2021 Design Trends
Like most things, the world of design is ever changing. This year we decided to ask a few of our designers what they foresee will be the trends in 2021.
Read what they have to say!
Miranda Reese — Lead Product Designer
As Marty Neumeier says in The Brand Gap, “A brand is not what you say it is. It’s what they say it is.” But in 2021, a brand identity now includes what a company has been saying, or perhaps not saying. Consumers have their identity strongly tied to what they purchase. As Neumeier also says, “while features and benefits are still important to people, personal identity will become even more important.” Expect more consumers asking what a company stands for, so they can really put their money where their mouth is. Although, approach this with caution, be authentic and sincere in your message, as pandering will result in the opposite effect. It’s a time to consider what values and messages a brand or company conveys. Does everyone know and believe this message? I highly recommend reading “The Brand Gap,” even though it was written in 2003, it has many applicable lessons that can help the ever changing landscape of brand identity and design today.
Joy Park — Product Designer
A design trend I’ve been noticing from social media graphics is the usage of blur and grain effects, along with “chaotic” typography that seems to fall under the similar realm of brutalism. Subtle grainy filters have already been a trend in the photo world with the reintroduction of film cameras and the retro aesthetic, but these grainy textures are more intense and pronounced when used as a design element. Paired with blurred images and unapologetic typography, this design trend is a stark contrast of the bright gradients and pristine designs we’ve seen in previous years. This trend evokes a certain grunge, gloomy mood that appeals to the younger demographic and is certainly an eyeful to look at.
Moy Zhong — Product Designer
Although we spent so long trying to run away from tacky Microsoft Paint-like aesthetics and word art fonts, design has pushed its refined flat-color and oversimplification agenda too far. From the “shape-ification” of the Smucker’s logo’s strawberries to the loss of the dog and cat of the PetCo logo, we’ve somehow equated illustrative and playful design as “unrefined.”
Luckily, the overabundance of “clean designs” has brought out the charm of the unrefined: textures, asymmetry, mixed media, grit, and a tad of clumsiness. We’re seeing gaudy gradient shading, funky fonts, clashing colors, and sketchy silhouettes of the 2000s and before in full-force but mixed with new perspectives of a new generation. Design has always been cyclical, I suppose, but even the cycle brings something anew in the technologies and environments we work within.
Moreover, I think people discovering or rediscovering a liking to art and design during the pandemic has helped the resurgence in “home-grown,” “beginner” experimental designs. With more designers bringing back experimentation into the field, we’re learning to appreciate the tacky and loving designs “leading” corporations told us weren’t good designs — especially aesthetically. I’m excited to see fresh directions and that art and design are becoming less intimidating for people to try and share.
Hannah Pratte — Lead Marketer
Objects in 3D or that are three-dimensional seem to be making a big appearance in 2021. In a way, I think it’s showing us that VR (Virtual Reality) will be the next big design landscape. It’s prepping designers, especially ones in the product design or UI/UX arena, to start thinking visually in these terms. How we think about traditional design when developing products for consumers and how they interact with it, will look very different. Getting comfortable with how objects are created in 3D compared to 2D will be pivotal for any designer entering the industry. People want to feel as if they are experiencing something, and when you create an object that looks like you can stretch your hand out and grab it, then the scenario is more relatable for the user. So, yes, this is a trend that I expect to see not just in 2021, but in the years to come.
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