3 minute readPublished 21 June
B2B design has come a long way. Just a short while ago, business pages were as formal as the companies themselves, with the simplest of colours and generic templates. You know the type, too much mumbo-jumbo, too little personality. But now? Brands aren’t talking to companies, they’re talking to the people within them. And people, not unexpectedly, like things that are beautiful, easy to use and are emotionally impactful.
At Tiga UK, we’ve been right in the thick of all of this change. We’ve seen how corporations are shifting away from cold corporate designs and embracing robust people-driven strategies. Creative design these days is about making all of those business interactions easier, warmer and actually just a lot more enjoyable.
Here are the top B2B design trends we see that are working across 2025.
Trend 1: Minimalism And Functional
There’s a certain sophistication to minimising, especially when minimising doesn’t mean you’re compromising functionality. 2025’s brand of minimalism isn’t about stripping down to the bare essentials. It’s about embracing just what you have to and asking each element to work a little bit harder.
The extra lines, light rooms and light neutrals that are ubiquitous are not going anywhere soon. But what distinguishes them now are their quietly interactive elements, which gently prod visitors through the space, room by room. No bother, no frills.
We have noticed that many of the successful B2B websites that are taking advantage of innovative use of judicious white space, crisp typography, and well thought out colour schemes that still pack a powerful punch. They are restrained and disciplined yet never boring.
Trend 2: Sustainability and conscious design
Sustainability is no longer a box to check. It’s a central aspect of design thinking for several B2B companies. And frankly, it’s overdue.
All of these, from typography to colour schemes, have been chosen intentionally. Earth colours are employed regularly, as are recycled materials and even design strategies for the web that have a lower environmental impact through file reduction and optimised loading.
We’ve been pleased to see companies like Unilever and IKEA show their green credentials through their websites and marketing brochures. Those aren’t PR tricks, those are real and transparent. That’s not about bellowing it from the rooftops, that’s about informing the customer what precisely you’re doing behind the scenes.
Trend 3: Interactive and dynamic user experiences
That’s when things get really interesting. Interactive design isn’t the province of trendy B2C apps anymore. B2B has taken it up, and honestly, it’s a marvel.
Think about subtle animations that breathe life into a page, or micro interactions that react when you click, swipe or scroll. They are little things that retain the user’s attention without overpowering them.
We have witnessed several B2B web pages incorporate interactive calculators, scrollytelling, and interactive product tours. They don’t just appear beautiful, they are useful. Here, the point isn’t to create distractions, but to keep the user engaged and provide what the user desires, automatically.
Trend 4: Personalisation at scale
Personalisation has gone far beyond adding a first name to an email header. In 2025, it’s all about delivering highly tailored content and experiences throughout every part of the customer journey.
Thanks to smarter AI tools, many B2B brands are now showing different website content based on the visitor’s industry, job title or even browsing history. It feels seamless, but behind the scenes, there’s some serious technology making it happen.
We’re also seeing custom dashboards, product recommendations and email sequences that are so personalised, it almost feels like they’ve been written by a close colleague. This kind of thoughtful design is what makes prospects feel understood and more likely to stick around.
Sustainability is no longer a box to check. It’s a central aspect of design thinking for several B2B companies. And frankly, it’s overdue.
Real-life instances of brands succeeding under these trends
We’ll talk about a couple of brands that are nailing these trends perfectly these days.
Minimalism meets functionality
Apple, though often seen as a B2C leader, still sets the benchmark here for B2B. Their business solution landing pages are minimalist but packed with purpose. Every image and line of copy is placed exactly where it needs to be. No distractions, no fluff, just a clean and intentional user experience that gets the job done.
Sustainability and conscious design
Interface approaches things differently. Their commitment to responsible design goes beyond surface level. With full transparency around their supply chain and materials, Interface sets a standard in the commercial flooring industry. Every product feels like a conscious decision, not just a design choice and it shows across their B2B offering.
Interactive and dynamic user experience
Notion’s marketing is a masterclass in interactive and dynamic creative design. Their campaigns don’t just promote the product; they invite people to explore it. From scroll-triggered animations to clean modular layouts, every landing page feels hands-on and immersive. Product demos blend seamlessly into the experience, letting users discover features as they scroll. It’s minimalist in style but rich in engagement, striking the balance between showing and involving.
Personalisation at scale
HubSpot leads the way here. On their platform, every stage of the buying journey is personalised automatically. Whether it’s a chatbot surfacing helpful resources or content tailored to a user’s role and industry, HubSpot makes business communication feel relevant, timely and far more human without needing extra effort from the user.
Predictions for the next two years
In the future, B2B design will keep welcoming automation and customisation. AI will become increasingly central, not just to personalisation, but to building content layouts on the fly based on user behaviour.
We’re going to see a lot of brands adopt predictive design, where your website adapts to what your audience is most likely to require at a certain point in time. That’s all about speeding things up, getting them much, much smarter, much more intuitive.
Another strong trend we see emerging? Motion design. Increased movement, though subtle. It won’t be flashy, it’ll be subtle and intentional, guiding users along without them ever knowing they are going anywhere specifically.
How do these trends shape your B2B strategy
These design trends are not trends at all. They are shaping how businesses communicate, interact and convert in 2025. By embracing minimalism with a dose of functionality, declaring your devotion to sustainability, introducing subtle yet impactful experiences and delivering personalised significance, you are paving the way for better relationships and better results.
As a creative design agency, we have been incorporating these strategies into all of our work, and we have witnessed how effective they truly are. If you are looking to revamp your B2B strategy and are interested in discussing how we can integrate these concepts into the narrative of your brand, don’t hesitate to contact us. We are always excited to share the details.
And if we know anything, it’s that design doesn’t need to shout to make a lasting impression. Subtle shifts can completely redesign the way your visitor interacts with your site. A well-considered colour choice, a thoughtful use of animation, or a well-crafted bit of copy can do a whole lot more than flashy graphics could ever aspire to. All about connecting your people wherever they are, and enriching each and every interaction, just a little bit.
Who are Tiga?
Tiga is a Kent-based B2B creative agency helping brands embrace smarter, more human-focused design. From minimalism and personalisation to sustainable, interactive experiences, we turn trends into results by designing with purpose, not just polish.
Want to rethink how design supports your B2B strategy? Let’s talk.