4 Global Cultural Trends and Their Impact on Typography, Fashion, and Corporate Culture / ITech content

Contents:

• Design trends of recent years
• Transformation of corporate illustration
• In conclusion
• Full recording of the webinar on design trends

We continue to examine current design trends. Nina Zakharova and Philipp Tretyakov have already discussed the visual solutions that will become popular in the near future, as well as the reasons for their spread. These trends are shaped by changes in culture, technology, and consumer preferences, making them important for understanding the modern market.

We'll discuss trends from a broader perspective. How do they emerge and disappear? Why do fonts, illustrations, colors, and aesthetics lose their relevance? Is it possible that something once considered trendy will become popular again? Trends in design and visual culture depend on a variety of factors, including social change, technological innovation, and cultural influences. They can be temporary or become classics, returning in a modified form. Understanding these processes will help us better navigate the changing world of design and predict future trends.

Head of Content in the W1D1 app, author of the Curiosity Archives channel and newsletter.

Graphic designer and art director, as well as co-founder of the ESH Gruppa studio, with extensive experience in creating visual concepts and developing unique design solutions. In my work, I focus on combining creativity and functionality, which allows me to achieve high quality standards and satisfy client needs. My goal is to create memorable and effective visual communications that will help brands stand out in the market.

Design trends of recent years

The trend emerged and developed thanks to effective marketing strategies.

The fading popularity of content is due to audience overload, as well as the fact that many artificially created trends and memes have a short lifespan. These factors negatively affect the retention of user interest and contribute to the rapid loss of relevance. The creation of original and high-quality content is becoming essential for maintaining audience engagement and interest.

Outlook: Visual trends will continue to be key characteristics of 2023. Visual elements play a vital role in shaping the perception of brands and products, and this influence will only increase. With the rapid development of technology and changing user preferences, the emphasis on visual content will become even more significant for attracting attention and retaining audiences. In 2023, companies should focus on creating unique visual content that reflects their values ​​and engages their target audience.

Greta Gerwig's 2023 film "Barbie" helped propel the color pink into fashion and culture. This vibrant color has become a symbol of style and inspiration, encompassing various aspects of life. Pink has become not only a fashion trend but also a reflection of a new perspective on femininity and individuality. The film's influence is felt in everyday life, interior design, and social media, where pink hues are actively used to create bright and memorable images.

The film has caused a global shortage of the pink paint shade Rosco. This interesting fact highlights how cinema can influence the industry and demand for certain products. The filming process and the use of unique color schemes in films attract the attention of not only viewers but also producers, which often leads to unexpected consequences.

The flurry of pink became a striking example of a trend with a short life cycle. It quickly gained popularity and disappeared just as quickly, which is largely due to the influence of marketers and influencers. This color, which has become a symbol of a certain time, demonstrated how quickly fashion preferences change and how social media can accelerate the emergence and disappearance of trends. Importantly, such changes in fashion highlight the dynamism of the modern market and the need for brands to adapt to new conditions.

• The marketing campaign was a huge success. Initially, Mattel, the company that created Barbie and produced the film, launched a series of its own collaborations. The Barbification mechanics were picked up by others, including those without Mattel's participation and at no cost to the brand.

• But like any big sociocultural phenomenon, barbification didn’t look fresh for very long. Audiences quickly grew tired of it and began to view it critically.

The film "Barbie" initiated the phenomenon of girlyfication, which manifested itself in vivid visual imagery and an emphasis on feminine themes. When brands that had previously been unconcerned with gender issues begin actively employing such strategies, audiences can perceive it as an attempt at manipulation. Skepticism arises from the perception that companies are seeking to profit by exploiting female identities for commercial purposes.

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Color plays a vital role in our lives and environments. It can evoke emotions, influence mood, and even human behavior. In nature, color helps distinguish objects and attract attention, performing important functions in the ecosystem. In design, color is used to create visual hierarchy, convey information, and build a brand. Understanding color theory allows you to effectively combine colors and use them in various fields, such as art, fashion, and marketing. Color can also influence the perception of a space, making it more cozy or, conversely, cold and unhealthy. The correct use of color helps create harmony and improve quality of life.

This trend emerged and developed amid a general interest in Web 3.0, the shift to online during the pandemic, and the active growth of technology startups and Meta initiatives.

The waning interest in platforms was due to their technological unpreparedness. This limited functionality and degraded the user experience, which in turn negatively impacted the acquisition of new users and the retention of existing ones. Technological shortcomings, such as slow performance, a lack of necessary updates, and a complex interface, were the main factors contributing to this process. Improving technology and adapting platforms to modern user requirements are key steps to restoring interest and increasing competitiveness.

Outlook: Although the current trend has faded into the background, it is sure to return under new conditions. This indicates that changes in consumer preferences and the market environment will create new opportunities for its revival. It's important to monitor trends and adapt to them to avoid missing the moment when a trend becomes relevant again. Innovation and changing contexts can lead to their reworking and updating, opening up new horizons for businesses and consumers.

The COVID-19 era has brought interest in the metaverse and augmented reality tools into society. This topic has become relevant and discussed, developing its own unique aesthetic. While not entirely new, it incorporates elements of retrofuturism and cyberpunk, lending it a special charm. Virtual and augmented reality technologies open up new horizons for interaction, allowing users to immerse themselves in alternate worlds and experience unique experiences. It is important to note that the development of such technologies continues to influence culture and art, creating new opportunities for creativity and self-expression.

There was a feeling that we were truly immersing ourselves in the metaverse, and this trend would become sustainable. However, the reality turned out to be different. Many expected virtual reality and augmented reality technologies to become the norm, transforming our interactions with the digital world. However, significant barriers to mass adoption emerged, including high hardware costs, the need for infrastructure development, and data security concerns. As a result, interest in the metaverse has somewhat waned, although the technology's potential remains significant. It is important to continue exploring the possibilities of the metaverse and its impact on various areas of life in order to return to this trend with renewed vigor and ideas.

• In the post-COVID era, people wanted to experience the real world again - many realized that they were not ready (yet) to lock themselves off online forever.

• The level of technology development has been overestimated.

The aesthetics of the future digital world to which we aspire are gradually fading into the background. While augmented and virtual reality technologies such as AR/VR, Metaverse, and Apple Vision Pro await their development, people's attention is focused on pressing real-world problems. The development of these technologies requires time and resources, making us more aware of important social and economic issues that require immediate solutions.

Philip Tretyakov is a renowned figure in his field, possessing unique skills and experience. His achievements and professional path are inspiring to many. Philip actively shares his knowledge, making him a valuable expert. His work covers various aspects, including innovative solutions and effective approaches in his chosen field. Philip Tretyakov strives for continuous development and improvement, which underscores his dedication and desire to make a meaningful contribution to his profession.

The trend has become widespread due to the convenience of this design technique and the ease of its recreation. This approach allows for the creation of attractive and functional solutions, making it popular among designers and developers.

It faded away due to the loss of expressiveness – it was literally worn out. The loss of individuality and originality led to it becoming less noticeable and interesting. It is important to maintain uniqueness and not let external factors overshadow creative potential.

Prospect of a comeback: it will reappear after it's been forgotten for a while.

In recent years, a cute visual element that could be easily integrated into a user-friendly identity enjoyed immense popularity. However, sticker bombing became overly trendy, leading to a loss of expressiveness and fatigue among many users.

Despite its simplicity, this method will likely remain in the shadows for a while, but will soon come back into fashion in design with renewed energy.

The trend remains relevant.

In 2017–2018, many fashion and tech brands began actively simplifying their logos and identity elements, eliminating unnecessary graphics. This trend was driven by the need to improve legibility on screens, as well as a desire to refresh their image by renewing their creative teams. Simplifying designs allowed brands to adapt to modern visual communication requirements and create more memorable images.

Many brands are losing their recognition and connection to their heritage due to the simplification of their brand elements. This is especially critical for luxury brands, for which identity and tradition play a key role in maintaining status and market appeal. Maintaining uniqueness and historical value is an important task for such brands in today's market.

In 2023, brands actively resumed the use of their historical logos, seeking not only to reclaim their heritage but also to attract long-time fans. This trend is a response to growing consumer interest in authenticity and tradition, allowing companies to strengthen their connection with their audience and stand out from the competition. Reviving classic logos helps create a sense of nostalgia and trust, which is especially important in today's marketplace.

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The best logos in the fashion world are a reflection of the uniqueness and creativity of brands. They not only represent the company but also create an emotional connection with customers. An effective logo in the fashion industry should be memorable, stylish, and easily recognizable. It is important that it reflects the values ​​​​and philosophy of the brand, and also corresponds to modern trends.

Fashion logo designers often use minimalism, bright colors, and original fonts to distinguish their product from the competition. A high-quality logo can attract attention and create a positive image, which is a key factor for successful promotion in the fashion world. It is important to remember that a good logo should be universal and easily adaptable to various advertising materials and platforms.

The aesthetics of the digital future we strive for are gradually fading into the background. While augmented and virtual reality technologies like Metaverse and Apple Vision Pro await their development, people are increasingly focused on pressing real-world problems. Amid the uncertainty and challenges of everyday life, the importance of solving pressing issues becomes paramount.

Philip Tretyakov is a name associated with outstanding achievements and significant contributions to his field. He is known for his innovation and commitment to excellence, making him a prominent figure in the professional community. Through his unique approach and deep understanding of his field, Philip has achieved success and earned the respect of colleagues and clients. His work inspires many, and his experience and knowledge help develop new ideas and projects. Philipp Tretyakov continues to contribute to the development of his industry, making him a significant player in the market.

The Transformation of Corporate Illustration

The trend for using neutral and thoughtful illustrations in visual communications arose and gained popularity thanks to large corporations. They began integrating such images, with their friendly nature, into their projects. This illustration style was developed with an emphasis on the ability to quickly, easily, and cost-effectively create thousands of vector images. This allowed companies to effectively communicate with their audiences while maintaining a professional and attractive visual style.

The decline occurred because it became a visual symbol of insincerity and "cold" digital communications. In the context of modern communication, where technology prevails, the importance of sincerity and emotional connection is especially relevant. People strive for authenticity in communication, and visual symbols associated with inauthenticity are losing their appeal.

The prospects for brand illustration systems continue to evolve, offering convenient tools for audience engagement. These illustrations are becoming more dynamic and emotional, reflecting brands' desire to establish close connections with customers. As a result, corporate styles are transforming, acquiring more playful and even informal features. This approach helps brands stand out from the competition, creating a unique image and increasing consumer loyalty.

Since 2017, simple vector illustrations with abstract human forms, in various colors and sizes, have become an integral part of the branding of many companies in the tech industry. This neutral style, characterized by simplicity and rapid creation, has become so widespread that it has become necessary to transform illustrations into something new. This has led to a search for unique visual solutions that can distinguish brands from competitors and attract the attention of the target audience. In a constantly changing marketplace and consumer preferences, adapting vector illustrations is becoming an important aspect of a company's successful visual representation.

Designers are increasingly drawing inspiration from "live" magazine styles, seeking to make corporate illustrations more expressive and natural. Examples of such approaches can be seen in companies like Notion and Mailchimp. The use of pencil, naive elements and bold shapes allows us to “give character” to corporate brands, creating a more personalized image for clients. This trend emphasizes the importance of an emotional connection between a brand and a consumer, helping to create a unique visual language that sets a company apart from its competitors.

Blob characters, bright and layered images with expressive eyes, have become a popular alternative to traditional gradient forms in the branding of tech companies. This trend is not new, but it has recently gained momentum. Blobs add personality and emotional appeal to visual content, allowing companies to stand out from the competition. Using these characters in design helps create a more human and accessible image, which is especially important in today's digital world.

3D technologies are actively being introduced into corporate illustration. Three-dimensional characters and illustrations are now becoming an integral part of visual content. Using 3D in design allows for the creation of more expressive and impressive images, enhancing brand perception. Simplicity of forms and vivid details promote better information retention and increase audience engagement. Incorporating 3D illustrations into a corporate identity helps differentiate from competitors and effectively convey key messages. The advancement of 3D graphics is directly linked to the emergence of new technologies and tools that simplify the creation process. Modern 3D modeling programs are becoming more accessible, allowing both professionals and novices to realize their ideas visually. This is fueling growing interest in 3D design and expanding its application across a variety of fields, such as gaming, animation, and architecture.

In conclusion

Full recording of the webinar on design trends

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According to a court decision, the activities of Meta Platforms Inc., which provide social networks Facebook and Instagram, are prohibited in the Russian Federation. This decision is based on accusations of extremist activity.

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