2021 IN
DESIGN
2021 in design:
THREE TRENDS TO LOOK OUT FOR
JOSH SAUNDERS CO-FOUNDER
A new year always offers us an opportunity to hit “reset” – which is more appealing now than ever.
The last 12 months shaped the way we see the world, and good design acts as mirror to these shifts. Here’s a look at three ways designers will utilise these human insights to shape spaces and communications in the year ahead.
01. Personal Touch
Experimentation has been a driving force in the personalisation of communications and spaces.
The focus has moved away from perfection, exploring different ways of making and becoming more process-oriented. All about an original narrative, makers explore different materials and mediums.
In digital design, this approach is all about layers and mixed media.
Personality is key, and is coming through in contemporary design across the board.
In typography the focus here is on statement fonts, scale and varied strokes.
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The “more is more” approach is an example; eclectic and alive. In the interior space the trend has been dubbed “grandmillennial” – less themed than minimalism, the aesthetic is filled with personality and luxury. The look is hard to get right and requires balance and consideration in all design spaces as it plays with variety in colour, texture and pattern.
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02. Au Naturale
Given the chaos and upheaval that marked 2020, we are all due a little comfort. Muted, natural palettes are reassuring.
They lend an identity a warmer, more trustworthy and friendly feeling. Days spent cooped-up inside have left the world dreamer of greener pastures. Literally.
Lush palettes, combining earthy tones and pops of naturally occurring colours are on-point. Interiors are seeing an emphasis on natural materials – especially rattan – and synthetic fabrics like polyester are becoming no-nos. Think organic cotton, recycled polyester, and linen as prime candidates for 2021.
In print this translates to uncoated paper, and natural edges and of course speaks to greater consciousness around environmental impact of packaging where the key to successful design will be in reducing single use or unnecessary components. Another key-trend here is cottagecore: The simple, pastoral life as an escape from the dangers of the modern world, fetishizing the wholesome purity of nature and the outdoors.
“These notable shifts in aesthetic are a natural mirror for the shift we’ve all experienced; embodying a global push towards gentler living, being kinder, more considerate and acceptance.”
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03. Positivity
Positivity will drive inspiration in 2021. Allow this positivity to lead your creativity into the new year and you can spark the same with your design.
Bright colour, duotone and bold typography will make their way into everything, from brand identity to illustration.
The aesthetic includes psychedelic and fantasy art and nostalgia – an incredibly valuable tool over the past year, as the world navigated unpredictable and unprecedented times.
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Part of the positivity trend is a focus on activism. Brands that stand for something has become the new mainstay of consumer expectation. Friendliness and approachability are also key here, bright colour, illustration and dynamic shape own the year.
Interaction is something we are all missing right now, so in digital design there has been a big push towards interactivity and experience dictated by the user:
These notable shifts in aesthetic are a natural mirror for the shift we’ve all experienced; embodying a global push towards gentler living, being kinder, more considerate and acceptance. Maybe the spaces, objects and communications we create highlight our collective goals for the future? If this is the case, we can all breathe a sigh of relief and look hopefully towards the future, because tomorrow will be a little brighter.
