Over the last year or two, I’ve noticed a certain style emerge in brand and product design.

(this article originally appeared on DESK magazine)

Look at the graphic below and you’ll see it. The colors are soft and muted, the shapes rounded and the typography unobtrusive. It’s what you could describe as clean. It’s approachable. It’s inoffensive. It’s almost… cute.

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Zoom out and you’ll notice this particular aesthetic is everywhere.

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As a designer, you can choose your response to it. Some, seeing how it’s proliferated in the tech world, may call it unoriginal. …


Tobias van Schneider

Self-taught Designer & Maker. Un-Employed. Founder of https://www.semplice.com/ Formerly Spotify — More About me: http://www.vanschneider.com

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