No More Past-In-Entity!

No More Past-In-Entity!

Umbrella IT


Without noticing it, many people live in the past, falling out of the present. The same thing happens to the design of web projects.

What could attract attention a couple of years ago now only irritates and repels, thus, brings no profit.

In this article, we will highlight things that will look either obsolete or downright absurd in your project design.

We suggest you throw away rags of excessive conservatism and open yourself to new energies, because “The present moment is all you ever have" (Eckhart Tolle, “A New Earth: Awakening to Your Life's Purpose”, 2006), so no more past-in-entity!


Text death-effects - anachronisms of success

Admit, when you open a website, you want to relax a little, rest from the constant fuss, or just pore over a text. If the text constantly flashes, rolls up into a knot or shines like radioactive waste, this only worsens its readability.

We are not going to give examples of such things, not to tire your eyes, we just note that all of the above is perceived simply as cheap special effects, irritating and distracting attention.


Advice from Umbrella IT: To improve readability, structure your text in the form of small logical blocks, separating them with line spacing.


If your website smells like mothballs and reminds of the original version of Apple or Microsoft in the 1990s, things got really bad! People will think that they got into "the age of dinosaurs" and will go away in search of something fresher.



Don’t Be B&E

Bevel and emboss or B&E is a volume text embossed in Photoshop.

One example of the anachronisms used in web design is a bevel and emboss tool. The graphic designer Donny Wilson believes there is nothing remarkable in bevel and emboss.

Donny thinks that in the past it was a good idea to use a sculptured text, but now it is ill manners. When you look at such things today, you can’t help thinking of website redesign.




If you want to draw attention to the title or just highlight a certain point, try and play contrast card, without changing the text itself. In Skype, this is implemented simply and tastefully - a Create Account button is a good example.



Flash animation is out of fashion

In the late 1990s, flash animation was on trend and widely used to create emotionally colored introductory videos on websites, as well as multimedia advertising. Among other things, the flash animation came to replace gif banners. Cool flash animation attracted attention, and at some moment, it was a breakthrough.

Currently, people have no time to watch introductory flash videos, but it's not just that. The flash animation, dating back to the era of "PC + mouse", has failed to adapt to the era of portable devices.

The content of flash animation slows down the loading of a web page, making the users very upset. Today, most of the respectable websites make their choice in favor of better video formats.

In April 2010, Steve Jobs criticized Flash in his famous letter «Thoughts on Flash», and explained why he decided not to allow Flash on Apple devices.

From Steve’s standpoint, Flash impedes innovations. Here is the gist of the problem:

  • Flash has low performance;
  • Flash has low security;
  • Flash has low reliability;
  • Flash is poorly supported by portable devices.

Thus, you better not use any flash animation & Adobe Flash multimedia platform as a whole, because in a couple of years it will finally lose its relevance. Using Flash can become not just a waste of your money, but a waste of your most valuable resource – time.

The life cycle of Flash comes to an end. In July 2017, Adobe announced that by 2020 it would cease its support and distribution.


Pop-up windows lead to customer outflow

We are talking about pop-up windows urging “subscribe to us”. Some users will try to close pop-ups by doing a couple of clicks and if it’s impossible to close pop-ups, people will leave your resource forever. Even if they read a very interesting article. Many customers, seeing such things on a web page, rush to close it, never to come back.

Pop-up windows - to the dump of the Past-In-Entity!

Imagine the situation: you open a web page and, before having finished reading a couple of sentences, you have “Register Now!” popping up in front of your eyes. Admit, you won’t be delighted.

Nobody likes to be pushed or forced to do something. At best, you will get a base of subscribers (by email or social networks), but they will be "dead" souls, in fact, your resource won’t be visited more than once.


There are a few key problems of pop-ups:

  • your business seems to go so bad that you desperately cry for help;
  • pop-up windows are perceived as a violent call to action;
  • pop-up windows are associated with virus banners;
  • pop-up windows are almost impossible to close in a mobile version of an app.

Advice from Umbrella IT: better offer your users a top-quality interesting article, a discount or something useful for free downloading.


Impersonality is unbecoming to success

Many websites are not remembered due to stock photos (many of them are of poor quality). Do not use them as illustrations of your happy customers or your team. People will immediately feel falsity or forget about your project.

Here is an example of such use. If we type "Customer support" in the Shutterstock search, we will see a lot of very monotonous, unremarkable photos that are used by a huge number of "faceless" companies.

image 3


It is better to spend time and money to hire a professional photographer or illustrator, then your website will not only look respectable but stand out from other competitors.

And most importantly - you will never be forgotten by your clients! People always love and appreciate an original content.

In some cases, you can resort to stock photos using such resources like Shutterstock, but Umbrella IT strongly recommends you to stay away from such actions, especially in relation to photos of lucky owners of your product.

The use of stock photos can be justified only in two cases:

  • they are of excellent quality and ideally illustrate your thought;
  • this is the only possible solution.


Using stock photos as a logo is a major mistake made by inexperienced startups, but we are sure you are not one of them. Find out more about logos in the article:


How to create a good logo for your business: 7 useful tips from designers


The simpler, the better

Your design should be simple and self-explanatory to any user. The era of poorly functioning template websites has long passed. Make a unique product you will be proud of.

No “Hebrew”! Use latest technologies for your web project - CSS, JavaScript, and HTML5, this will help you create an excellent product, which can multiply your profits.

An example of successful illustrations from one of the world's best iPhonographs is Mike Kus:

m kus


In conclusion, here are 7 useful tips:

  • You do need to have a working mobile version of your app.
  • Do not overburden users with auto-playable video and audio.
  • Always put the current year in copywriting so that users do not have a feeling that the website has not been updated for decades.
  • Use new stylish fonts, but not more than 2 or 3 different ones.
  • Do not overstress users with excessive multimedia.
  • Do not overload your project with widgets, they should draw attention to important details, but should not shut out your entire page.

Using new technologies, remember when enough is enough. The design of your website should not be for the sake of design itself, boasting all existing fashionable tricks, but first of all, it should reflect the essence of your project, please the eye, be user-friendly and easy to understand.

It is possible that your project is great and has excellent prospects to become the best in the world, but you cannot get the most out of it, taking an outdated design as its basis.

If you have any questions or if you are unsure whether the design trend you’ve chosen is the right one, don’t worry. You can write to us and we can help you avoid falling for an outdated trend!