness. Moreover, these design elements bring a sense of whimsy to brands, making them more approachable, relatable and accessible.
Claymorphism in web design
Claymorphism is indeed a significant component that is showing up in web design. It involves the use of clay-like textures and soft, voluminous shapes in digital design. This technique aims to mimic the playful and malleable nature of clay, creating a visually appealing aesthetic. By incorporating claymorphism, designers can evoke a sense of tactility and three-dimensionality in their designs, making them appear more inviting and interactive.
70ās and 80ās Typography
Typography is playing a huge role in 2023 web design aesthetics, adding to the overall sense of playfulness and approachability. Several successful brands, such as Airbnb, Dropbox, and Slack, have effectively used nostalgic typography to capture the establish relatable and approachable brand identities.
We will continue to see an emphasis on bold, oversized, vibrant, and nostalgic letterforms. Designers will push boundaries by experimenting with oversized typography and exploring the creative potential of overlapping elements, resulting in visually striking and attention-grabbing designs that harken back to the iconic styles of the past.
Print Style Illustrations
Illustrations are another significant element showing up in web design. These illustrations playfully depict simplifications of real-life objects and convey the essence of a brand's message. They range from cute and cuddly to odd and quirky, but one thing they all have in common is a sense of whimsy.
I think we will see more illustrations and graphics that borrow from print and deliver an aesthetic that mirrors this style showing up in web design in 2023 and beyond. In some cases, I think this style will be in opposition to the glossier 3D elements that are so popular now, but I also think we will see these elements in concert with some of those more polished elements. Look for vivid colours, risograph style textures, and imperfections.
Organic Shapes
We are currently seeing a rising trend of incorporating more organic textures in web design. This departure from the sleek designs of the past indicates a growing emphasis on creating a visual language that aligns with our collective desire to connect with nature and promote environmental responsibility.
By incorporating organic textures, web designers are able to evoke a sense of warmth, authenticity, and harmony with the natural world, resonating with users who are increasingly seeking a more holistic and eco-friendly digital experience.
Neons and dopamine boosting colour palettes
Perhaps youāve heard of dopamine dressing. Dopamine dressing is a fashion trend gaining momentum, characterized by vibrant, mood-boosting colours and playful textures. This trend embraces the philosophy that wearing bright and joyful hues can have a positive impact on our mood and overall well-being.
Dopamine colours have been gaining traction as a popular trend in web design. These vibrant hues, inspired by the neurotransmitter dopamine, evoke feelings of joy, excitement, and energy. By incorporating dopamine colours into web designs, designers aim to create visually stimulating experiences that captivate users and leave a lasting positive impression.
source: graza.com
This colour palette is a brilliant choice by Graza as it resonates with their key demographic - environmentally conscious, younger consumers. Not only have they been able to tap into grounding, comforting and calming vibes with the beige and green shades, but they have also created an eye catching and modern design by adding brighter, contrasting colours.
In fact, it just so happens that Gen Z loves green and they are a big fan of contrasting colours. It would appear green is to Gen Z, as Pink is to millennials.
As stated by nsgclub.com:
āIf there is a color capable of representing the values and culture of the Zeta Generation it is definitely green. Immediately associated with concerns about the environmental condition, the digital evolution and the hopes of a better future after the pandemic.ā
I love this example from milkjar.ca, a candle company that has expertly crafted a brand that exudes a warm, playful, and contemporary vibe. Their website showcases a wonderful blend of modern neons, a relaxed color palette, and delightful doodles, all strategically harmonized to create a cohesive and vibrant look. It's a brilliant demonstration of balancing modern aesthetics with a sense of fun and relaxation.
Tapping into emotions with web design
These design trend tap into users' emotions by evoking a sense of warmth, comfort, and nostalgia. The soft and tactile elements of this design trend create a feeling of playfulness, making users feel at ease and emotionally connected to the brand or website.
These emotional connections can lead to increased user engagement and loyalty as users are more likely to form a deeper bond with a brand that can elicit positive emotions and provide a sense of familiarity and comfort.
By creating a welcoming and nostalgic experience, the squishy design trend can cultivate a lasting relationship between users and brands, ultimately driving long-term engagement and brand loyalty.
Conclusion:
In a world where slick and minimalist design dominates, these emerging trends towards playful, organic and tactile textures are a breath of fresh air. These trends embrace a sense of approachability and whimsy that attract and engage users.
As these design trends gain popularity, it's becoming evident that web design is evolving into a more accessible and immersive medium that incorporates real-world elements and emotions. Let us embrace these trends and take the web design experience to a new level, making it more relatable, playful, and approachable for all.
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