Simplicity, usability and storytelling are three of the most influential elements of web design. And as one of the most volatile disciplines, web design is highly influenced by consumer habits, which are constantly changing. This is seen in the current need for websites to adapt to new devices, which can make or break a viewer's experience when it comes to navigating a site.

Listed below are some of the hottest trends in branding.

Flat Design
Minimalism and simplicity are prominent features of Flat Design interfaces. This growing trend is clearly taking over as a solution to removing visual noise and any unnecessary information that disturbs the delivery of the main message within a webpage. Additionally, Flat Design is considered "responsive-friendly" and loads faster than other overwhelming graphic elements. This guarantees a bright future ahead for this rising trend!

Dynamic Backgrounds
Full-image backgrounds have been a trend that designers are not ready to give up yet--and are even progressing. These backdrops are going one step further, by using full-blown video (or animated) backgrounds. New coding techniques, such as HTML5, are allowing the usage of video backgrounds without slow loading problems. Adding a video background is an excellent way to draw attention and increase time spent on the site, creating more interaction and improving the user experience. A video background adds dynamism and realism, which makes it a great opportunity to display a product in movement.

Responsive Design
Let's face it--your site doesn't sit on a desk anymore. Constructing the framework for a website is no longer designed with one platform in mind. Development has evolved from creating a simple mobile version, to 3- to 4 versions of the same website adapted to specific devices. Because internet consumers' habits have changed, so must design. Mobile-first is a trend that is here to stay, and making it easier to access information will result in benefits for both businesses and consumers.

Parallax Scrolling
This is one of the hottest techniques in web design, and although you may not recognize its name, it is ubiquitous. Parallax Scrolling involves the background moving at a slower rate than the foreground, creating a movement effect as a reader scrolls down. It is unfortunate that this feature has the potential to be overwhelming to the user, primarily when not it is not executed well or is overused. However, when properly designed, scrolling can result in a memorable experience. This trend plays an important role when a designer is trying to involve users in a story that helps them engage with the brand.

Keeping in step with the latest trends in web design will assure that your site will be conveniently utilized by your viewers, who will appreciate your efforts to be current and viewer-friendly.