Emotions do sell things. Putting image of puppy instead of plain text made a WebPop CMS double the number of clicks on the signup button.
Newsblur also employs a puppy on the sales promotion. Their puppy has a much better emotional connection — pay for this app and the dog gets to eat.
1. Ghost buttons
2. Background Videos
3. Longer scrolling sites
4. Professional high quality (custom) photography
5. Flat, Material, Responsive
6. Hidden main menus (hamburger button)
7. Death of sidebar
8. Removing non-essential design elements in favour of simplicity
9. Filling a single screen
10. Card design