It’s all about the trend…

Erin Staz here; Graphic Designer at Sponge, and recipient of the Norfolk Women’s Marketing, Newcomer Award, coming to you with all my thoughts and opinions on the design predictions for 2024.

My entrance into the world of graphic design was closely accompanied with blogs, Instagram pages and web links that all showcased the newest, most innovative design trends. As a student navigating their way through the complex world of design, where everything is based around opinion, I felt like gathering a better understanding of what’s hot-or-not was a pretty good tool to help guide me through my university experience and into the big scary world of design.

Design trends are predicted by experts in the field, that really do know what to look out for, and know what’s worked in the past. Trends tend to stay consistent, or circle back around into fashion (exactly like how Crocs have come back into fashion again since your dad last wore them in 2002). Gradient blends are a prime example of trend cycles; while there was a period when they fell out of favour, they have recently made a comeback. To combat the flat, softer appearance of the old-style gradient, they now usually feature alongside grainy textures, fine-lined graphics and bright fluro colours to make them more interesting and current.

So, what are the design trends of 2024 I hear you ask? From looking into predictions from experts in the design world, it is clear there are varying thoughts on trends for this year. This could be because of the type of design industry they are in, or they’ve seen what works and what’s fallen flat. Packaging designers may not have the same opinions on what could be seen more frequently in 2024 as opposed to a primarily digital designer. With this in mind, I have put together my own set of predictions based on what I think could be most helpful, and have worked best in previous campaigns, and which have created the most impact and influence in my career.

Balloon Type

Bubbly, hyperreal fonts and shapes are constructed to look inflated, like balloons, or even play dough; creating a playful and bouncy design aesthetic bound to leave a memorable impression. 3D rendering has become more accessible for non-3D designers, so an uprise in this trend is inevitable. This design trend is for the more playful and approachable designs, and definitely would not work with every brief, but it sure is eye-catching and breaks the bounds of traditional design.

Florescence

This trend is a throwback to the school days! Highlighter pens, post-it notes… anything to help grab attention and make content instantly more eye-catching. Acid yellows, radioactive greens, you name it. This trend can easily sit beside gradients, duotones, and unconventional colour combinations, all adding something new and exciting to projects that really make designs both digital and printed pop.

Chunky and Funky

This design trend is very similar to how biscuits expand and merge together when baked, producing flatter, rounder shapes a bit further from what they went in the oven like. The inflation of letterforms to make them look super chunky is a trend that I have seen on the rise, allowing the text to fill the entirety of the canvas. Not perfect for content with the intent to read clearly and accurately, but one which can allow for a more abstract result, which injects a bit more fun, fluidity and energy into the design.

Dreamy Pastels

This trend is all about the teddy bear soft and candy-sweet pastel colours, creating a whimsical and dreamy aesthetic. These colour palettes are commonly seen in designs aimed towards children, however I have seen a big rise in these colours being used for audiences in skincare. I expect this colour palette to become more prominent in the world of design; giving off a playful and energetic aesthetic. For a similar vibe, check out Peach Fuzz, which was recently announced as Pantone’s Colour of the Year.

Doodles

Hand-drawn, playful illustrations create a sense of personality to a brand identity, increasing likeability, and ultimately making the overall outcome appear more ‘human’. It offers an alternative to photography or stock illustrations, where they can often become boring and unoriginal. Doodles and hand-made illustrations would work brilliantly with companies and individuals that want to set themselves apart from other competitors; bringing something new and unique to their identity. It can ultimately create a versatile style that is friendly and approachable, perfect for digital and printed media.

Researching design trends every year keeps me up to date on what to expect from the coming year, with the potential to also incorporate ideas and gather inspiration for any upcoming projects I feel like they would be suitable for. Utilising some of the hottest design trend predictions can not only benefit the appearance of the design, but can also increase audience engagement, resulting in higher brand exposure, and emphasise a brand’s relevance. It’s always interesting to see how popular trends can be applied to create a different look or revitalised appearance to a brand.

However exciting, new and shiny they may appear, it is important to note that design trends are not everything. At the end of the day, brand identity should be timeless, considered, and appropriate for the client, meaning squeezing a design trend, just because it’s popular, into a brand’s identity should be avoided. Despite this, if there is a trend that you feel would work perfectly with the brief and intention, I say go for it! Trends are there to prompt inspiration for you to take and turn into something amazing.

I urge anyone interested to have a little search on the design trends predicted in the last 10 years and to see how many have reappeared further down the line or evolved into something more current over the years. You never know, you might find something super useful!