# Only the essential · UX Trends 2018 · Zorraquino > The trend that never dies: “Reduce with reason” URL: https://www.zorraquino.com/en/trends/ux-trends-2018/only-the-essential ![Only the essential: The trend that never dies: “Reduce with reason”](https://cdn.sanity.io/images/0w1142l8/production/c3e0847491b27900a29aad9c3a19d25822cb9a18-1500x1125.webp/only-the-essential-the-trend-that-never-dies-reduce-with-reason.webp?w=1600&fit=max&auto=format&q=85) Trend 12 # Only the essential 1. [UX Trends 2018Home](https://www.zorraquino.com/en/trends/ux-trends-2018) 2. [Trend 01Humanisation](https://www.zorraquino.com/en/trends/ux-trends-2018/humanisation) 3. [Trend 02Smart personalisation](https://www.zorraquino.com/en/trends/ux-trends-2018/smart-personalisation) 4. [Trend 03A more emotional interface](https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface) 5. [Trend 04Mood as interface](https://www.zorraquino.com/en/trends/ux-trends-2018/mood-as-interface) 6. [Trend 05Design for optimisation](https://www.zorraquino.com/en/trends/ux-trends-2018/design-for-optimisation) 7. [Trend 06A richer UI](https://www.zorraquino.com/en/trends/ux-trends-2018/richer-ui) 8. [Trend 07Sensory feedback](https://www.zorraquino.com/en/trends/ux-trends-2018/sensory-feedback) 9. [Trend 08The year of augmented reality](https://www.zorraquino.com/en/trends/ux-trends-2018/year-of-augmented-reality) 10. [Trend 09Designer as storyteller](https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller) 11. [Trend 10Connected experiences](https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences) 12. [Trend 11Atomic Design](https://www.zorraquino.com/en/trends/ux-trends-2018/atomic-design) 13. [Trend 12Only the essential](https://www.zorraquino.com/en/trends/ux-trends-2018/only-the-essential) Only the essential The trend that never dies: “Reduce with reason” ## Less is much more The world of 2018 is turning us into concise consumers: looking for the most content in the fewest words. Users of simple, functional, attractive and essentialist websites and experiences. Design with fewer elements, simplified and effective. The “less is more” philosophy does not apply only to aesthetics: today it is a necessary solution for many brands in the face of information overload and the number of images and stimuli that reach consumers every day. A trend that was born with the Bauhaus in 1919, spread in the 1960s with the minimalist art movement, and is still developing today. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Minimalist design helps the user experience as long as it does not stop at aesthetics. It is not about tidying up the page but about removing everything that distracts, so that things are better understood. 2. 02 In this sense, white space is not seen as wasted space, but as an element that makes things stand out. 3. 03 What's more, with the demand for faster-loading websites, these designs are gaining popularity because they offer a simpler, faster and lighter option. ## More on the trend ### References - [Top Web Design Trends to Watch in 2018](https://www.forbes.com/sites/tomaslaurinavicius/2017/12/20/web-design-trends-2018/) - [#390b25bd2375 Functional Minimalsm for Web Design](https://theblog.adobe.com/functional-minimalism-for-web-design-2/) - [Dieter Rams 10 Principles of “Good Design”](https://www.archdaily.com/198583/dieter-rams-10-principles-of-“good-design”) Pages 199–214 of the report [![Tech & Marketing Trends 2018 cover: a bundle of optical fibres glowing pink and purple among blurred lights.](https://cdn.sanity.io/images/0w1142l8/production/407919d011e8056942dfe01fbdc2229b861aed22-1999x1499.webp/tech-marketing-trends-2018-cover-a-bundle-of-optical-fibres-glowing-pink-and.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/marketing-digital-2018) Next report [Digital marketing trends 2018](https://www.zorraquino.com/en/trends/marketing-digital-2018)