I recently came across a few articles announcing predictions 'by leading creatives' for Graphic Design trends in 2021, I found this quite interesting and decided to dive into a few to see what they had to say. Obviously, no one can predict what will happen in the new year to any degree of accuracy right now but it will help keep us looking forward, in optimism and solidarity. I will share my thoughts and views on each of these here to explain what I agree/disagree with and any other of my opinions.
1. Sustainability
&SMITH's designs for East African herbal tea range Kib are inspired by circularity
'The idea of developing a new, more sustainable relationship with our environment has been growing steadily throughout the 2010s. But in 2020, a year when many of us got to spend more time outdoors, enjoying wide open spaces and plane-free skies, it all started to feel a little more real and achievable.'
"We've all had a glimpse into what a greener world might be like, and hopefully, 2021 will be the year in which we heed lessons from the collective action used against coronavirus to effectively respond to climate change and other social inequalities."
OMSE's identity for Grounded a sustainable packaging brand that decomposes
Design studio Horse's identity and packaging for sustainable Good Things Brewing
- positive packaging
- practical action
- reconnecting with nature
I personally love this first trend, I agree with the thoughts that the pandemic has made a lot of us think differently and for the better. I think sustainability could really be boosted this year and excel in many areas. Not only would this help our planet but it would also be helping us. Brands have a lot of power and influence as well as a responsibility to step up and lead the way. This trend is certainly a very beneficial trend and is one I will try to be part of as well in my future projects this year.
2. Retro Vibe
Koto's identity for Meatable
Alphabetical's branding for Five Films for Freedom
'Nostalgia, in short, is at record heights. Consequently, we see a lot of retro fonts and colour palettes over the last few months, acting as a kind of graphic comfort blanket.
This approach can be seen clearly in, for example, Koto's identity for Meatable, which aims to be the first company to produce harm-free meat efficiently and sustainably at scale. It's also evident in Alphabetical's branding for Five Films for Freedom, an LGBTQ+ festival held this year, and in Everything Will Be Fine's dramatic photocopier-esque identity for Conviction Records, a social enterprise for former inmates.
With a constant reminiscence of how life was before the pandemic, I agree with the comeback of a retro style being popular within design this coming year. I'm a fan of this style and I believe it is one that will forever reoccur every year, its a very successful and clever way to involve a wider audience of all ages, some that will recognise and remember the certain features and attributes of the past, and those who will have just seen it for the first time. I therefore think that it is not just a trend of 2021 but one for many years to come.
3. Optimisim and playfulness
Pentagram's refresh for Virgin Money
Whatever happens, people will be looking to the creative industries to help uplift them in 2021, and we're predicting positivity, playfulness, colour and vibrant patterns will all make a big splash."My clients are excited about designs that reflect a more open and inclusive future." Illustrator Michelle Solomon agrees. "2021 will be all about finding ways to be positive despite challenges, in contrast to the darker vibes of 2020," she predicts. "We all need uplifting art and design at this point!"
True North's playful identity for Blackpool's men's first-ever museum
Universal Favourite rebrands men's online health clinic Mosh
- dynamic systems
What form is that likely to take? Designer Luke Tonge predicts that: "We'll see plenty of charming and witty illustration or animation, some of it 3D, and kinetic typography, as brands continue to realise the power of dynamic and friendly systems. I also think in general there'll be a lot of bold, colourful and optimistic work next year".
This is another trend I can get behind, I think the whole field of graphic design will turn to creating hopeful and positive branding, I think as a population this is something we need and that many brands will join with. I think it will be great to see a more playful side to graphic design to show limitless it can be, I think this style will also help brands reach a wider audience of the younger generation that will be attracted to this sort of branding. It will also show how fun it can be possibly inspiring more people want a career in the subject.
4. Authentic and honest
DesignStudio rebrands Oberlo
After a disruptive 2020, we're all feeling a bit raw, frazzled and cynical. We certainly don't want to be talked down to, fobbed off, or patronised by glib and empty marketing campaigns. And we believe this will be reflected in 2021's graphic design through more meaningful and authentic work, that really speaks to this audience.
Brand Brothers' identity for Dualist
DesignStudio's 'imperfect' rebrand for Getsafe
- rebel against perfection
I think this trend of authenticity and honesty is one that will work very well, people across all generations of life will always appreciate honesty over anything. It's important as a brand to be transparant and this very often works wonders in a brands favour. This is definitely a trend that is becoming more and more popular. As advertising can frequently be decieving and misleading, over promoting a product to be the best of the best for example leads to losing the trust of an audience, therefore I think this approach is the way forward.
Honesty also brings in humour sometimes and this can also be very successful in graphic design.
5. A New Summer of Love
Hugmun's acid trip poster series for a Norwegian arthouse cinema
After months of being locked down in our homes and prevented from socialising, people are craving freedom. If things start to ease up, could next year's warmer months be a new Summer of Love, with people partying and celebrating a post-pandemic world? If so, that influence is certainly going to spill into the design world.
The Plant creates Velvet Underground-esque branding for Covent Garden's Seven Dials Market
Folch's 'fluid and energetic' smiley typeface for Acid House Barcelona
This trend I love, after looking into the 1960s 'summer of love' back in college I fell in love with some of the artwork produced at the time including Wes Wilson's iconic psychedelic posters. The summer of love was an important revelutionary movement that stood for world peace, love and anti-materialism and much more. To see something similar to this happen again could be exciting for the design world, similar to trend 2&3 of retro vibe and optimism & payfulness, this is a trend I like the idea of and fully support. I think it could open up doors for different styles of design not seen before to become popular.
6. Coming Together
Shanti Sparrow's identity for Shillington's Spring graduation exhibitions
TWA rebrands the Museum of Ice Cream
2020 was the year we were reminded of how important community is, in terms of the creative community, our local community, and the community of humankind as a whole. Consequently, we predict that human-centred design is going to be a huge trend in 2021. "The creative community really joined forces this year to shed light on our real heroes. I see this trend continuing into 2021 with a focus on mental health and climate change." says Tom Berry, founder and creative director of Studio Bennü.
The last trend is one I enjoy, I think the efforts to communicate coming togther and connecting is super important right now and buliding back connections will be a huge part of 2021 as the restrictions begin to eventually relax. Showing this through graphic design will encourage audiences to build up a strong community. The two examples above are clever ways graphic design has promoted teamwork, working toward a common vision and encoraging people to connect. I think a lot of brands will use similar concepts and ideas this year to keep spirts high and people positive.
I've enjoyed looking into what the creatives think 2021 will involve, most of the trends I agree we will see a lot more of and I'm excited to see what design is used and what becomes popular. It was a bit of fun to get thinking about the year ahead and whats possible to come.
At the end of the year I might do a round up of what trends happened and which didn't so much reflecting back on these predictions. Hopefully overall its a more happy year and we can see some new styles appear.