The document discusses trends in digital design, including mobile first design which focuses on optimizing content and navigation for small screens like phones. It also discusses responsive design which adapts content for different screen sizes, and how content is increasingly being designed to be easily shared on social media. Large images are also being used more prominently on websites, along with icons to convey meaning quickly. Infographics and infinite scrolling single page sites are growing in popularity as well.

1. Trends in
Digital Design
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Mobile First
1
More mobile devices (phones + tablets)
sold than desktops
Mobile web browsing is on the rise, now
accounting for about 15% of internet
access.
It’s a design challenge to present good
content and clear navigation on the small
screen, so solving this first makes it easier
to build out to bigger screens.

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Responsive Design
2
Your content will now be
seen on a multiple devices; a
desktop screen, a tablet or a
phone. That’s a size range of
480 – 1024 pixels wide.
Responsive design lets you
manage the content once,
but present it in an
optimised way to all screen
sizes.
Take a look at the Boston Globe site, resize your browser to see how the
content adjusts as the screen size moves.

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Sharing
3
Content is shareable. It’s more
than adding share buttons to
make it easy.
Build your content in shareable
chunks; people will pin, tweet,
embed and link it.
Retro social media icons /Ransie3 / BY-NC-SA-2.0
Social Media press releases for example go beyond text to give readers a way
to connect, comment and share; for example this from Guinness. Some
retailers have added Pinterest to let you share your purchases (or wishlist)
online (see the product pages of Amazon or Anthropologie).

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Supersized photos
4
Sites are using ever larger images in the
“hero space of their website. I think it’s
gone from 30% of the above the scroll
bar space to 70-100% in the last year.
There are plenty of examples from the
world of design, mostly smaller
companies with a simple product
offering. But it’s going mainstream, the
new release of BP.com is all about
images with floating text boxes for the
headlines. Studio Airport’s 100% image home page

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Icons
5
Icons are small images whose meaning supports the content. They can
make a site more appealing and give visitors a visual clue that speeds up
their visit.
They could be;
ing.pling.com Paypal.com

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Infographics
6
Infographics are popular, at least in part
thanks to the ease of sharing them on
twitter, facebook or pinterest.
They’re useful to explain data series or
to highlight important information. Plus
it’s an easy way to add a visual element
to those text intensive pages.
Source; zabisco

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Infinite scroll and single page sites
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Turns out, people will scroll.
Somes sites are being built to take advantage
of the infinite scroll, and being built around a
single, very long, page. The site map would
look more like a hub and spoke rather than
the more traditional tree.
Scroll down the story of Grolsch, or check out
HSBC’s new site - which is a hybrid between
single page and traditional navigation.

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