I’ve noticed a trend in web design lately that relies on flashy animated objects to draw attention and make an interface feel more alive. As far as I’m aware no one has given this trend a name yet, I’ve been referring to these flashy 3D animations as “rare objects”. They seem to have sprouted out of the Web3 space, inspired by NFTs. Rare objects are a great method of making your interface stand out and adding to the perceived value to your product.
Creating flashy 3D objects to catch the attention of users is a staple of videogame design. In the past rare objects were used to reward the player for their in-game progress. Nowadays rare objects are also used to entice users to buy in-game content to customize their appearance or improve their abilities. A great example of rare objects that captured the interest of players are Counter Strike’s weapon skins. These skins could be traded and were perceived as highly valuable by players.
Some skins in the past have traded for outrageous values, such as in July 2020, when an M4A4 Howl, which had rare iBUYPOWER stickers from Katowice 2014 reportedly sold for a world-record $100,000, and is now up on the market for $130,000.
The rare object trend seems to have made its way from videogames to the web in 2021 when NFTs became a growing trend. NFTs have a similar goal to rare items in videogames. They want to evoke a feeling of scarcity and desire. As more NFTs flooded marketplaces artists needed to make their work stand-out and appear more valuable than other options. This naturally leads to using animations, bright colors, and an air of mystery to draw the user's eyes and imagination. This competition for attention using flashy animations in NFTs lead many people to associate these visuals with the Web3 movement in general.
Rare objects have now made their way into UIs around the web. They can make an interface more immersive and memorable. Their stark contrast against previous minimal and Memphis trends makes them feel edgy and innovative.
Designing your own rare objects takes some skill. They don’t need to be 3D models, but that is commonly a major component. Your rare object needs flashy colors, and can feel alive through animation. Basing the rare object on an item commonly perceived to be valuable, such as currency or a piece of jewelry, helps to evoke feelings of desire. Finally, adding a magical or fantasy element to your object engages the viewer's imagination.
Rare objects should be used sparingly. If your interface is littered with these flashy animations it can get cluttered quickly. However, it is a great tool for making your design stand out and drawing the user’s attention. As 3D rendering becomes easier I believe we will see this trend continue and expand.