The Seasons of Design

When I was a younger designer I would seek out these predictions to stay current with industry trends and make sure I wasn’t missing out on the direction of the zeitgeist. At the time, I believed this was necessary to maintain my career momentum and keep from being fired in favor of another designer who knew that color gradients were last year’s visual treatment. I have since learned that these predictions come in all shapes and sizes. They can be insightful, bold and downright prescient, or they can be, frankly…a little silly. For example, did you know that Pantone, the color matching system relied upon by printers, fashion designers, product designers and just about every major brand in the U.S has decreed that the color of the year is yellow. Specifically, Pantone 13-0647 “Illuminating”. Sorry, if that’s not your brand color. Better luck next year. What’s more, the reputable design blog 99 Designs has decided that this is the year of abstract psychedelia. This is the year you’ll need to infuse your design materials with patterns of dogs riding tricycles or three eyed seahorses swimming through the air in your corporate headquarters. Trust me. It’s gonna be huge. On the flip side, global agency AKQA has predicted that successful brands will seek to innovate in unconventional ways, using emerging social channels to create greater human connection in a pandemic battered world. Digital agency Huge has predicted continuing innovation in the multi-player gaming space and continuing growth in home video experiences. And Smashing Magazine, an interactive industry magazine, has predicted “optimism” and “sensitivity” as the prevailing tone, counterbalancing 2020’s doom and gloom. I have to say, those last ones sound a little more insightful. But what should one take from all of these design predictions? No matter the year there are certain bedrock truths about design which should always be adhered to. The challenge in any new design is to communicate with authenticity and distinction. Let me say that again, because it’s not as fun as three eyed seahorses.