As a creative director and brand designer, I’ve realized that trends have a limited impact on the long-term success of a brand’s identity. It’s tempting to jump on the latest trend in the hope of increasing the reach of your designs. However, I firmly believe that trends are fleeting and have no place in creating timeless branding.
Recently, I watched a highly-respected designer discuss the 2023 design trends to watch for. To my horror, they mentioned that “bad design” would be a movement to expect this year. 😱 It’s disappointing to see that bad design is being promoted as a trend, especially when it’s just a fast fashion approach to design. It’s like wearing something today and trashing it tomorrow.
Fashion trends often precede graphic design trends, and over the years, many collaborators have requested “bad design” for platforms where it would increase their stats. I knew it was coming. It may work for a moment, but it’s not sustainable in the long run.
What’s more important is powerful design that communicates the brand’s message effectively. Timeless and accessible design has staying power for years to come. This style of design may take slightly more planning and confidence to execute than others, but it’s worth it–A Chanel blouse, not a cobalt sweater knockoff.
Brands should strive for powerful communication through design, not just follow the latest trend. Timeless, accessible, and powerful design has a staying power that fast fashion design could never achieve. So, while trends may come and go, timeless design will always have a place in creating a successful brand identity.
What’s your take? Has following a trend worked for you? Tell us in the comments!
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