Recap of Design Trends of 2024
by Natasha Stewart
Recap of Design Trends of 2024
As 2024 winds down it is an ideal time to reflect on the past year’s design trends. Last January we predicted the Top 8 trends of 2024: diversity, the nostalgic power of texture (both patterns and photo-centric), experimental fonts, eco-inspired accents, technicolour contrasts, simplicity and the unmistakable impact of AI. These trends gave us a year of fiery and wild contradictions, the perfect definition of the year of the Dragon. Designers embraced this metaphor and roared throughout the year.
The trends we predicted and followed:
1. Diversity: Representation is what 2024 is all about. Designs that are a real portrayal of the world, the real world — not staged, not airbrushed to perfection — it is people — think the multi-disciplines of the CAC campaigns or HydroOttawa’s use of varied silhouettes to represent their clientele. The AODA requirements for products remind us to use designs that are easy to follow with logic and common sense with text easy-to-read in terms of colour contrast and placement.
2. Colour: Retro-futuristic aesthetics — especially ones inspired by Y2K, cyberpunk, and early 2000s styles — made a comeback. Bright neon colours, gradients, and 3D renders inspired by early computer graphics are commonly seen, adding a modern twist to the nostalgia trend. The revised Canadian Centre for Climate Services brand is an excellent example of this.
3. Typography: Even with accessibility on the mind, designers are enjoying the freedom and whimsy of the easy availability of sketch-, bubble- and imperfect serif fonts. With clever design and a little foresight interesting fonts can be used as headlines and still follow AODA requirements. Check out our CAC Annual Report cover for a fun example of this.
4. Texture: This trend is part of the AI blow-back where clients want a more human touch — sketches, gradients, and repeating shapes, surrounding and highlighting important information. It’s playful while maintaining a corporate and polished look. The GrowCanada 2024 conference branding boldly exemplifies this.
5. Nature: With sustainability in mind, many brands are moving towards minimal, eco-friendly designs using muted colour palettes, earthy tones, and simple typography to signal a connection with environmental values. Biodegradable and eco-conscious materials have influenced package design. These along with an increase in organic (silky, grainy, flowing) Photoshop effects/action allow designers to let the outside in. The Department of Fisheries and Oceans’ Spatial Plan lets the oceans speak for themselves.
6. AI-Generated and Augmented Imagery: AI-generated designs and augmented reality were expected to shape graphic design significantly, with many predicting that designers would increasingly use AI for idea generation and visual augmentation. AI-based elements are being used to enhance productivity, experiment with new concepts, and create more unique visuals. Check out Megan’s reel on Instagram on how easy it is to manipulate images.
Not predicted but embraced:
1. Chaos and Maximalism: Marketing and social media have embraced collage-style layouts, eclectic visuals, and “organized chaos”. This trend often uses layered images, experimental typography, and mixed media to create a visually intense, engaging design that defies traditionally balanced clean layouts, while maintaining a polished and professional look. Check out our International Design Day post for a fun example of this.
2. Motion Graphics and Kinetic Typography: Motion graphics and animated text were forecasted to become staples, especially for digital branding. This prediction has come true in spades, with kinetic typography and short animations frequently used in social media content, advertisements, and website designs to add an interactive, dynamic element. Health Products Stewards uses an example of this in their social media campaign for the National Safety Dose Day see the post.
Throughout the year, graphic design has aligned with some of the predictions made at the beginning of the year. Communications have always been a reflection of what is going on in the world. With increasing drama and chaos ruling the news, designers have chosen to reflect it with colour and whimsy, nature and a little chaos itself. Technological innovations have given designers the tools that allow them to value social priorities and give their art a loud voice to be heard. Storytelling, the need to stand out, and maintain humanity have always been top of mind but highlighting these has been trending this year.
As designers draw inspiration from a vast array of cultural influences, rich, dynamic visuals are created, challenging conventional norms. A blend of technology and artistry enhances the visual experience and communicates meaningful messages that reflect the current social climate. As a result, graphic design in 2024 is not just about creating appealing visuals; it’s about fostering connections and promoting awareness through thoughtful and inclusive design.
