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Web trends for 2020

by Emily Prust
on 6 Feb, 2020 4 min read

Each year we expect more and more from the sites we browse; we expect them to be intuitive, anticipate our needs, adapt to our behaviours and deliver the right information in an engaging way, all at once!

The adoption of omnichannel brand experiences has reached a fever pitch with more and more businesses considering or adopting headless and decentralised web ecosystems to support better scale.

That’s why in 2020 we’re anticipating that websites will reach a new level of interactivity – seamlessly blending cut-through aesthetics with fluid, human-centred usability and predictive technology to better support our fast-paced, wirelessly networked lifestyles.

So, let’s jump into our list of 2020 web trends to see what’s in the roadmap ahead!


2020 web trends to watch


The animated hourglass, the spinning colour wheel, the expanding hamburger menu. These subtle “micro-interactions” are some of the most recognisable staples in the language of instant response.

In 2020, these elements will become much more prolific and brands, designers and developers will readily embrace their ability to convey brand personality and keep users engaged while navigating content.

We are living in an age where branding is more significant than ever, and micro-interactions are just another tool in a marketer’s box of tricks towards differentiating brand personality and delighting users.

Menu animations

(Menu icon micro-interaction)

Micro-interaction example with text high-light pop-up

(Rebranding blog micro-interaction by Thirst Creative)


Scroll-led sites

In 2020, some brands are completely revolutionising user experience with scroll-led content.

Scroll-led content can provide users with a responsive visual experience as they navigate a website. The more a user scrolls, the more content a site reveals.

This personalised interpretation of navigation style is a clever way to capture user attention, guide people to read content in a linear, snack-sized way and create memorable moments for forward-thinking brands.

Apple Airpods scroll-lead website showcase

(Apple Airpods Pro website)


3D graphics

3D graphics are not a new concept, but the way brands are applying them in 2020 certainly is.

New technology is allowing 3D graphics to be more interactive and engaging in ways we haven’t seen before, particularly for mobile interfaces.

3D graphic renders have been particularly popular in 2020, with brands taking advantage of advancements in technology to provide full 360 product presentations online.

3D car model

(‘E-commerce 3D car presentation)

Nike shoe advertisement using 3D tech for logo

(Nike glow treatments animation)


Dark mode

Dark mode is an adaptive colour scheme for apps or websites that present either a light or dark theme of the site depending on your preference.

The research behind ‘dark mode’ settings has been circulating since Twitter first launched their night mode in 2017, and has been increasing in popularity for its ability to reduce eye strain in low light or night-time conditions.

Now with the roll-out of native dark mode settings within Apple, Android and Windows devices, websites are adopting a complementary dark mode when activated in your OS settings. If you have these features toggled on, by default you’ll start to see websites in your preferred mode without having to think about it.

With WhatsApp and TikTok both rolling out beta dark mode settings in the last few days, this is definitely a web trend to watch.

Dark mode on an iphone chat app

(Dark mode for iPhone)



Hyper-personalisation has been a trend for some time now, with consumers constantly pushing for a more custom and unique experience. Consumers no longer have time for generic offers and instead expect products to be a seamless copy of our own interests and lifestyles.

In 2020, hyper-personalisation will take a step further, with brands utilizing native questionnaire functions in their sites to direct users towards a pathway that best fits their unique desires.

These functions are called self-selection tools, and they are becoming increasingly more popular, utilized amongst creative start-ups and industry powerhouses alike.

While self-selection tools are not a revolutionary advancement in tech, they do demonstrate a shift towards how modern users want to search for and receive information online. As we have seen in the widespread adoption of semantic search, users are favouring bite-sized ‘snippets’ of purposeful information over long-form text. In 2020, users only want to be served relevant content tailored to their unique needs, and self-selection tools are the perfect fast-track vessel to achieve this on your site.

Considering Google’s recent decision to eliminate third-party cookie technology, it’s this kind of creative marketing that will allow brands to gather information in a way that keeps both buyers and business’ satisfied in the new decade.


That’s it for our web trends for 2020. Which was your favourite? Head to our socials to let us know!


Looking to keep your site on-trend?

Contact the expert team at Thirst Creative today for help in implementing your web strategy and vision. Our team of talented and creative designers can build an impactful company website that works for you and helps you to achieve your business goals.

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