The evolution of web design

BY George Bennett | Springblog | 15/12/2017

When the first website launched in 1991 I was four years old and shoving Lego up my nose.

I was 14 when we had our first internet capable computer at home with its 56k modem that struggled to load images, download files or do anything other than send an email, and no one could use it if your mum was on the phone. Back then I could not have imagined the speed at which technology would change and in turn change us and our behaviours.

Fast forward to today and I’ve stopped shoving Lego up my nose and the web is now a very different place. It can be accessed from a watch, a tablet, a laptop and everything in between.

The fact that new technology can change the way in which we work as an agency, almost overnight, is one of the most exciting aspects of working in our industry. We see the challenge as an opportunity to learn, to be creative and to help our clients.

How long will it be before the websites we create have to work in the VR world? What could folding screens mean for responsive web design? It’s a really exciting time.

In the eight years I have worked at Spring, our website design has changed a lot.


I was stunned when writing this to see how different they actually were. Design trends online are driven by the technology that consumers have access to. Every new device, every browser update, every updated code language allow us further flexibility to be creative online.

Every website we build is new – there is no one-size-fits-all template. Great web design is a marriage of multiple disciplines and can’t be achieved with drag-and-drop builders and stock photography.

Rigorous research and strategy underpin everything we do, because the battle for consumer traffic online is only going to get harder. With attention spans now set lower than that of a goldfish, it’s more important than ever to make sure that you truly communicate the value of your brand to your audience.

We always want to create something new and exciting. Not to replicate what has gone before. If your competition is doing it, let’s look at how we can be different. Let’s look at how we communicate. Replicated messaging is just white noise; let’s find new ways to say it, together.


  1. Responsive development for mobile is going to become even more of a priority when Google launches its ‘Mobile First Index’ in the early part of 2018. For the first time the position of your site in search results will be affected by your site’s ability to respond to mobile.
  2. Greater use of white space and irregular layout will help key messages to stand out and encourage people to stay for longer, while bright colours and bold typographic layouts could start to take the place of images, as we look for ways to engage with our customers while keeping load times down on mobiles.
  3. Responsive development will continue to grow and will move towards the inclusion of VR and augmented reality.


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