6 Trends to Make Your Brand Better in 2017

  • By Alix Davis
  • 03 Jan, 2017

Last year we saw a shift in the design world as brands looked to connect more on a personal level with customers. Apps have become more conversational and even your online banking treats you like an old friend. There has been an emergence of ‘vintage’ design as many brands are providing a hand-crafted spin on their products and independent businesses are coming into fashion. There's also a higher interest for consumers in the sourcing of products which has influenced design and copywriting campaigns.

As a response, brands have become more transparent and even blunt in order to remain open with their clientele. Going into 2017, we will see quite a bit of this continuing but with new advancements in UX/UI design and adaptation to new mind-sets and technology.

Trend #1 - Virtual & Augmented Reality

Virtual and augmented reality technology has been around for a few years now but 2016 has seen the popularity of VR headsets skyrocket. With many shops stocking affordable headsets in the run up to Christmas, this is a new technology with a growing demand for content. Where we had the incredibly popular arrival of Pokémon Go in 2016, next year we will see companies trying to capture the magic of this experience and try to appeal on a broader scale to the general public in whole new ways. 2017 will be a year where brands can add a third dimension to their design and marketing with a shift towards more imaginative, immersive concepts.

Trend #2 - Device Tailored Design

MDfx responsive website designed by Digity

In 2017, we will no longer see just a focus on desktop or mobile interfaces separately but instead have a move towards full integration and responsiveness. Having a stronger mobile page at the cost of a weak desktop page is no longer an option - or necessary. Brand will be reconsidering their layout and we may even see a modular web design that is instantly responsive on a smaller screen yet still be a cohesive site. Long pages of text do not translate well across devices so short, concise content is important as well as strong imagery – whatever the brand or business.

Trend #3 - Moving Image

Animated icons by Zach Murphy

In a time of 10-second videos, quick-paced recipes, and shrinking attention spans, what better way is there to grab someone’s attention than a moving image? Small movements within design can make any website, blog post, or social media post stand out from the crowd and create a lasting impression. We've seen GIFs across all forms of social media in 2016 for entertainment purposes and 2017 will see the rise of GIFs with more sophistication and marketing purposes. If a picture is worth 100 words, then a moving image is worth at least 500 as it communicates with consumers as quickly and easily as possible.

Trend #4 - White Space

Deliveroo rebrand by Design Studio

Yet again, white space within design is set to have a strong year in 2017. Effective use of white space cannot be underestimated in its ability to create impactful design. Bold lettering on a plain background complete with a message given space to breathe makes for a far more memorable piece of design than one that is over complicated and overcrowded. With brands such as Google, Microsoft, Instagram, Deliveroo, England’s Premier League, and MasterCard all undergoing minimalist rebrands in the past few years, this does not seem to be a trend that is shifting anytime soon. If some of the biggest brands in the world are embracing the minimalist trend, this is a sign that it is something that has been rigorously and successfully consumer-tested. So, if you think you are in the need of a rebrand – or a brand in the first place – then simple shapes and lots of space is the way to go.

Trend #5 - Illustrations and Icons

Icons designed by Digity

Our interaction with our modern and digital world is largely visual. For this reason alone, illustration is a brilliant way to enhance a product or a service. In addition to adding a human element, they aid in our understanding. Although illustrations for instruction leaflets and the like have been used effectively ever since humans existed (think: cave drawings), the trend for 2017 sees a move towards this being stylistic choice. Informative illustrations need not be so rigid and boring nor do they need to be purely for aesthetic purposes. A sketchy style can give a brand more personality, add interest to a web page, and tie different elements of a brand together. Icons in the style of illustration that matches your brand can enhance sections of a website and make the user experience much easier and more seamless. Paired with a minimalist style, a softer icon or illustration can be just as hard hitting as loud or bold text.

Trend #6 - More and More and More Information

Attention spans are shortening, the web is getting more crowded, markets are becoming more saturated. 2017 will be all about how you capture the attention of consumers, how you give them the information they want, and how you'll be more memorable than the competition. This trend is not so much a design style as it is a thought that needs to be at the forefront of every design decision. Choices in 2017 will be made to provide more information at a faster rate and in more convenient ways than ever before. In this vein, we are seeing a move away from the hamburger-style navigation menu on mobile as this hides away crucial information that is important to the user. That extra movement and tap on the screen makes all the difference between someone staying or leaving your website and using your competitor.

Most of these trends focus on user interaction with a brand but they should only be adopted if appropriate. If illustration works with your brand, use it! If it doesn’t, steer clear. A strong brand that can adapt with the times is far more important than jumping on any sort of trend band wagon. At Digity, we are primarily concerned with making sure all design decisions are right for you and your brand and are also tailored to your target consumer.


Need a new website, a rebrand, or social media refresh in 2017? 

Contact us for a personal, experienced service that is right for you and your market.

Recent posts

Digity Blog

By Catherine Dove 12 Jun, 2017
This month's edition of Berkshire & Buckinghamshire Life  Magazine has a new feature focused on Men in Business.  It's a title we are often placing ads for clients within rather than featuring in ourselves but it looks like a great addition to the publication.  They contacted Chris as a result of our six year association with them and wanted to run a Q&A covering a lighter mix of topics for business owners to give their readers some more insights and background.
By Ellie McDaniel 08 Jun, 2017
On the 25th June I will be participating in the 35 mile Wokingham Bikethon in support of local mental health charity Sport in Mind . It will be a huge personal challenge to complete the route, and I am excited to be supporting such a worthwhile cause. 

Sport in Mind uses exercise and physical activity to help aid the recovery of people experiencing mental health problems across Berkshire. Through activities such as football, yoga, and running, the charity encourages individuals to move their lives forward in a positive direction and boosts self-esteem.
By Catherine Dove 02 Jun, 2017

Regardless of your industry or business, Father’s Day is a great opportunity to grow your client or customer base, stimulate sales and boost your profits. With Father’s Day fast approaching (Jun 18th), you need to start taking advantage of this great gift-giving holiday with effective and innovative marketing techniques! 

Through creating a great Father’s Day campaign that consistently goes across all of your online marketing platforms, you can be sure to boost exposure and drive conversions for your brand.  Here are our tips to make the most of it.

By Chris Lunn 01 Jun, 2017
Over the years we've supported lots of different causes as a company and I'm a big believer in experiencing new things and helping where I can. With this in mind I recently took part in a charity abseil for Emerge Poverty Free and the fundraising went well.  I know a few others who are doing similar things at the moment so I've put together a quick guide to help everyone who is about to embark on a fundraising mission.  

So here are my 8 top tips which are all really quick and easy to implement - I hope they come in handy:

  1. Set-up your online donation page ASAP - we hear the Virgin Money Giving set-up is very good

  2. Tell everyone you know what you're doing via email - create a sincere email to let them know what you're doing, when and most importantly why!  Give them a link to your donation page.  I included some people I hadn't spoken to for a while and others who I flat-out thought would never sponsor me - but I figured if you don't ask, you don't get.  I was amazed by what happened!

  3. Depending what you're doing there's likely to be some training involved so keep people updated via social media (all your accounts) as to progress - with every post make sure there's a link to your donation page

  4. With every donation you receive, thank that person publicly on your social media account and if you're friends with them, tag them in (this will encourage even more support and interest from them but equally it's a subtle reminder to the other onlookers).  Definitely post a link back to your page too every time - I can't stress how important adding links continually is on social media along with great images - either of you or related to the quest!

  5. Add a banner to your email signature - you no doubt send a lot of emails so make use of it with a link back

  6. Ask certain people to sponsor you early - you need momentum for a campaign so the sooner someone starts the ball rolling the better

  7. On the day (or through the days if it's a longer challenge) get various photos and you could even do a Facebook live stream to showcase the event itself - guess what I'm going to say here?  Yes, add a link to your sponsorship page!

  8. In the days after, thank everyone for their support again and remind them why it was so important to you - with a link to your page.  Equally, tag the charity (and use any hashtags) in to all your posts throughout as you'll get extra likes and shares when you do.

Overall you get the idea - hammer home the awareness of what you're doing and you'll wear down those who are either a bit resistant or just lazy.  I set a goal of £250 for my abseil and I hit that after step 2 (inside 24 hours).  As a result of continually following the other steps I ended up generating £848 including gift aid which I was blown away by.  

It didn't take a lot of time or effort, 10 minutes a day in the fortnight before (google image searching and writing some posts) was plenty.

Good luck and if it helps, feel free to copy and share this advice as you see fit.  It's the difference between a little and a lot and we all know every extra pound raised really does help.

The best bit... and this was an added bonus, but people really cared about what I did.  One client even signed up to do it with me with only 2 days to go which was awesome and the whole thing resulted in conversations with people I wouldn't have had otherwise.
By Alix Davis 30 May, 2017
When it comes to designing logos, arguably one of the most important aspects is the colour choice. This will change how a consumer feels about any particular brand, and they will subconsciously categorise it based on the colour. To make sure your brand’s logo stands out from the crowd, it's key to use appropriate colours which differ from the competition.

Colour has a very integral link to emotion and we instinctively link certain colours with feelings. For example, in western culture, blue tends to be associated with calmness, professionalism and integrity. This makes it a highly popular choice, especially for more corporate brands who want to exude a feeling of calm authority without being intimidating. Green is seen to promote growth, freshness, nature and health. Green and blue are often used together in the health industry. Many logos for dentists, physiotherapists, health services and also science and environmental companies will use one or a combination of these colours.
More Posts
Share by: