For marketing strategies to be good and effective, it is necessary to know the new trends. In this article we explain how to be up to date in branding, design and user experience, since throughout 2022, among many other things, we will seek to improve the user experience and give the content a greater personality.
The 15 branding, design and UX trends for this year
Knowing marketing trends is key to being successful in any campaign. These are the 15 novelties in branding, design and user experience:
1. Bold colors and color psychology
Color becomes one of the most important elements of web design. Also use a color based on the sensation or effect that spreads in the consumer, is that, for example, green will continue to be associated with nature and organic products; The use of darker, bright and sober saturated tones and discreet and pastel ones will dominate.
This means that this year, In addition to looking for the tone that best conveys the feeling or value of the brand, you can also incorporate tones that cause an impact on the user..
2. Smart video
Video will continue to be one of the preferred formats by users when consuming online content, especially since the success of TikTok or Instagram Reels. However, consumers expect brands to go one step further but for audiovisual content to be more than just a video embedded on the site.
With intelligent video, information can be transmitted and communicated in a much more personalized and interactive way, giving a much closer and more human communication experience. This is what you want to achieve with the video and it is what the user expects.
3. Use of hero images
The hero images, which is how the main or featured images of a web page are known, are going to have more and more prominence. As an element designed to capture the user’s attention, in marketing it will continue to shape how you achieve your goal in a much more effective way, so now It will be very common to see some that onboarding text. This means that it will become a visual carrier of a key message. At this point, typography, size, color, the space between characters… In addition to being legible, it must be original and impressive.
4. Color gradients
There are visual resources that can make a logo, a product, an app much more striking and attractive… One of them is the gradient or color gradient. It is a resource with which, if the colors are chosen well, a very attractive effect can be achieved, as well as a service to add depth and texture to the image, even giving the product a much more personal touch.
One of the peculiarities of this resource is that it can be used in any type of product and it needs to be something exclusively technological or online. Of course, the LaRoché brand has launched a line of chocolates with packaging that uses a very elegant gradient that refers to the explosion of flavors.
5. Fogged glass effect
There is another effect that has also become a trend, that of tarnished glasswhich consists of adding color to different areas of the page if it affects the legitimacy or the display of images.
6. Air gesture control
Everything indicates that the touch screens will be the preview step to the control of a device if necessary for carlo. Although it is still early to say that this new technology will replace the touch screen and mark a date on the calendar, there are already devices that incorporate this functionality, such as smartphones that take a photo when they detect, for example, a smile. But, in addition, Azkoyen and Irisbond have presented a coffee maker capable of knowing which product the user wants depending on where they look. This leads one to think that new devices capable of starting up and carrying out a specific action without the need for contact will appear.
7. Voice activated interfaces
It also pursues improvement and implements in more places the voice recognition technology so that the user is able to interact with a device through verbal commands and without touching it.
Speech To Text and Natural Language Process (PLN) technology is used in devices like Alexa, which can be controlled by voice. There is also the VIU or Voice User Interface, where you can interact with a device that only uses voice. However, where it claims to be that there are more devices equipped with this type of technology, including web pages.
The user will continue to prefer those web pages that have a simple and minimalist design. Taking into account that today all or the vast majority of pages have advertising, alerts and pop-ups, among other elements that can “dirty” browsing, it is better that those that make up the web are the essential ones, since the user You will be able to focus your attention on what is really important.
will also search simplify navigation as much as possible. The user should be able to find what he is looking for quickly and easily, as this will make the conversion much easier.
9. Block web design
For pages rich in content, the ideal is to apply a block web design for a better distribution of information. Taking into account the importance that content marketing is having and will have, having a website with this design pattern is one of the best options. In addition, each block leads to a different internal web page and in which the user can access a greater amount of information depending on what the interested party.
10. Narration of scrolls
Scrollytelling will be a type of content that will continue to attract users. This means that in the content marketing strategy, and whenever possible, it would be interesting unravel information as if it were necessary to explain a story. Taking into account the large amount of content on the web, the more you manage to catch the user, the more. Hence the importance of doing it in the form of history.
This term refers to scrolling or moving around the screen, and that this type of content is usually longer than usual. The user, then, must scroll down to be able to discover everything that made up that publication, from text to images, audio or video.
11. Media Elements
Users increasingly like to consume content in the form of video and are increasingly in demand with its quality, so improving the entry into the 5G era there will be an interesting series that will implement videos in 4K at least. Current technology allows the playback of videos of this quality since the loading time disappears, which is an opportunity to offer the user what he expects.
12. Compromised brands
Brands are not only expected to offer a quality product or service, but also to it is sought that there are commitments in some way with society. In fact, consumers try to buy from those companies with which they feel they have some training and with whom they share values, sustainability and commitment to the environment being one of the most valued.
It is important that the brand defines much more valued and specific much more than the ambitions of society to improve, the public should be more interested in knowing if the company is really known or not and increasingly reject the lack of information.
13. Nostalgic Marketing
Because it is going to leave the modernity and elegance of 2021 and bet on some nostalgia marketing strategies throughout this year. The older audience likes to remember moments from their childhood or adolescence, which is why Spotify shares songs from the 80s and 90s and Burger King has modified its logo so that its aesthetics are reminiscent of the 90s.
14. Dynamic Logos
Another trend for 2022 will be the creaction of dynamic logos or, in other words, that generates an optical illusion. It is usually something very striking for the user and it is something that works very well when it comes to promoting technological or innovative projects.
15. Bauhaus style
Another style that will create a trend is the Bauhaus, where the geometric shapes and lines of lines and marksIt conveys modernity, minimalism and functionality, as well as organization, connectivity and problem solving.
One of the main advantages of this style is that it can fit perfectly with everything mentioned above.
These are the trends in branding, design and UX for this 2022, although, as always, it is not a written law and the most important thing is to be innovative and get the attention of the public in a way that is, above all, original. .