The web design industry, like any other visual-related industry, changes constantly. What was considered cool five years ago, today testifies to the outdated vision of their creators. If you would not like to join them, you definitely need to check our top ten web design trends for 2023.

Gradient Fonts

Gradients have been around in the web design world since 1995, and in one or another form have emerged as one of the industry's leading trends. At the end of the 2000s, they penetrated absolutely all areas of design, including the world of fashion.

However, closer to 2020, this trend was supplanted by minimalism and, in particular, flat design, inspired by the corporate style of Apple mobile solutions, and therefore faded into the background. In 2023, it promises to return, however, in its specific variation – not in the form of a gradient that covers the entire background of the website but only in the form of fonts. Just look how cool it may look.


Another promising trend is brutalism and its derivative, neo-brutalism. The term "brutalism" comes from the French "beton brut", which literally translates as raw concrete. In the context of web design, it means something without finishing, raw, or rough.

Websites in this style began to be created around 2014. In the same year, a directory of brutalist websites appeared. The main task of this style is to create a clear website without visual frills. In 2023, brutalism expects a kind of revival.

The main features of brutal websites are "poisonous" tones (blue, red, green), mostly white or gray backgrounds, raw images (if they exist there at all), a single font, lack of animation, as well as inconsistencies in hierarchy, logic, and spacing.

Large Font Size and Immersive Experience

Why not get inspired by the design of websites from the fashion industry? For example, such companies as Tom Ford, Chanel, and Louis Vuitton, representing the luxury segment in the design environment, can also set trends in web design. Just take a look at how they skillfully use large fonts (including H2 and H3, and even plain text) and create an immersive experience, offering their visitors a delightful journey through their unique lookbooks.

AI-Driven Design

Another trend in web design is not in a special visual, but in the approach to its creation: instead of manually turning wireframes into completely ready-made visuals, you can use special AI-based tools that will greatly simplify and speed up this process.

Pastel Color Palette

Pastel design has been in the lead for a long time, but in the last couple of years, it has "reached" the field of medicine and healthcare. The fact is that previously this color scheme was more often used for SME websites, presenting the business of their owners in a “favorable light” and indirectly inspiring the confidence of the end users.

Now, this trend has also affected healthcare: because of the digitalization of this sector since the beginning of the COVID-19 pandemic, competition between companies providing medical services has increased significantly, and some of its representatives began to look for new ways to gain credibility with their target audience (in particular, through the visuals). As a result, bright blues and whites have been replaced by more muted tones that should evoke positive emotions in website visitors.

Voice Search

Every year, voice UX becomes less of a whim of website owners and more of a need to meet accessibility standards for all user groups (including those with physical disabilities). Obviously, with the presence of such functionality, the interface design should also undergo some changes and have a simpler logic for transitioning between sections. 

Extraordinary Imagery

This is another growing trend that could replace the illustration trend. In a nutshell, it consists of the use of images that go beyond reality – both in terms of the laws of physics and in a more global context. 

Product Demonstration

The trending design in 2023 is one that aims to showcase the product directly to the user, reproducing the user experience that can be conveyed through the screen. You can also "play" with interactivity, allowing your target audience to personally feel the emotions of applying the product in practice. The more associations your website visitors have with your presentation, the better.


Scrolltelling is a more modern alternative to standard scrolling, which had one significant drawback: many users were too lazy to find the information they needed by moving around a web page using a slider. Instead, you can offer them a more immersive experience via buttons and pointers and thus, provide information in a more engaging way.


Instead of offering your target audience to endlessly click on buttons to achieve the desired action on the web page, you can take a different path and use more touch screen features: swipes, drawings, etc. In essence, this trend reflects gamification, which in recent years, became a highly relevant trend in user retention. 

Final Thoughts

We hope that we helped you understand the most important trends in web design and now it will be easier for you to choose one or more of them to implement in your project. And as always, we wish you good luck in this.