While it can be tempting to jump on to the latest design trend, it might not always be worth it. The truth about trends is that they’re already over when they’ve just barely begun. They come and go and sometimes even recirculate, like 80’s fashion or wired headphones.
However, some trends that might be growing in popularity may not be the best fit for your organization. For example, due to the audience difference, a manufacturing facility probably shouldn’t advertise on TikTok. Additionally, you don’t want your brand to come and go. You want it to remain memorable and timeless.
Here are five reasons why chasing trends is bad for business:
Chasing Trends May Dilute Your Brand
Of course, you want your website to look aesthetically pleasing, but a common mistake many brands make is that they want to feature the latest trendy look. While your website might feature the latest animated icons or emojis that would catch the interest of anybody looking, you might not be delivering the experience that their customers want. However, when brands try to do what’s popular rather than focus on their target audience, they often stray away from their brand.
However, it might be good to refresh your website, logo, or overall brand. Do this gradually and carefully, though. If you change too dramatically too quickly, your customer base may fail to recognize your new brand look with your business.
Don’t Sacrifice Function for Fashion
Your website needs to work for your audience; that is its primary function. Chasing the latest trendy feature could hamper this or become distracting at the very least. For example, if you own a website selling DIY tools and decide to incorporate a popular layout used most often for beauty websites, you risk alienating your customer base. Stick to the fundamentals that your customers want.
Stay Clear and Aligned With Your Brand
Your brand needs to be cohesive for your customers. Your brand should be identifiable when it comes to your visual branding, i.e., your logo, color palette, illustrations, and style. Drastically straying from your brand image may cause more harm than good. Choose a clean, minimalist style that appeals to your customers and distinguishes your brand from competitors.
Some Web Design Trends Can Hurt Your SEO
Trends might be fun, but that new slideshow or a video that autoplays could be affecting how you rank in the search engines. Changing web pages that are already high ranking can hurt your organic web traffic. When your organic traffic gets reduced, you might be missing out on potential customers.
Don’t Drive Yourself Crazy Chasing Trends
The problem with trends is that they change quickly. To keep up with every trend and avoid looking outdated, you would have to assign enormous amounts of time to change the trends. Stick to function instead, establish your brand, and listen to what your audience wants. Additionally, you want your brand to stand out, not blend in. While it’s worthwhile to observe what you like or don’t like about specific trends, that doesn’t mean it’s right for your brand. A strong brand voice and a recognizable presence will draw people to your brand. Think about Nike, for example. While they experiment with campaign themes, their trademark checkmark makes them recognizable. Sometimes, simple is better!
Remember, your brand is your own, which is not to say you shouldn’t ever experiment with design or add new themes. You should! But this is different than changing your brand to be a bit more on-trend. Consider your why and then think about how to approach a brand update if necessary. If it’s not needed, re-channel that creative energy into a campaign, advertising, or potential event. Be a brand leader, not a follower.