Flat design is easily one of the most popular buzzwords in the current UI/UX space.

Especially in the last few years, flat design has been pushed into mainstream. Even the biggest companies are now following this design approach.

So what’s the reason for its increasing popularity? Simply put, it works!

Flat design can drastically improve user experience on websites and apps.  And this, in turn, can effect a higher number of conversions.

This post will introduce you to Flat design, and the advantages it can offer.

Here we go.

What is Flat Design?

It is a design approach that involves creating minimalistic two-dimensional (flat) illustrations for web and mobile interfaces.

flat design table

Flat design gets rid of unnecessary styling, and elements that give an illusion of three dimensions (such as gradients, textures, and drop shadows). This is in contrast to skeumorphism, another design practice, which involves creating designs that resemble real-life objects.

Flat design is all about crisp shapes, (both) sober and bright colors, and scalable illustrations. Even the fonts used in flat design are sans-serif.

Issues with Flat Design

In its early days, flat design was related too closely to minimalism and mobile-first design. While both these attributes contribute heavily to a successful flat design, they cannot be the only aspect in a flat design.

An example could be found with Windows 8 released by Microsoft. Metro design of Windows 8, considered by some as the pioneer of flat design, had some inherent flaws with it.

The NN Group conducted a usability test on Windows 8, and found out that users had difficulty in identifying actionable objects on its interface.

Windows 8 Flat design

Regarding the OS interface (as seen in the above picture), the study says:

“Where can you click? Everything looks flat, and in fact ‘Change PC settings’ looks more like the label for the icon group than a clickable command. As a result, many users in our testing didn’t click this command when they were trying to access one of the features it hides.”

Windows 8 Flat design

Additionally, the Windows 8 interface was biased towards mobile users. The big colorful rectangular tiles looked sweet on a mobile device. The interface was well-suited for finger gestures on a touch-screen. However, the same tiles on a big desktop monitor looked clumsy. Its usability with a mouse was in question, as well.

Flat Design 2.0

Fixing the usability issues associated with it, flat design has evolved over time. It has moved on from being absolute-flat to semi-flat.

Though the approach of Flat 2.0 is still flat, it employs layers, contrast, and subtle shadows to give a hint of depth in an interface.

Here’s an example:

Flat Design 2.0

Now that we are familiar with what Flat design is, let’s look at how it actually helps websites win over users.

#1 Flat Design Improves Readability

One of the cornerstones of flat design is readability.

Flat design allows users to view and understand website content with ease, regardless of whether they do it on desktops or mobile devices.

It replaces complex images with simplified (minimalistic) icons and vectors. Flat icons and their accompanying text make it easy for users to grasp any concept.

Moreover, flat design emphasizes on clear typography and sans-serif fonts. The text background, too, normally comprises of a single contrasting color.

In a flat design, content is the focus. Tweet: 5 Reasons Why You Shouldn’t Ignore Flat Design for Epic Conversions. Read more at https://vwo.com/blog/flat-design-increases-conversions

The below screenshot from profoundgrid.com shows how flat design succeeds at improving readability. The flat icons and text easily illustrates the features offered by the website.

Profound Grid - Flat design

With flat design, educating users becomes a breeze. And once users know about a product/service better, the chances of them converting increases, too.

#2 Free of Distractions

Flat design is all about minimalization.

A flat design lacks embellishments or decorative elements that don’t provide value to users. The aim is to steer users’ attention towards the prime content of a website.

Looking at the Profound Grid example above, we observe that the design is free of distractions. The attention of users only goes where the website wants it to go.

This design feature is often referred to as white space.

White space is an integral part of flat design. Tweet: 5 Reasons Why You Shouldn’t Ignore Flat Design for Epic Conversions. Read more at https://vwo.com/blog/flat-design-increases-conversions

Let’s take another example from GetWalnut.com.

Walnut website - flat design

Walnut is an expense managing mobile app for individuals. On its website, Walnut is clearly able to display their key differentiators using white space. Surrounded by ample white space, the flat icons and text are able to grab users’ attention, convincing them to try out the app.

Flat design makes it easy to prioritize and highlight content. Tweet: 5 Reasons Why You Shouldn’t Ignore Flat Design for Epic Conversions. Read more at https://vwo.com/blog/flat-design-increases-conversions

Related Post: JellyTelly Found their Navigation Elements Were a Distraction, Are You Making the Same Mistake?

#3 Decreases Page-load Time

Slow loading websites and apps are irritating to use; users bounce away.

Slow load time - user sleeping

When you cannot cut on the content that you need to show to your users, and you still have to keep your website fast, you can either go for low-resolution images and graphics, or use flat design. Flat design seems like an obvious choice here.

Compared to websites that use heavy images and graphics, flat design loads much faster. With the absence of gradients, dark shadows, and other skeuomorphic elements in flat design, the page-load time of a website decreases. Mobile apps, too, perform faster in the same way.

Even from a developer’s perspective, flat design works quicker. It can shorten the code by 30 percent, leading to a lighter CSS stylesheet — further reducing the page-load time.

Moving further. A fast loading website affects the bottom-line of a business. It can actually help increase conversions and revenue for websites.

Fast loading websites can effect a higher number of conversions. Tweet: 5 Reasons Why You Shouldn’t Ignore Flat Design for Epic Conversions. Read more at https://vwo.com/blog/flat-design-increases-conversions

Here’s an elaborate read on Why Decreasing Page Load Time Can Drastically Increase Conversions.

#4 The SEO Advantage

The load-time of a website plays an important role in determining the website’s ranking on search engine result pages. Page loading speed is one of the top factors in SEO for websites.

Since flat design decreases load time for websites, it in turn helps websites with search engine rankings.

Graphic-heavy slow websites, in contrast to websites with flat design, receives negative scores from search engines.

Flat design can actually help websites in SEO. Tweet: 5 Reasons Why You Shouldn’t Ignore Flat Design for Epic Conversions. Read more at https://vwo.com/blog/flat-design-increases-conversions

With a greater chance of appearing on top of SERPs, flat design websites can tap high-intent users on search engines. Normally, high-intent users are more inclined to make conversions.

Add-on: Apparently, Google is testing a new feature on its SERP that labels websites as “slow” if they have a high load-time.

Take a look at the below screenshot (taken from a Google Plus user).

Google SERP labeling "Slow" websites

#5 Up-to-date Look

Web users form an impression about a website in about 50 milliseconds!

It means when users have spent only 0.05 seconds on a website, they decide whether they like the website or not.

So how does this work? Users can’t possibly go through the content of a site in such a short span.

They judge a website based on its look and feel. Users visit a website, look at its design/UI, and form an opinion about the website.

Flat design can help websites in shaping a favorable first impression on their visitors. Flat design represents a modern design approach. When users visit a website or an app, the modern (even futuristic) look and feel of flat design influences them positively.

More on this.

Flat Design Meme

Flat design is the arguably the biggest design trend at this moment. The giants in the web and mobile industry such as Apple, Google, Microsoft, etc., have accepted flat design with open arms. Users can take this as a cue, and set flat design as a benchmark for all the websites they visit.


Flat design is the design trend prevailing across web and mobile space, presently. Though best known for improving user experience, flat design has various other benefits to offer: better readability, reduced page-load time, seo advantage, etc. We’ve seen industry giants incorporating flat design and tapping those benefits.

If these benefits make sense to you and your business, (only then) you too should consider branding your website or app with flat design.

The post 5 Reasons Why You Shouldn’t Ignore Flat Design for Epic Conversions appeared first on VWO Blog.