What each kind of site is doing
Trends by Genre
Luxury is on 43% of property winners against 10% of winners generally; infinite scroll is on 27% of photography winners against 6% of winners generally. Every trait below is set beside how often the whole field uses it, because a rate on its own tells you nothing about whether it belongs to the genre or to the year.
The short version
- 1Brief from your own kind of site.
Every kind of site has its own habits. Taking references from a different kind is the commonest way work ends up looking generic.
- 2Property sells luxury.
Luxury looks appear on far more property winners than on winners in general.
- 3Photography keeps you scrolling.
Pages that keep loading more as you scroll belong to photographers more than anyone.
- 4Read the multiplier.
“×3.0” means three times as common in that kind of site as across all winners. Under about ×1.5 is ordinary.
- 5Check the year as well.
In & Out shows what is rising and falling for everyone, whatever the kind of site.
The detail
The verdict
In & Out
Arriving: footer design, storytelling, clean. Going: 404 pages, video, horizontal layout. Underneath that, 14 of the 31 decisions a project makes have not moved at all — the vocabulary is settled and the churn sits in a narrow band. The 6 furthest each way:
In
- 6% → 12% Footer Design — the foot of the page treated as a designed space
- 22% → 33% Storytelling — a beginning, middle and end
- 22% → 26% Clean — plain surfaces, generous space
- 4% → 5% Data Visualization — numbers turned into pictures
- 15% → 17% Experimental — rules broken on purpose
- 9% → 10% Fullscreen — imagery edge to edge, no margins
Out
- 5% → 2% 404 pages — the bespoke error page as a flourish
- 9% → 3% Video — moving footage carrying the page
- 4% → 2% Horizontal Layout — reading sideways instead of down
- 11% → 6% Unusual Navigation — menus that behave unlike menus
- 9% → 5% Gallery — work presented as a collection to browse
- 8% → 5% Graphic design — poster-and-print craft carried onto the screen
The short version: footer design has risen furthest, from 6% to 12% of what wins; 404 pages has fallen hardest, from 5% to 2%. Underneath it the core has not shifted — movement is still on 53% of winners and depth on 38%, both level between the newest winners and the older ones.
Recent winners against older ones, so the only thing separating the two sides is when a site won. Percentages are the share of sites carrying each tag. Two exclusions, both deliberate: colour and the old HTML5 tag, which the award body stopped recording, and everything describing what a site was built with. Studios went from declaring 0.94 tool a site to 2.76 across this same span, so a library appearing to triple says the submission form changed, not the web.
Method
Borrowing From the Wrong Genre
The commonest way a project ends up looking generic is being briefed off references from a different kind of site — a restaurant built on studio-portfolio moves, a bank built on fashion ones. The moves are good; they belong to someone else's brief. What follows is what each kind of site does that the others do not.
The number beside each entry is how much more often that decision appears in the genre than across all winners. ×3.0 means three times as often. Anything under about ×1.5 is the genre doing roughly what everyone does.
Across 714 award winners in 20 genres, studio portfolios set aside. A trait must appear on at least 3 sites and on 15% of the genre, so a handful cannot post a large multiplier. The genre's own subject tag is excluded — shops being tagged "E-Commerce" is not a finding — as are build tools, which say nothing about how a site looks. Tags are the award body's own classification.
Shops 82 winners
Shops
Selling something, and having to stay usable while doing it.
- ×2.0 Big Background Images — one enormous photograph doing the work 15 of 82 sites here
- ×1.8 Luxury — the visual language of expense — restraint, space, slow motion 14 of 82 sites here
- ×1.5 Typography — headlines set enormous, so the words are the picture 22 of 82 sites here
- ×1.5 UI design — the buttons, menus and controls treated as the craft 18 of 82 sites here
Takes after Fashion editorial 20% · Cinematic realism 17% · Period revival 9%
On 18% of shops winners against 9% of winners generally: one enormous photograph doing the work.
Corporate 173 winners
Corporate
What a company is, for people who need to know.
- ×1.5 Startups — the young-company look — bright, direct, confident 30 of 173 sites here
- ×1.4 Clean — plain surfaces, generous space 55 of 173 sites here
- ×1.3 Scrolling — the scroll itself used as the main control 47 of 173 sites here
- ×1.2 UI design — the buttons, menus and controls treated as the craft 31 of 173 sites here
Takes after Swiss modernist 24% · Cinematic realism 21% · 3D and CGI 17%
On 17% of corporate winners against 11% of winners generally: the young-company look — bright, direct, confident.
Technology 181 winners
Technology
Making something abstract look like it exists.
- ×2.5 Startups — the young-company look — bright, direct, confident 53 of 181 sites here
- ×1.3 Storytelling — a beginning, middle and end rather than a menu 57 of 181 sites here
- ×1.3 3D — objects with depth rather than flat pictures 89 of 181 sites here
- ×1.3 Transitions — movement between states rather than hard cuts 49 of 181 sites here
- ×1.3 Scrolling — the scroll itself used as the main control 49 of 181 sites here
Takes after Cinematic realism 28% · 3D and CGI 21% · Product minimalism 7%
On 29% of technology winners against 11% of winners generally: the young-company look — bright, direct, confident.
Culture 83 winners
Culture
Museums, archives and stories told at length.
- ×1.9 Illustration — drawn artwork rather than photography 15 of 83 sites here
- ×1.5 Colorful — colour used loudly and on purpose 27 of 83 sites here
- ×1.4 Typography — headlines set enormous, so the words are the picture 21 of 83 sites here
- ×1.4 Scrolling — the scroll itself used as the main control 24 of 83 sites here
- ×1.2 Storytelling — a beginning, middle and end rather than a menu 24 of 83 sites here
Takes after Swiss modernist 26% · Fashion editorial 24% · Period revival 12%
On 18% of culture winners against 10% of winners generally: drawn artwork rather than photography.
Campaigns 120 winners
Campaigns
Built for one moment, then archived.
- ×1.4 Parallax — layers moving at different speeds to fake depth 18 of 120 sites here
- ×1.2 Typography — headlines set enormous, so the words are the picture 27 of 120 sites here
- ×1.2 Microinteractions — small responses to small actions — hovers, presses, ticks 29 of 120 sites here
Takes after Fashion editorial 19% · Cinematic realism 14% · Swiss modernist 11%
On 15% of campaigns winners against 11% of winners generally: layers moving at different speeds to fake depth.
Fashion 61 winners
Fashion
Where the picture does the persuading.
- ×2.2 Luxury — the visual language of expense — restraint, space, slow motion 13 of 61 sites here
- ×1.3 UI design — the buttons, menus and controls treated as the craft 12 of 61 sites here
- ×1.3 Clean — plain surfaces, generous space 18 of 61 sites here
- ×1.2 Storytelling — a beginning, middle and end rather than a menu 18 of 61 sites here
Takes after Fashion editorial 50% · 3D and CGI 19% · Cinematic realism 11%
On 21% of fashion winners against 10% of winners generally: the visual language of expense — restraint, space, slow motion.
Art 85 winners
Art
Drawing and image-making as the subject, not the decoration.
- ×3.7 Illustration — drawn artwork rather than photography 30 of 85 sites here
- ×1.8 Storytelling — a beginning, middle and end rather than a menu 36 of 85 sites here
- ×1.6 Unusual Navigation — menus that behave unlike menus 14 of 85 sites here
- ×1.4 Colorful — colour used loudly and on purpose 26 of 85 sites here
- ×1.4 Experimental — rules broken on purpose 18 of 85 sites here
Takes after Hand and craft 21% · Period revival 16% · 3D and CGI 13%
On 35% of art winners against 10% of winners generally: drawn artwork rather than photography.
Film & TV 48 winners
Film & TV
Production companies, and sites that behave like trailers.
- ×3.4 Video — moving footage carrying the page 13 of 48 sites here
- ×2.0 Fullscreen — imagery running edge to edge, no margins 9 of 48 sites here
Takes after Fashion editorial 25% · Cinematic realism 25% · Swiss modernist 22%
On 27% of film & tv winners against 8% of winners generally: moving footage carrying the page.
Play 75 winners
Play
Sites you operate rather than read.
- ×2.3 Filters and Effects — the image altered live — blurs, distortions, grain 13 of 75 sites here
- ×1.9 Colorful — colour used loudly and on purpose 31 of 75 sites here
- ×1.4 3D — objects with depth rather than flat pictures 40 of 75 sites here
- ×1.2 Experimental — rules broken on purpose 14 of 75 sites here
Takes after 3D and CGI 18% · Swiss modernist 12% · Period revival 9%
On 17% of play winners against 8% of winners generally: the image altered live — blurs, distortions, grain.
Photo & Video 41 winners
Photo & Video
Moving and still image work, shown at full strength.
- ×2.4 Big Background Images — one enormous photograph doing the work 9 of 41 sites here
- ×2.3 Gallery — work presented as a collection to browse 8 of 41 sites here
- ×2.0 Luxury — the visual language of expense — restraint, space, slow motion 8 of 41 sites here
- ×1.3 UI design — the buttons, menus and controls treated as the craft 8 of 41 sites here
- ×1.2 Typography — headlines set enormous, so the words are the picture 9 of 41 sites here
Takes after Fashion editorial 43% · Cinematic realism 26% · Swiss modernist 14%
On 22% of photo & video winners against 9% of winners generally: one enormous photograph doing the work.
Food & Drink 46 winners
Food & Drink
Small brands with more personality than budget.
- ×2.0 Illustration — drawn artwork rather than photography 9 of 46 sites here
- ×1.7 Colorful — colour used loudly and on purpose 17 of 46 sites here
- ×1.6 Fullscreen — imagery running edge to edge, no margins 7 of 46 sites here
- ×1.6 UI design — the buttons, menus and controls treated as the craft 11 of 46 sites here
- ×1.4 Typography — headlines set enormous, so the words are the picture 12 of 46 sites here
Takes after Period revival 22% · Fashion editorial 14% · Cinematic realism 14%
On 20% of food & drink winners against 10% of winners generally: drawn artwork rather than photography.
Architecture 50 winners
Architecture
Space and structure, shown on a flat screen.
- ×5.0 Content architecture 8 of 50 sites here
- ×3.5 Luxury — the visual language of expense — restraint, space, slow motion 17 of 50 sites here
- ×2.6 Minimal — as little on screen as the job allows 11 of 50 sites here
- ×2.4 Gallery — work presented as a collection to browse 10 of 50 sites here
- ×1.8 Big Background Images — one enormous photograph doing the work 8 of 50 sites here
Takes after Swiss modernist 30% · Cinematic realism 27% · Fashion editorial 21%
On 16% of architecture winners against 3% of winners generally: content architecture.
Photography 30 winners
Photography
A portfolio problem: how to show the work without competing with it.
- ×6.9 Photographic — photography as the primary material 7 of 30 sites here
- ×4.2 Infinite Scroll — a page that never quite ends 8 of 30 sites here
- ×4.0 Gallery — work presented as a collection to browse 10 of 30 sites here
- ×3.3 Footer Design — the foot of the page treated as a designed space 7 of 30 sites here
- ×2.1 Clean — plain surfaces, generous space 14 of 30 sites here
Takes after Fashion editorial 39% · Swiss modernist 29% · Cinematic realism 11%
On 23% of photography winners against 3% of winners generally: photography as the primary material.
Events 26 winners
Events
A date, a place, and a reason to turn up.
- ×4.0 Filters and Effects — the image altered live — blurs, distortions, grain 8 of 26 sites here
- ×2.3 Sound-Audio — audio as part of the experience — still rare anywhere 5 of 26 sites here
- ×2.2 Footer Design — the foot of the page treated as a designed space 4 of 26 sites here
- ×2.0 Microinteractions — small responses to small actions — hovers, presses, ticks 10 of 26 sites here
- ×1.6 Colorful — colour used loudly and on purpose 9 of 26 sites here
Takes after Cinematic realism 20% · Period revival 20% · Swiss modernist 16%
On 31% of events winners against 8% of winners generally: the image altered live — blurs, distortions, grain.
Sport 32 winners
Sport
Speed and rivalry, shown on a screen.
- ×2.5 Single page — everything on one long page instead of a site to navigate 5 of 32 sites here
- ×1.8 Sound-Audio — audio as part of the experience — still rare anywhere 5 of 32 sites here
- ×1.7 UI design — the buttons, menus and controls treated as the craft 8 of 32 sites here
- ×1.7 Fullscreen — imagery running edge to edge, no margins 5 of 32 sites here
- ×1.4 Experimental — rules broken on purpose 7 of 32 sites here
Takes after Cinematic realism 29% · Fashion editorial 29% · 3D and CGI 19%
On 16% of sport winners against 6% of winners generally: everything on one long page instead of a site to navigate.
Institutions 17 winners
Institutions
Public bodies and organisations, where clarity is the whole job.
- ×6.6 Social responsibility — a cause or public duty as the subject 5 of 17 sites here
- ×2.6 Big Background Images — one enormous photograph doing the work 4 of 17 sites here
- ×2.5 Footer Design — the foot of the page treated as a designed space 3 of 17 sites here
- ×1.8 Clean — plain surfaces, generous space 7 of 17 sites here
- ×1.7 Scrolling — the scroll itself used as the main control 6 of 17 sites here
Takes after Swiss modernist 36% · Cinematic realism 21% · Fashion editorial 7%
On 29% of institutions winners against 4% of winners generally: a cause or public duty as the subject.
Property 23 winners
Property
Selling a place you cannot walk through yet.
- ×4.5 Luxury — the visual language of expense — restraint, space, slow motion 10 of 23 sites here
- ×2.9 Parallax — layers moving at different speeds to fake depth 7 of 23 sites here
- ×2.2 Video — moving footage carrying the page 4 of 23 sites here
- ×2.0 Minimal — as little on screen as the job allows 4 of 23 sites here
- ×1.5 Interaction Design — things that respond as you move, not just as you click 7 of 23 sites here
Takes after Cinematic realism 39% · Swiss modernist 22% · 3D and CGI 11%
On 43% of property winners against 10% of winners generally: the visual language of expense — restraint, space, slow motion.
Hospitality 15 winners
Hospitality
Somewhere to stay or eat, sold on atmosphere.
- ×4.5 404 pages — the bespoke error page as a flourish 3 of 15 sites here
- ×4.1 Luxury — the visual language of expense — restraint, space, slow motion 6 of 15 sites here
- ×2.1 Colorful — colour used loudly and on purpose 7 of 15 sites here
- ×1.9 Parallax — layers moving at different speeds to fake depth 3 of 15 sites here
- ×1.8 UI design — the buttons, menus and controls treated as the craft 4 of 15 sites here
Takes after Cinematic realism 25% · Period revival 25% · Swiss modernist 17%
On 20% of hospitality winners against 4% of winners generally: the bespoke error page as a flourish.
Apps 24 winners
Apps
A product page for something that lives on a phone.
- ×17.0 App Style 4 of 24 sites here
- ×2.2 Graphic design — poster-and-print craft carried onto the screen 4 of 24 sites here
- ×1.8 Startups — the young-company look — bright, direct, confident 5 of 24 sites here
- ×1.7 UI design — the buttons, menus and controls treated as the craft 6 of 24 sites here
- ×1.7 Gestures / Interaction — drag, swipe and hold rather than click alone 4 of 24 sites here
Takes after 3D and CGI 24% · Cinematic realism 14% · Period revival 14%
On 17% of apps winners against 1% of winners generally: app style.
Publishing 9 winners
Publishing
Where the design must not make the reading harder.
- ×3.9 Minimal — as little on screen as the job allows 3 of 9 sites here
- ×3.1 Typography — headlines set enormous, so the words are the picture 5 of 9 sites here
- ×2.3 Microinteractions — small responses to small actions — hovers, presses, ticks 4 of 9 sites here
- ×2.0 Clean — plain surfaces, generous space 4 of 9 sites here
- ×1.6 Scrolling — the scroll itself used as the main control 3 of 9 sites here
Takes after Fashion editorial, on 2 of the 8 read so far
On 33% of publishing winners against 9% of winners generally: as little on screen as the job allows.