Prediction time: what will 2020 be about in web design?

Yes, we know what you’re thinking – predicting the future is a thankless task, so why really bother?

The answer to that is simple: the emerging website design trends detailed below have already been identified by web consultants across the UK and the world, and the current signs are that they will continue to gain in importance well into 2020, and perhaps beyond.

What are some of the trends you should be taking note of most as we look to a New Year?

Web experience design

There has been more evidence than ever before in recent times that it isn’t just designing websites that should concern web designers, but also designing experiences.

What do we mean by that? Well, research from Google has shown that consumer journeys can now encompass not just tens of touchpoints, but many hundreds of them. And not all of those touchpoints will even be on your website, as all kinds of other channels on which your brand has a presence will be important as well.

Think things like search engine results pages (SERPs), social media, email, telephone contact and even the experience your customer has in-store, if you have a brick-and-mortar outlet. These are all touchpoints in the customer journey that you will need to continue refining in 2020.

Augmented reality (AR)

It may have been talked about for a while now – leading some to presume it to be a mere gimmick – but AR is finally starting to penetrate the world of web design in ways that bring real benefits for consumers.

L’Oréal, for example, has adopted AR powered by artificial intelligence to enable cosmetics buyers on Amazon to virtually ‘try on’ its products.

Then, there’s the example of IKEA, which has drawn upon similar technology to give potential purchasers a sense of how a given item will look when placed in their abode.


Isn’t accessibility another one of those things that web consultants in the UK and overseas have been talking about for years? Well, yes, but it’s now getting even more serious, Domino’s having recently lost a court case in the US over the accessibility of its website and app for blind people.

And that’s without even reckoning with the latest UK law. The Public Sector Bodies (Websites and Mobile Applications) (No. 2) Accessibility Regulations 2018, for instance, came into force in September 2018, and say that all public-sector websites and apps must meet accessibility standards and publish an accessibility statement.

A resistance to web-design fads

We’d hope this is a trend that applies every year, of course. But we’re hopeful that there will be greater scepticism than ever before towards some of them, erm, ‘trendier’ web design trends that actually do very little to improve the end-user experience.

3D animations, for example, have already been talked up as something that could be popularised in 2020. But in all likelihood, we’ll also need to see drastically quicker Internet connections and more efficient web browsers before this technology has much real practical application at all.

There you have it – just some of the ways in which our web consultants in the UK here at PENNInk Productions think the ever-evolving universe of website design will continue to do precisely that, throughout 2020. Perhaps it’s worth incorporating a few of them into your own strategy for your site, or talking about when you next give the PENNInk Productions team a call?

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What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

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PENNInk Productions are everything you could want when updating or having a brand new website. They are experts and take the mystery out of getting your message across to your customers. Thank you.

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I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

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Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

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Many thanks for all your efforts. It seems like a long haul from when we were first hacked into and it is amazing how important websites have become. You are certainly in the right business!

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PENNInk Productions Ltd.

PENNInk Productions Ltd.
020 8144 7931
27A Maxwell Road

Registered Company 04851085.
Registered in England and Wales.