Follow a fad, get sick of it, follow another fad, get sick of it. Over-do skeumorphism, proclaim "I'm heading in the extreme opposite direction", over-do flat design, go into extreme opposite direction. After everything's been "flat"ened we'll move into 3D design where divs and containers have a raised 3D look.
===== The problems with flat design =====
- It can give off a hospital white, cold, emotionless, colorless, boring, bland, sterile look.
- Looks like it was exported from a UI drafting app.
- Looks unfinished.
- You can't always tell which elements are clickable (see new YouTube redesign) because everything is so blocky (see windows metro).
- Has an extremely unhealthy obsession with white-space as a separator.
- Elements that where once grouped together are now just floating around in white-ness.
- Looks like randomly arranged icons and text. (see the new unnecessary, god-awful YouTube re-design)
===== The problems with Skeumorphism =====
- Inefficient, lots of css, lots of images.
- Follows what used to be familiar 10 years ago rather than what's proper today.
- Stuck in the past, old fashion, outdated.
- Doesn't make room for new UI elements.
- Old UI clashing with New UI.
===== The problems with Web 2.0 look =====
- Design and UI are loud and attract more attention than the content they hold.
- Super shiney buttons, unnecessary gradients.
- Distracting colors.
===== WHAT DESIGN SHOULD BE CENTERED AROUND =====
- Predictability, familiarity, usability, ease, retention, signups.
- Gradients are fine as long as they're subtle and not distracting.
- Buttons should have rounded corners to emphasize their clickability.
- Important elements should stand-out / pop-out more. You can use shadows and gradients and color to do this.
- Typography should be easily readable and go with the theme of the site.
- Design elements should not be loud, the elements that contain the content should not stand out more than the content itself.
- Rather than use eye bleeding white on everything, using subtle soft colors is best.