Web design trends evolve rapidly. What felt revolutionary last year can seem outdated today. While these trends weren’t bad – often they were brilliant – the internet moves fast, user expectations shift, and what once excited users can now add unnecessary bloat or fatigue.
Let’s take a look at some recent web design trends that are already fading and why you should approach them cautiously – or use them sparingly.
1. Full-Screen Auto-Playing Hero Video Backgrounds
Why it was popular: High-definition video backgrounds in hero sections created immersive, cinematic experiences. Rolling hills, busy cityscapes, or abstract visuals captured user attention immediately.
Why it’s fading:
- Performance Issues: Large video files slow page load times, especially on mobile, hurting Google Core Web Vitals and SEO rankings.
- User Distraction: Unless integral to messaging, videos can distract users, reduce text readability, and cause motion discomfort.
- Battery Drain: Mobile users dislike the heavy power consumption from auto-playing videos.
- Loss of Novelty: The “wow” factor has worn off; these videos now often feel like unnecessary clutter.
What’s replacing it: Designers favor short, optimized video snippets, animated SVGs, static hero images, or subtle interactive elements that boost engagement without hurting performance.
2. Aggressive Multi-Layered Parallax Scrolling Effects
Why it was popular: Parallax added depth and a 3D feel by making elements scroll at different speeds. It enhanced storytelling and visual interest.
Why it’s fading:
- Performance Problems: Multiple parallax layers cause choppy scrolling (“jankiness”) on slower devices.
- Accessibility Concerns: Excessive motion can cause dizziness or disorientation for some users.
- Overuse: Once trendy portfolio sites all used it, it diluted its impact.
What’s replacing it: Subtle, purposeful scroll-triggered animations – gentle fades, slides, or sticky sections changing content – provide smoother, accessible experiences.
3. Big Text-Only Hero Sections (No Images)
Why it was popular: Minimalist, bold typography felt modern and direct, cutting through visual clutter to emphasize core messages.
Why it’s fading:
- Lack of Emotional Connection: Many brands need images or illustrations to quickly convey identity and value.
- Visual Blandness: Text-only heroes can feel empty or uninviting without visual anchors.
- Missed Storytelling: Powerful visuals instantly communicate context and emotion better than text alone.
What’s replacing it: Rich imagery is making a comeback – high-quality photos, custom illustrations, gradients, and abstract shapes that reinforce messaging and engage users.
4. Overly Complex Hamburger Menus on Desktop Sites
Why it was popular: Mobile-first design brought hamburger menus to save space. On desktop, hiding navigation behind icons aimed for cleaner headers.
Why it’s fading:
- Poor Discoverability: Users often don’t click hamburger icons on desktop, reducing engagement.
- Extra Clicks: Hidden menus add friction, slowing navigation.
- Unintuitive on Large Screens: Desktop users expect visible navigation bars.
What’s replacing it: Clear, visible top-level navigation is making a comeback, often with mega-menus for complex sites. Hybrid approaches use hamburger menus on mobile but display full menus on desktop for better usability. UltimateWB makes this easy with its built-in Responsive app in the Styles Manager.
Why Keeping Up With Web Design Trends Matters
Web design trends cycle and evolve with technology and user needs. While some trends fade, their core ideas often return in refined forms. The best approach is to prioritize user experience, website performance, and clear communication over chasing fleeting design fads.
What web design trends do you think are fading?
Share your thoughts in the comments below!
Related: The Art of Website Storytelling: How to Captivate Your Audience and Boost Engagement
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