In the marketing world, we usually say that the brand is a company’s face and no one wants to have a face that looks unfriendly or that doesn’t catch people’s attention. From colors to illustrations and typography, when we connect all these elements we create a solid and consistent identity for our brand, which leads our audience to empathize with us.
Just like we talked about digital marketing trends in the last article and suggested and group of practices that you can adapt to elevate your business, in today’s article we’ll follow the same logic, but focusing our efforts in the graphic design, so that you learn exactly how you should show your company to your clients and potential clients.
1. 3D abstract design with texture
Even though this trend isn’t particularly new, it’s expected that it will be intensified during this year. More than that, it will be improved: design will be more realistic, with a touch of different textures, like glass, plastic, paper, metal, among others. Most of the times, the textures allied with the object aren’t real, which creates an illusion effect that will easily catch the eye of your consumers. More than being 3D, this type of design will become more and more abstract and you’ll see it interlaid in the middle of the text and accompanied by unusual geometrical shapes.
2. Light lines and minimalism
Opting for a lighter and more elegant geometry is the ideal path to choose if you want to catch the attention in a much more subtle and less extravagant way. This trend provides a calmer and more sophisticated experience, while it enhances the importance that minimalism has been achieving over the last few years. More and more, the brands would rather communicate through a simplistic and friendly design using primary colors.
But what minimalism has really adds on to the experience between brand and consumer is the ease of interaction with the interfaces, which allows these consumers to find the content they’re looking for much faster. We’ve seen this type of design winning more ground on the digital world, but on 2020 it will also grow in the printed layouts. Additionally, it will also transform itself into a warmer and cozier minimalist, with colors like beige and pale yellow, while running way from its cold and meaningless reputation.
3. Tailor-made illustrations
The number of brands that creates its own illustrations is getting bigger and bigger, since it allows them to strengthen even more their identity and to give a customized touch to every action that the company develops. Therefore, this will also help consumers to easily recognize those brands every time they stumble upon one of their efforts of communication.
With the strengthen of their identity, these brands will also create a much bigger feeling of trust. This type of illustrations offer a closer experience to the audience, allowing it to connect with the brand in a deeper level. Integrating these illustrations into all your marketing actions might involve spending more time and money, however, keep in mind that, more and more, people buy products/services depending on the brand behind those, so this design trend might be a good measure to put in practice.
4. Sustainable design and cause-based branding
With all the attention turned to the various environmental issues, nowadays, the brands look for new ways to stand out from the competition, and they do so by adopting more sustainable practices. That means that even designers need to adapt their creative process and elevate it to a much more innovative level, which might involve changing the materials used in the production of your products, reusing and recycling those materials, choosing more ecological inks, among other options.
Just like they support the resolution of climate issues, brands also focus their marketing strategy on other causes. Cause-based marketing – and, therefore, cause-based branding – will become more sharp, with a special focus on environmental and equality campaigns (gender equality, racial equality, etc.). What will change this year is the placing of real funds in these types of causes.
5. Live data visualization
The amount of data analyzed by companies and that’s later communicated to their audience grows day by day, demanding that they create dynamic and simple communication actions that are easy to adapt to new changes. To do so, companies develop live data animations, usually associated with dark interfaces, with heavy colors and abstract illustrations, which meet other design trends for 2020.
6. Hand-writing and bold typography
The more, the better. This has been and will continue to be the main rule when it comes to marketing actions typography, however, we’re seeing a more human style. Designers will continue to place their bets in big and bold types of lettering, with artistic effects that are more and more customized. However, the experts also predict that we’re going to see a lot more hand-writing styles, which had lost their place on design in the past but are now regaining it, on the online and offline world.
7. Asymmetrical layouts
Keeping in mind the transmission of a bolder message, brands will create more asymmetrical layouts, that only reveal a few parts of the total picture. This demonstrates that, nowadays, consumers feel more attracted to marketing actions with imperfect and human designs. This is how the live and abstract design trend was born.
In the beginning of this article, we stated that a brand’s identity is build based on elements like colors, illustrations, and typography. Even though we talked about these last two, we’re only going to go deeper into the 2020 color trends in next week’s article. So, stay tuned