10 Design Trends to Watch in 2018

December 6, 2017 Jayci Morrison

Laptop on desk

As we start closing out 2017, it’s time to look ahead to the new year.

A new year means new emerging design trends. Sometimes these trends are a natural progression of ones from last year. Some are brand new. Some may even be included in our next insurance website templates.

Take a look at 10 trends you’ll spot online in 2018. Which one are you most interested to see?


1.      Expanding Mobile Design

This is a continuing design trend that will be around for a long time. Everyone has a smartphone, and smartphones keep getting better. That means mobile website design must progress to keep up.

Websites must look good on mobile and must be user-friendly. In my last blog, I mentioned many users abandon websites due to mobile usability issues.

2.      Increased Security

With the hacks and security breaches we saw in 2017, you can bet companies will be ramping up security in 2018. You should too, as agencies collect and handle lots of sensitive personal information. Watch this video of ITC’s president Laird Rixford explaining why security matters.

3.      Minimalism and Negative Space

This is an ongoing trend in design that has been around for a few years. I don’t think it will be going away anytime soon because it is so user-centric.

The main principle of minimalistic website design is to keep things simple. Don’t overcrowd your website and don’t overdo it on the colors. Give the user what they need and don’t muddy the details.

4.      Open Composition

People view today’s websites on small screens, large screens, and everything between. Designers are breaking the rules of old and creating floating and overlapping elements.

It’s not for every sector of business, but for those more creative industries, it is opening doors. This example used open composition paired with scroll animation.

5.      Geometric Design and CSS Grid

Geometry is a clean and modern aesthetic. ITC has a few website templates with great geometric elements.

Carlsbad ITC Insurance Website Template

For a long time, web designers used workarounds for the traditional grid system. These don’t always work and usually are very time consuming. Finally, some developers created a better grid system called the CSS grid.

This grid system allows designers to create geometric layouts without the workaround code.. Check it out!

6.      Scroll-Triggered Animations

Websites with scroll-triggered animations keep visitors on the site longer. It also leads to more user interactions with the website.

Twilight ITC insurance website template


Scroll-triggered animations can lead to more conversions and more visitors. Scroll though ITC’s own example here.

7.      Bold, Bright Colors

This trend is great for creative businesses, but it can always be put to good use for insurance websites too. Just make sure to balance it out with the rest of your design.

A pop of color on your website helps create an identity and a personality users can connect with. Don’t be afraid to try a bright blue, an electric green, or a toucan orange. Revert it if you don’t like it.

8.      Bold Typography

This is another trend that never ends. It feels like every day there is a new web-safe font to choose from. That means designers everywhere are picking Raleway or Montserrat over simply coding sans-serif.

But, some caution: Keep it simple. There are some pretty crazy-looking web-safe fonts that have their place. But it’s likely not on your agency’s website.

9.      Custom illustration

This is a trend that I am very excited about. Custom illustration can sometimes cost a pretty penny. It may not be right for your agency. But, it’s cool that putting more personal flair into websites is becoming trendy. Here’s a great example of pairing illustration with animation.

10. Micro-Interactions

These are the small interactions users have with websites to indicate a specific activity or task has taken place. For example, think of Facebook reactions. Or, when you leave a review on Amazon and those little stars fill up. Or, when you click a button and it makes a clicking noise.

Micro-interactions are the little things that make websites easier and more fun to interact with. These are great for user experience. What are some ways you can add these to your insurance website?

Not every trend is right for your insurance website. Always analyze your website goals and user base before getting on a trend train. Functionality and usability will never go out of style.

What trends do you think will be most popular? Leave a comment below.

About the Author

Jayci Morrison

Jayci Morrison is a design and media specialist on ITC's Insurance Website Builder team. She's responsible for giving each website its distinctive look and then bringing that look to life. She also has a hand in creating AgencyBuzz email templates, ITC marketing collateral, and any other design needs the team has. When she's not staring at a computer screen, she can be found anywhere outdoors with her husband and their two dogs.

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