A pressing task for digital designers will be to overcome a barrier to the expansion of on-line shopping – people’s wish for a greater physical interaction with the goods they buy. Web designers must find ways of humanising the Internet shopping experience, even through simple effects like creating catalogues with pages that appear to physically turn rather than using hyperlinks.
Another important digital trend is the rise of the small-screen world. As mobile technology takes off and people start using their phones to access Internet and television, designers will have to change their mindsets. Branding and logos must work in miniature as well as on a larger scale. This could provide lots of rebranding work as existing brands do not tend to look good in a small-screen environment and may need to be completely overhauled to stand out in the new, miniaturised universe.