The start of a new decade is often a sign of fresh thinking and approaches emerging, especially in the ever-evolving world of graphic design. So as we move forward from the 2010s to now, these graphic design trends What is emerging that we should pay attention to?
To catch up"hot” of creative ideas, we spoke with design professionals at all levels to find out the trends they've spotted along with their predictions. We'll present 20 graphic design trends, covering everything from logo design to illustration, that are poised to grow big now.
The rise of minimalism
Graphic design trends in the second half of the 2010s saw minimalism and flat design dominate the digital world. And the designers at Grady Britton believe this trend will continue to strengthen as we move into the 2020s. “In line with marketing's ongoing quest for transparency and authenticity, design will continuing to strip away excess flair and embellishment and move towards a much more straightforward and simple presentation,” said team creative director Brian Dixon. “It can sometimes even turn things around intentionally unfinished, where credibility is paramount.”
Designer Paul Levy agrees. “The ubiquity of flat design, including primary colors, simple, intuitive 2-D illustrations and easy-to-read typography, will continue to grow,” he predicts. And this is not only about aesthetics but also about functionality. “The main benefit of flat design is that it allows users to quickly interact with interfaces, and find the content they want.”
But while flat design has its roots in digital, its principles have begun to influence print media,” he adds. “Increasingly, we are seeing similar content divided into more user-friendly levels, making relevant content easier for readers to find,” he said.
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Abstract 3D images and bright, bold colors
Perhaps as a counterpoint to the popularity of minimalism, we've seen abstract 3D forms emerge over the past year. “Software updates that have popularized 3D publishing technology are helping to drive this trend,” noted Tamryn Kerr, creative director at VMLY&R. “The amazing work done for the Greenwich Peninsula Festival by Droga5 is a great example, both on posters and animated for digital. Like viewing a wonderfully designed lava lamp, a captivating bubble moves elegantly across the screen, instantly capturing your attention and pulling you into the informative sections. .”
Consuela onighi, UX designer at Illustrate Digital, is seeing similar things. “I've noticed that over the past few months, most designs have created a 3D feel by combining layers of typography, images and abstract lines, often reflecting the brand. company, to create depth,” she stated. “This is often accompanied by bright and bold colors and ranges, which I believe will become a strong trend next year.”
Alex Halfpenny, design director at Elmwood, paints a similar picture. “Neons, fluorescents and bright, bold colors continue to be the go-to for designers to help designs stand out,” he notes. “For fancy digital applications, or special print colors, subtle gradients are added to help colors feel vibrant, and give designs a fresh, interactive aesthetic. hybrid and optimistic.”
The print-only approach![]()
Have you ever noticed how the number of designs that take a print-only approach is growing? We, too. “Ultimately, brands are trying to use text design over images and we expect to see more companies adopt this attitude by now,” said Emily Benwell, marketing and technical design specialist number at Liberty Marketing spoke.
Davide Baratta, design director at Impero agrees. “I see a lot of use of typography and proprietary typography as certain elements in branding,” he states. As does nazar Begen, project manager at Crello, who emphasizes that “designers are playing with typography more than ever, to create more innovative and modern things. Trends in graphic design, artistic typography, strong multi-line typography, and semi-transparent typography that creates rich shapes are on the rise.”
Bold, simple typography has been a big trend in 2019, and that's set to continue now, believes Steve Sharp, director of Fat Cow Media. “We are finding this technique to be extremely effective, helping brands convey messages through striking, simple and powerful presentations,” he said. “It's a good technique for brands that are straightforward and direct.”
Meanwhile, Chris Willis, design director at VMLY&R, feels 2023 could finally become the year of transformative typefaces. “There are many famous designers already working in this field, so it is ready to become mainstream,” he said. “This technology is especially exciting in the digital realm, where the possibilities are endless.”
And designer Katie Larosa at Grandy Britton believes the form will see more innovation in the next decade. “Graphic design trends, There's a recent trend that's breaking rules that designers would never think you could break,” she said. “For now, I predict we will see more bold, decorative typography that pushes traditional boundaries, and “bad” designs made on purpose. ”
Super maximalist and super minimalist style![]()
Justin Au, designer at Gretel, took a look at two graphic design trends different letters over the past year. “On one hand, you have a hyper-maximalist approach, full of playful typography, distorted 3D images, and alternative ways of making images such as harsh images or collages, " he say. “An example is the work we do for Nike By You.”
“On the other hand, there is a return to ultra-minimalist design, made possible by tiny print nuances and a dedication to presentation by eliminating all excess. You can see an example in the design system for WeWork. I think both succeed in addressing the blandness of plain serif typefaces that have come to dominate subway walls and Instagram feeds.”
Take GIFs to the next level
Mark Chatelier, executive creative director at StormBrands agrees. “We're seeing more brands use GIFs to provide a quick and unique response to notable events throughout the year: Google's mini Twitter animation for Movember, for example.” And he believes an alternative approach to GIFs will begin to reshape in the digital realm in the coming year.
“Think about storytelling, ever-changing uses of identity and content, animated mascots and brand assets that move and interact with each other across websites and media. ,” Chatelier said. “Designers can no longer afford to sit around anymore. It's time for brands to follow suit and discover how the popularity of updated GIF formats can work for them. Otherwise, an opportunity will be wasted.”
Multi-sensory movement content![]()
You still haven't figured out how to learn those motion design skills? 2020 will be a good time to do so, as this method is increasingly in demand. “Motive design and animation are becoming more popular than still images,” says David Baratta. “There has been an evolution in the treatment and expression in animation design compared to the classic animation framework.”
And that's for a good reason. “Brands are realizing the importance of dynamic design,” said Lain Acton, director of dynamic design at DixonBaxi. “Not only as a tool to unify all aspects of design but also to convey their key message. A well-thought-out moving vocabulary will allow you to have a unique voice, helping you stand out in a constantly noisy world.”
And he emphasizes that dynamic design is no longer about every 'cartoon logos'. “At DixonBaxi, dynamic design is a key part of every project from day one,” Acton said. “Next year I expect to see more projects bringing in artists to collaborate with, as we saw earlier this year with both BBC2 and ITV. I also expect the use of programming to continue to grow as people build new tools for creative problem solving, generating new and exciting ideas.”
Emma Newners of B&B Studio added, “As our attention spans become shorter and our desire for instant gratification increases, we will see more brands investing in dynamic content. As we move into the future, brands will strive to gain recognition for stylish graphic design trends in terms of animated graphics or brand sounds. Shares of visual brands will transform into dynamic stocks as multi-sensory brands take on a whole new meaning that transcends boundaries.”
Intentional movement![]()
Not only will we use dynamic design more in 2020, but we'll also use it in different ways. Kelli Miller, creative director and partner at And/Or, cites a few specific trends in kinetic design, including “hyper-realistic 3D geometric/sculptural forms in plastic-y, multi-material color, general computational work in both 2D and 3D design, illustrated character-based stories, and unique animated typography.”
Overall, she feels there's a real sense of fun and excitement about how we can advance digital tools right now. “And it seems that character-driven animation is a direct answer to that: it is a manual, human-centered work rather than a computer/digital work .”
More broadly, Dan Healy, director of visuals and motion at Bulletproof, feels that we are seeing a shift towards “more meaningful movements; purposeful movement. This can be seen in the use of seamless transitions. And with Instagram becoming increasingly relevant, we need to become more efficient with movement.”
healy predicts that by now, dynamic design will appear in digital formats more and more, with a sense of consistency. “There will be a continuation of the use of mixed media and cinema. The value of sound design will play a pivotal role in brand identity, and we can really add value with meaningful movement. And within web design, I think we'll see endless scrolling take on new life, with smart scroll transitions like the new AirPods website from Apple.”
Planning goes beyond readability
“Adaptive typography continued to grow in popularity in 2019, as designers found many practical and beneficial uses for moving typefaces,” said Alex Halfpenny, director design for Elmwood said. “Excitement can be found in distorted lettering, exclusive engravings and groundbreaking typography, where design surpasses legibility in the design hierarchy.”
Emily Benwell, digital design and marketing specialist for Liberty Marketing, points to the example of Uber Move. “They developed a sans-serif typeface that became a staple in the rebranding process, conveying the brand message through incredibly effective moving posters,” she says. And Dave Gee, co-founder of Jam_, predicts that this trend will continue for now. “We've seen a lot from big brands using dynamic typesetting as a key graphic element in web and mass media creative,” he said.
Graphic design trends Graphic disruption![]()
Graphic design trends, If many areas of design in 2019 seem subdued, dull and less effective, then get ready for a surprise; everything might change. “We're seeing a push toward 'graphic disruption': attention-grabbing and completely intentional stopping you in your tracks,” said Sarah Sanders, director of internal affairs Precipice Design reports. “In certain categories, there is a decline in the calm, considered and controlled color palettes, polished typography and negative space that once dominated. Instead, they are replaced with strong, almost rebellious colors and juxtapositions, such as anti-repetition of messages and the use of bold, dense black.”
In short, there is a graphic sense of urgency and intensity at a level not seen in a small amount of time. “It is no coincidence that change is happening in a time of political, social and ecological instability,” Sander argues. “Look from the dissonances of brightness, density and volume of GoCompare's latest print campaigns to the materials of Extinction Rebellion and you'll find clear parallels. This approach will of course not work for every product, and in fact requires sequencing and control to push back. The question will be which brands and designers are brave enough to embrace dissonance and create something that risks being considered offensive or ugly.”
Social media is a factor driving this trend, believes Kelli Miller, creative director at And/Or. “We live in an age where humorous trial and error has an easy and temporary home to live on in social media news,” she emphasized. “Work isn't as long or labor-intensive as it used to be, which makes it easier and less risky to try new things quickly. I love that fun punk rock spirit, seeing what people are doing is really funny and interesting.”
A positive element of this graphic design trend is that people are not getting fussy with their work, but there is a potential downside, she adds. “I think it's very important to be aware of what's too trendy, and keep the pieces that feel authentic and truly connected to an idea, letting the rest disappear in the news. ”
The opposite of Insta-perfection
Is the Instagram-inspired concept of presenting idealized versions of ourselves becoming outdated? “Recently, we've seen a huge shift in the way brands are impersonating people so that audiences feel a more authentic connection,” said Jennie Potts, design director at B&B Studio. . “In opposition to the obsessive and over-filtered selfie culture, we have seen the rise of unedited images that use real people rather than models and represent a diversity more real form.
“Brands are realizing the power in celebrating their customers instead of promoting just an outdated aesthetic,” she continued. “This is already happening mostly in fashion and beauty, but I think we'll see it expand to other areas as we move forward this year.”
Focus on the Alpha generation
Graphic design trends. In case you haven't caught up, those born in the 80s are in their 40s, Gen Z is in their 20s, and the focus on brand experts is starting to fall on Generation Alpha: those born came out in the 2010s. “Generation Alpha is now about 9 years old,” explains Lee Hoddy, creative partner at Conran Design Group. “But they are underage, they are provided for rather than influencing family dynamics and spending behavior; So, brands ignore them so far.”
Generation Alpha interacts with technology more naturally and instinctively than any generation before it, and this will influence brands' touch points and microbehaviors in profound ways. “Brand moments become lighter, more empathetic and more inclusive. It becomes sophisticated, intelligent and meaningful in daily activities.”
As a result, Hoddy predicts, many brands will no longer use visuals alone to communicate with customers. “Instead, they will create interfaceless moments that surprise and delight to create long-term brand loyalty. If you are lucky and interested, the opportunities for designers and brand guardians are many.”
Organic look and feel![]()
During the 2010s, we saw more and more brands and design packages focusing on organics, wellness and the natural environment. And now, that trend is being enhanced. “This is a response to our precarious relationship with our constantly depleted planet and our increasingly connected and fragmented lives with digital technologies, lives rich in data but short on time.” ,” said Andy Capper, creative director at Echo Brand Design. “We all crave greater openness and transparency, and we're seeing text, color, imagery, packaging and product design influenced by that.”
He gives a few real-life examples. “From a digital lifestyle brand like Uber, we are seeing a lightness and simplicity, through their use of more accessible typography with fewer capital letters, more rounded lettering and clear images, with natural themes. In recent campaigns from Nike and Adidas, we see a great authenticity in style and image, focusing on real people in less staged environments, reflecting a desire for more direct conversation.
“Natwest and Monzo, banks old and new, are embracing softer, more natural color palettes and stripped-down images, a big step away from the authoritarian and autocratic banks of old. And we're seeing tech product companies embrace aesthetics and materials that are inspired by nature and blend in with our homes. Than shiny black tech blocks of old gentle forms and interesting textiles are being combined. What is lost is the hipster world of colorful, complex and masculine objects for consumer brands. What's new is the minimalistic graphic package brand identities again. Good Things Brewing Co's identity. is a great example of a simple yet richly meaningful presentation.
Action for sustainability
Graphic design trends. The focus on sustainability right now is not only influencing what design looks like, but design is also adapting itself. “Many brands are trying to make a positive contribution by shifting towards innovative approaches to packaging, such as using recyclable or ethical sources of materials,” says Charlie Smith, creative director at Charlie Smith Design. “The inks we use, the different finishes we see and the materials we highlight are contributing to a trend of re-cropped design, and this trend is poised to gain momentum. force until now.”
“The global issue of sustainability and the impact of climate change is a theme that overlaps across the designs and creative ideas of our product teams,” said Steve Austen-Brown, creative director created at Avantgarde London, speaking. “This theme resonates across the brands we work with, and across all design approaches. Our approach to sustainability has become important in the way we handle 3D spatial design. Materials, and the life-cycle rescue and reuse of structures and environments, are revealing the way we think about design.”
Alex Halfpenny, design director at Elmwood, has a similar view. “As designers take more responsibility for the assets they help to create, the desire to seek sustainable materials, techniques and finishes is top of mind as each new piece of information emerges. ," he say. “These include more environmentally friendly alternatives to things like metal foil printing, attractive premiums while reducing raw material costs, embracing natural paper stocks and techniques are simplified.”
14. New perspectives on gender and sexuality
Changing attitudes towards gender and sexuality will certainly have a huge impact on how the industry will develop in the coming year. “Design to date will be more human-focused, celebrating individual benefits and attractive product attributes, rather than just being for one person,
” Lee Hoddy said. “We will see even more brands move away from the traditional “This product is designed for a woman, therefore it's pink” approach, and instead celebrate individuality. chemistry and the real people behind the products.
“Our job as designers will be to be a more critical friend, to challenge what is designed, what it says and why,” he continues. “How brands behave and position themselves in this environment will raise questions with consumers who could have lasting impacts on sales and profits.”
Take character design as an example. “We are seeing a rise in gender-neutral characters in advertising,” Davide Baratta emphasizes, “which are a reflection of what is happening in the real world, where increasingly Many young people are identifying as gender neutral.”
A rebellious spirit
Graphic design trends. We live in chaotic times, and this is having a clear impact on the creative industry, believes Maisie Benson, designer at B&B Studio. “People are turning to individual activism to try and cope with a growing sense of social unrest, and we're seeing this assertive rebellion in design,” she explains. “Verbal recognition and tone have never been more important, and 2019 has seen an increase in the bold repetition of words and sentences in typography. We also see more outlined typography, a visual resistance to traditional rules of legibility and message delivery. And brands that try to recreate this aesthetic in an authentic way are bound to feel the antagonism.
Designers are being energized by changemakers at the grassroots level, and are also aware of their own ability to shape change, she added. “So we're seeing letterforms inspired by the handwritten protest messages on the Berlin Wall, as well as the handwriting of Greta Thunburg.”
Curro de la Villa, design director at 72andSunny Amsterdam, offers a similar opinion. “Overall, I feel that 2020 will be the year where imperfection and rawness becomes a mainstream vibe, embraced by major brands in their visual identities, like never before. ever before,” he said. 'While invisible designs are becoming easier and more present in functional designs in phone UIs, global companies want to go a different route and look more human, instead change the unpolished and almost throwaway tone: gone is the visual language that belongs to small disruptive startups or fashion brands.”
He felt it was a good thing. “It gives designers a chance to experiment, almost subvert typefaces, use bold and unexpected layouts, absurd white spaces, neon colors… all combined in unique ways. crazy way, embracing imperfection. This is happening in nearly every field, and I love the experimental aspects of it. We see it in photography: I love the clutter of Dexter Customs' website and its imagery. We see it in the way the content is compiled: the layout of The New York Times Magazine's online articles is always a thing of beauty. And we see it in typography and 3D, like in Thom Yorke's latest 3D animated music video.
The design depends on the device
Do you develop a website that can work on any device? Or make a device-specific app that only works on devices of the same type as the iPhone? Harry East, co-founder and creative director at Equals Collective, believes that in the coming year, you'll need to do both.
graphic design trends “so far, we will continue to see the gap widen in responsive design,” he said. “Despite similar designs, the designed experience will become perfectly suited to the platform consuming it. Expect to see websites and web applications designed with unique experiences for each version. Our experiences are now consumed very differently depending on how they are viewed and used. The best web experiences will be defined by their ability to meet new design challenges and engage users with unique designs that suit different platform experiences.”
Cause-based branding![]()
The days when brands avoided taking stances on social and political issues are long gone. And that trend will make its mark more than ever, believes Adam Murdoch, veteran art director at Grady Britton. “Marketing focused on equity will continue, as brands continue to demonstrate they 'believe people are equal and have important values,'” he predicts. “But what will change now will be investing real money in the real causes behind their messages.”
Immersive experience![]()
We've been hearing about this for a while, but Dave Gee is convinced that 2020 will be the year of augmented reality (AR). “We predict that AR and the use of immersive experiences will dominate the design industry in the coming year,” he said. Why now? “With tools like Spark AR, and developments in phone and camera technology, creating professional content is a lot easier,” he argues. “As a result, brands are turning to AR to increase engagement and revenue.”
Mark Davis, creative director at me&dave, is humming a similar praise. Graphic design trends “Something that has made waves in design is a focus on experiences, and I think 2020 will see a renaissance in this approach,” he said. he spoke. “It's about allowing customers to become part of brand experiences rather than remaining a passive recipient of endless orders. The way to do that is by linking digital technology with real things.
“Digital cannot exist in isolation,” he argues. “It needs to be merged with real-world experiences in a seamless and intelligent way, and brands like Burberry are masters at delivering these types of experiential engagements. Graphic design trends They recently used WeChat to create a similar social event with a high-profile launch, including livestreams, forums and even 360-degree virtual tours of the artists. physical exhibition, directly connecting with people using personalized content.
“Obviously, few companies have the deep pockets of Burberry, but break the formula and you've got a blueprint for an authentic, engaging brand experience that invites people to become part of the narrative. your story. The best way to sell experiences is by experience: this essence must be at the forefront of strategic design thinking in 2020.”
Make your brand's story believable
Storytelling has become a mainstay for brands in recent years. However, Andy Askren, partner and director of design at Grady Britton, believes brands will be under greater pressure than ever to create authentic and trustworthy stories.
“Many brands, both old and new, will work to tell 'the people' their stories, however they can,” he predicts. “This has been going on for a while, but it's going to explode this year.” And what visual tricks can designers use to aid this effort? “There will be a constant look to the past for inspiration,” Askren believes. “Heavier, more rounded typefaces mixed with larger, more pronounced serifs, drenched outlines and design cues will be the hot stuff.”
Uncertainty
Graphic design trends. In a world that seems to become more unpredictable, perhaps the only sure prediction we can make about graphic design so far is that anything is possible. “Nothing is going to get fancy so far,” says Alex halfpenny, design director at Elmwood.
“From rich and diverse color palettes to flexible typography and process-generated brand identities, design itself will have to move faster to keep up with an unstable political and cultural environment. on-demand and shorten society's attention span with a little patience and a little appreciation for previous generations' meticulous approach to design that endures, but ultimately, remains unchanged. .” So get ready, and good luck.
So I just introduced to you the top 20 latest updated graphic design trends today, hoping to help you a lot.
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