Conventions and design patterns are our friends, and leave more creative energy to invest in the areas where they’re most needed – getting insight into who you’re talking to, and figuring out the best ways to give them what they want.

You need to manage your visitors’ attention carefully. So use 3d effects, textures, colour and boldness etc. to draw the eye TO the content, not AWAY from it.

Take the pop up subscription box at the bottom on this website for example. The gradients, shines, and trendy fonts make it more interesting to sign up. I have a feeling fewer people would sign up if that box looked like it was designed in the 90′s. The new trendy styles applied to this box make me think the design secrets are going to be new and up with the times. If it had an older design (even if it used the same bright colors and elements) I would feel like the information is out of date and not worth my time.

Being a web designer I have learned to look past the look of a website and focus on the content, but to a lot of people out there I think the “age” of the styles and trends used in a design really effect the way the subconscious perceives the information contained within. So until a truly ageless design style is made and widely accepted, I believe every website would benefit from using at least a few trendy styles.