After a long, hard year navigating the extremities and chaos of the pandemic, many seek solace in the contemplative and quiet oasis of home. Most, so overwhelmed by recent events, have shifted their focus to small, worthwhile and day-to-day experiences. Clients, tentative and cautiously optimistic as the promise of vaccines offers some relief, remain wary, as these are only expected to arrive much later in the year. In order for brands to soothe these reservations and enter these private oases, sincerity is key. Gone are the days of sterile, disingenuous design proposals — personal touches and connections promise to unite people once again after many, isolating, months apart. By implementing the following design trends into new branding strategies, companies can build a foundation clients will come to depend on, even trust.
Tone it down
Muted tones of every variety are set to make a comeback. Nervous that your message won’t be communicated? Don’t be — pastel tones and moody autumn hues set off text wonderfully while making for easy, digestible reading. As health and wellness products continue to find their spot in the sun, these organic tones are predicted to do well. Moreover, colour palettes tend to have a trend lifestyle of about three to four years, so it’s well worth the investment. Besides, it’s practically effortless to liven up this look with hints of brilliant shades once the genie escapes the bottle again. of brilliant shades once the genie escapes the bottle again.
Lose the fluff
Simple data illustrations or infographics are recommended in order for the information to really sink in. Text heavy and vapid graphs are out… it’s time to get back to basics. Highbrow, bothersome and overly academic charts are being exchanged for more user-friendly, approachable styles. Keeping with this simple-minded design aesthetic, the use of flat colours, geometric shapes and quirky illustrations are in vogue. Eye-catching and fun, these elements will provide a moment of cheer and pep in a consumer’s day during trying times. As an added perk, they’re easy to transform into icons and to add to logos, delivering a consistent and polished effect across the board.
All hands-on deck
Social media algorithms favour the slide deck or carousel layout, particularly Instagram, resulting in 10-20 times the impressions compared to the usual, single post. Isn’t two always better than one anyway? And, in this case, three is rarely a crowd. In fact, it’s been shown that users are more likely to look at all slides than at the caption below the post. These decks also have immense potential to combine video work with static images, so next time you’re stuck, try to engage your audience with an immersive experience. Remember, users are on Instagram and other social mediums to be entertained, so brands should take care to offer welcome and relevant escapes rather than forceful facts.
Bring them home
When relaying content-heavy documents and reports that can feel tedious and dull to read, attempt to evoke familiarity and authority by applying serif fonts. Serif fonts include added strokes, of which Georgia, Baskerville and Times New Roman are good examples. The font style dates back to the 1400s, making them so rich in history that they feel steady, home-spun and humble while adding a much-needed sense of whimsy. These fonts can elevate a report from dull to elegant, and are a perfect way to tie up the camel and any straying, loose-ends.
Remember your consumers change over time, so it’s important to evolve with them. Refine, reframe and reposition your brand in the marketplace using the above design trends to remain relevant. Need assistance on your brand refresh or positioning? Contact us today!
Kat is a creative intern at Rothko. Her passions include the fine arts, fashion, film and literature.