Color

Color patterns and schemes were the norm, often avoiding gradients and shadows thus appearing flat.

Typography

Typography in the 2010s was often more stylized than in the 90s, but less so than in the 2000s. The use of custom fonts and text effects was less common, and text was often left unstyled, with the default font and size being used.

Layout

Minimalistic designs were the norm. That in combination with more application of active whitespace made for less content within the viewport at one time. Hierarchy was commonly used to direct the reader.

Imagery

High definition images became the norm and were often the focus on the page. High resolution video was sometimes used as an alternative.

Interactive elements

Individualized animations for hover, active, focus states and the like were commonplace.