Do you remember a time when digital design looked like this?
We called it skeuomorphism. And it was the shit. Most digital interfaces relied on visual metaphors from the real world to communicate function and help users navigate this new digital space. Since then, everything’s changed. Many startups have now emerged as top global companies, all the while revolutionizing traditional industries like travel, news publishing and retail.
“The world’s largest taxi firm, Uber, owns no cars. The world’s most popular media company, Facebook, creates no content. The world’s most valuable retailer, Alibaba, carries no stock. And the world’s largest accommodation provider, Airbnb, owns no property.”
Tom Goodwin, Havas
Consumer-users are now very familiar with this digitization of products and services. I know this because my mom now send me texts filled with emojis! As a digital designer, I’m pleased to see that this digital fluency is now being translated to other mediums as well, namely print and display advertising. Many advertising campaigns now rely on digital metaphors to communicate ideas.
Here’s what I mean ;
Have you noticed any other manifestations of this, or similar executions? I’d love to see them.