Design trends come and go, but some overstay their welcome. As we continuously refine our approach to creating effective websites, we've identified several trends that once seemed innovative but now create more problems than they solve. Here's what we're leaving behind—and why you might want to consider doing the same.
Aggressive Pop-ups That Interrupt the Experience
We're not saying all pop-ups are bad—targeted, well-timed overlays still have their place. What we're abandoning are those intrusive pop-ups that appear the moment someone lands on a site, blocking content before visitors even know if they're interested.
Why we're leaving this behind:
- They create a terrible first impression ("I haven't even seen your content yet, why are you asking for my email?")
- They trigger negative emotions right at the beginning of the user journey
- They're increasingly penalized by search engines
- They're particularly frustrating on mobile devices
What works better: Timed pop-ups that appear after visitors have engaged with content, exit-intent overlays for desktop users, or non-intrusive slide-ins that don't block the main content. Better yet, embed your signup forms within relevant content where they make contextual sense.
Infinite Scroll on Non-Content Sites
Infinite scroll works beautifully for certain types of sites—particularly social media platforms and image galleries where users want to browse continuously. But we've seen too many business websites implement infinite scroll inappropriately, creating navigational nightmares.
Why we're leaving this behind:
- It makes it difficult for users to find specific information
- It creates disorientation, as visitors can't gauge how much content exists
- It often leads to performance issues as more and more content loads
- It makes the footer (with important links) essentially unreachable
What works better: Thoughtful pagination with clear controls, or "load more" buttons that give users control over when to see additional content. For product catalogs or service listings, filtered navigation almost always outperforms infinite scrolling.
Oversized Hero Images That Push Content Below the Fold
The trend of massive hero images or carousels that occupy the entire viewport forces visitors to scroll before they can access any substantive content. While visually impressive, this approach often works against business goals.
Why we're leaving this behind:
- It delays access to the actual value proposition and key messages
- Large image files often slow down page loading
- It reduces the space available for important conversion elements
- For informational pages, it creates unnecessary friction
What works better: Balanced hero sections that include both compelling visuals and key messaging, properly sized to allow visitors to see that more content exists below. This encourages natural scrolling while still making an impact.
Complex Animations That Serve No Purpose
Subtle animations can enhance user experience when they provide meaningful feedback or guide attention. However, we're moving away from decorative animations that exist solely to impress rather than to improve usability.
Why we're leaving this behind:
- They often cause performance issues, especially on lower-end devices
- They can create accessibility problems for users with vestibular disorders
- They frequently distract from rather than enhance the content
- They can make sites feel dated as animation trends change
What works better: Purposeful micro-interactions that provide feedback (like button states), subtle transitions that maintain context, and performance-conscious animations that enhance rather than hinder the user experience.
Low-Contrast Text in the Name of Minimalism
The minimalist design trend brought with it an unfortunate companion: low-contrast text that looks elegant in mockups but creates readability nightmares for actual users. Gray text on slightly-darker-gray backgrounds might look sophisticated, but it excludes many visitors.
Why we're leaving this behind:
- It creates genuine accessibility barriers for many users, including older visitors
- It makes content difficult to read in bright lighting conditions or on older screens
- It unnecessarily increases cognitive load, making content harder to process
- It fails to meet WCAG accessibility guidelines (which are increasingly important legally)
What works better: Text with sufficient contrast ratios that remains readable across devices and environments. Minimalism can still be achieved through spacing, typography, and thoughtful content hierarchy without sacrificing readability.