5 Design Trends to Watch in 2020
Selling a product is, oftentimes, more challenging than you might expect. It’s an art form, if anything — a carefully curated blend of brand character and personality, value propositions, marketing strategy, consumer opinion and, last (but certainly not least) design. In many ways, the visual presentation of a product acts as a consumers’ first impression — and while it may not be the only catalyst to purchase, it can surely catch (and hold on to) a potential buyers’ attention.
Now, as we near the end of the first quarter of 2020 (which, admittedly, has been a trying time for all of us) we as designers have to be aware of current design trends and how they matter to consumers. With this in mind, we wanted to share with you five of the key design trends we witnessed a few months ago at Anuga.
1. Pastel Dreams
Never underestimate the power and impact of a brand’s color palette. With the right mix of color, brands can create a unique presence on the shelf and differentiate themselves from other brands in the same category. In recent times, designers and consumers alike seem to have a soft spot for contemporary pastel hues. Utilizing a more subtle color palette, which also works harmoniously with darker hues. Brands can soften the overall aesthetic of a product. These lighter hues may include light yellows, soft greens, or pale blues — and they also happen to pair nicely with today’s personal décor styles.
2. Patterns
That being said, the harmonious use of pastel palettes doesn’t mean designers aren’t finding ways to mix it up. Patterns and textures are becoming a popular option for brands hoping to make a prominent visual statement. These patterns introduce elements that are popular in modern ‘decor’ and include geometric shapes, floral accents, and other contemporary elements. Some brands are introducing patterns or combination patterns into their design to create a visually compelling identity that conveys a modern, crisp aesthetic.
3. Playful & Whimsical Designs
Another key trend across the biggest brands in the world right now is their brand story and the way in which they convey the pillars of their brand (their ‘why’, their personality, and their values) to their audience. From a design perspective, we see this come to life within ‘playful’ packaging; a trend which first gained traction in Europe and is now moving to Canada. As traditional industries are now disrupted by cutting-edge, start-up innovators, we’re witnessing more playful and ‘whimsical’ design that presents a more individual care-free, personality-driven (or at times edgy) approach to design. The craft beer segment is using this in a big way, often creating labels that are eye-catching and playful in nature (look no further than Flying Monkey’s ‘Hopitcal Illusion’). Not only does this help to differentiate smaller players from legacy industry giants, but it also helps to leave a lasting impression on prospective consumers.
4. Custom Typography
The more prevalent use of custom typography, specifically customized unique typefaces and hand-drawn typography — is a growing trend again this year. This helps brands convey a personal, casual, or artisan character flair look to their product. The use of hand-drawn typography helps present uniqueness and authenticity. Outline typography, on the other hand, helps to ‘open up’ a design and create depth that pairs nicely with other design elements. Fortunately, with the scope of tools available to designers today, we can purchase a plethora of fonts or customize our own with ease, opening the possibilities to the creation of eye-catching logos and brand-specific solutions.
5. Intense Color
Although pastels are prominent, I witnessed another trend in design: the increased use of bold intense colours across many brand categories. The carefully thought out combination of bright, bold colours, through the introduction of vivid duotones, and ‘loud’ color palettes and gradients helps to present a brand aesthetic. Combined with other design elements, this can set the stage for a truly stand-out product that is guaranteed to gain audience attention.
Written by Rob Sraka our Owner and Founder