No one has a crystal ball when it comes to design. Trends can change at the drop of a hat. But there are patterns we can follow and predictions we can make. This is important in the design world as you always want to be ahead of the trend, rather than playing catch up. So, here is an overview of where design has come from in the previous decade. And where we think 2020 will lead. Some trends look set to continue, some are likely to die out, and some new ideas are starting to emerge.
Trends for the Tens
The decade from 2010 to 2020 saw both a backlash against the previous decades’ designs and a harking back to decades before that. It saw the emergence of the minimalist look in logos, posters and websites. This was an attempt to get brands to stand out against the loud and busy designs of the previous decade. Conversely, we felt a powerful sense of nostalgia in the 2010s as people seemed to be pining for the 1980s. Films, TV programmes and computer games from that era were being remade, or set then. This was reflected in design with typography, colours and overall branding taking on a retro look, tapping into 80s and 90s nostalgia. Another look which seemed to make a comeback in the 2010s was the use of gradients. They weren’t big in logos but did feature prominently on printed adverts and websites to give the illusion of depth. Obviously, none of these trends stopped dead at the stroke of midnight on New Year’s Eve 2019 but some are more likely to carry on than others.
Loud/Quiet
The minimalist look in graphic design looks like it might be around a while longer heading into the 2020s. Not only is this parred down look fashionable, it is also easy to adapt to all shapes and sizes of devices and easy for users to navigate and interact with. Whilst some feel the flat minimalist look is a little cold, there have been recent moves towards a warmer and more friendly look with the colours and shapes being used. Another way brands are keeping it simple is using bold typography with little else for a clear and striking effect. In contrast, some brands are opting to do the opposite and plump for bright and even chaotic looking branding to catch the eye and literally stop people in their tracks. This was seen a great deal towards the end of 2019 and is likely to continue with some brands opting to walk a middle line by combining minimalism with a maximalist ‘action packed’ look.
Authenticity
Towards the end of the previous decade, we saw a significant culture shift away from consumerism and overt branding towards richer experiences and authenticity. Going into the 2020s, it’s looking increasingly like there is a growing backlash against the Photoshopped fakery of Instagram influencers and the pressure to be perfect with a move towards brands embracing a more natural look. Imagery is already starting to move away from the Insta-perfect look and branding is increasingly organic looking by adopting calming colours inspired by nature. This focus on experience over consumerism has led brands to put even more effort into developing believable brand stories which, although nothing new, are becoming more important than ever.
Similarly, as the way we use technology changes, and generations of people are growing up with technology as a simple fact of life, branding is changing to reflect the natural and instinctive way younger people use technology. User experience is becoming much more about a simple and intuitive way of interacting with brands to reflect this culture change.
Socially Aware
Another wider social trend which is affecting design is the push for businesses to be more socially responsible. As people become more aware of climate change and environmental issues, there is a greater need for companies to express their commitment to being environmentally friendly in their branding. Expect to see a much greater focus on sustainability in branding such as the types of inks and materials used in advertising, so designers will need to be mindful of this in creating designs.
Companies are also becoming more aware of issues around gender and the need to move away from gender stereotyping. We are less likely to see products aimed at women branded in pink. And there is more awareness of the need to appeal to a more diverse population who are keen to challenge traditional roles. In fact, we are likely to see brands striving to create a sense of individualism and rebellion against ‘fitting in’ as an extension of the craving for authenticity we have seen in the last few years.
Moving Content
Although there is a push to make marketing content moving in an emotional sense, we have also seen a recent trend towards content that physically moves. As technology develops, it is easier for businesses to have not just moving logos, but gifs, animations and videos that bring their brand to life. Although animated content and gifs, etc have become popular over the last few years, we don’t see this trend going away any time soon as it is a highly effective way to engage users. Designers will increasingly need to incorporate moving elements into their designs going forward.
These trends appear to be up and coming but there is nothing to say there couldn’t be a sudden change or that something new emerges out of the blue. Whatever happens with design trends in 2020 and beyond, at Spoken, we always keep our eye on developing trends to stay ahead of the curve for our clients. Because we are super aware of the way trends can change, we create brands which are flexible enough to develop and change with the times so they never need to look dated.
To speak to us about branding or any aspect of graphic design, call us on 01273 964044 or email hello@madebyspoken.co.uk