The research behind my design essay

1. Prevailing trends of design in the modern era and how its
developed over time?
The modern worldhas become a muchmore user friendlyenvironment, everything is becoming more easilyaccessible and
manageable, as well as more distinguishable andrecognisable, with large companiesandcorporations followinga
simplistic designnarrative, resultinginsome of the most recognisable brandnamesaround; from Apple andMicrosoft, to
Adidas andNike. It seems as though the general Populus have become more and more favourable ofsuchdesign
techniques in the modern era, to a point wherebyeventechbrands such as Apple have become desirable fashionitems in
their ownright, alongside the likesof Louis VuittonandGucci. One couldrelate apples techdesign to that ofanyother
company, including countless mobile phone competitors acrossthe market, suchas Samsung, Huawei and Sony, but none
of them share the sheer iconic logodesignof apple andtheir products andthat’s whythey’re able to charge extortionate
prices comparedto that of their rivals, because much like a designbrand, apple is desirable, distinguishable and
recognisable in everycorner of the planet.
With so manylarge-scale changes in the worldover the past year, brands haven’t been able to take manydesignrisks this
year. Theyalsohave to doa lot more withless thisyear. So, I believe theyare going to reallyrelyon oldfavourites like
muted colour palettes, serif fonts, andsimple data visualizations for clear communication. Things that invoke a sense of
calm, understanding, andpositivityina chaotic world. Boldcolours, brashfonts, andinyour face marketingisn’t goingto
work now or intothe future.
Dominant Graphic DesignTrends leading into 2021
Muted Colour Palettes
Muted colours are colours that have a lowsaturation(as opposed to vividcolours). Mutedcolours feelsafe andsecure,
even strangelynostalgic. Theycanalso feel natural and organic. That’s whymanyhealthandwellness brands, tend to
adopt thismutedcolour technique.
Simple Data Visualizations
The goal of anydata visualizationshouldbe to make the complex data easyto understand. We are livingina time where a
lot of data is constantlybeing circulated. Simple data visualizations canmake communication more effective.
Geometric Shapes
As of 2019, designers used a lot of flowingandabstract shapesintheir designs. This year, theyhave been replaced with
rigid, hard-edged geometric shapes and patterns. The hard edges of a geometric shape create a great contrast against
muted colours.
Flat Icons and Illustrations
Manybrands are using flat icons andillustrations in their social media graphics, website design andmore. Icons can be a
powerful tool for visual communication. Witha simple icon, you cancommunicate and resonate meaning ina far lesser
space, thanwords would take up. Plus, illustrations are drasticallymore creative andalluringthan basic stockimages.
Classic Serif Fonts
Serif fonts are one ofthe oldest font styles stillinuse. Theydate all the wayback to the 15th century. Because ofthis, serif
fonts are commonlyseenas classic, elegant andtrustworthy. Theycanevoke a feelingof nostalgia. That’s whywe see
manyfinancial servicesandcompanies usingseriffont intheir marketing collateral, its recognisable andwelcoming
towards its demographic.
Social Media Slide Decks
A lot of people have beensharing slide decks onInstagramand LinkedIn. They’re a visualwayof communicating lengthier
messages, thana single image post. That’s whywe’ve seen somanysocialjustice, political andwellnessaccounts sharing
slide decks. On topof that, the algorithms on Instagramand LinkedInseem to promote these slide decks, far more thana
single image.
Text Heavy Videos
People will likelycontinue to work remotelywell into2021. That means shooting newvideocontent is goingto be difficult.
Videos that make use of on-screentext to communicate messages, are a wayof gettingaroundthat. Insteadof needing a
whole production team to a create a video, brands cancreate a simple text heavyvideoin a fractionof the time.

2. Stunning graphic design trends ofthemodern day
With the year 2020, graphic designtrends have reached animportant milestone. It’s the dawn ofa new decade, and
graphic designis poised to reach newheights as designers beginto define the era. There’s a feelinginthe air that anything
can happen—that we are about to witness the next evolutionof graphic designas we know it.
1) Cyberpunk colour schemes
Our streets might be cloggedwith electric scooters instead offlying cars, but considering howthoroughly
computers have integratedintoour lives (right downto our pockets!) it does feel like we’re living inthe future. In
graphic design, futuristic themesare oftenexpressedwithcolour—especiallybright andoversaturatedhues that
we don’t typicallysee innature. These colours are associatedwith cyberpunk, a sci-fi genre that usuallydepicts
dark, futuristic, neon-infused cities, like inthe movie Blade Runner. Inpractice, cyberpunkcolour schemes create
surreal experiences for viewers that theyare unable to experience inreal life, like the otherworldlyve getation
covering Pepper Pack Design’s packagingbelow. Their brightnessalso makes designs feel friendlyandinviting,
despite the fact that theyare shamelesslycallingattentionto themselves. In cyberpunk, neoncreates pleasant
splashes of colour against a dark cityscape, andlikewise, designs that take advantage of colour schemes like
these canbrightenupour own, sometimes gloomyworld.
2) Street art styles
Graffiti andstreet art techniques have a retroappeal to them, conjuring upimagesof the 70s punk scene, the
neon 80s and the grungy90s. But in2020, this trendis more thanyour average comeback. Street art’s returnto
graphic designis ripe for our particular moment intime. Over the past decade, learningdesignhasbecome more
accessible thanever before. That means there are a lot of new kids onthe block who’ve hadto make a name for
themselves on their own, anethos that fits well withthe DIY aesthetic ofstreet art. Withits inherent edginess
(given its associationwith vandalism), graffiti is also a movement of jubilance and freedom, ofbreakingbonds
and protestingconvention. That’s what makes the photo backedbystreet art inAnton Siribaddana’s designfeel
like it’s going to leapoffthe screen. All inall, the street art trendis the perfect aesthetic to get us feelinglike the
future is inour hands.
3) Ultra-thin geometry
As a fundamental element of graphic design, lines express the form andnature ofanobject. Geometric lines
illustrate objects that are man-made andtechnological, whereascurvylines represent more natural and organic
forms. In 2020, we are seeing designers merge these line stylesto achieve impossible shapes. These designs are
basedonstable geometry, but theystill manage to feel transient and ethereal. Theylookme tallic but drift like
smoke. Ultra-thingeometryis sleek, abstract, anddifficult to pulloff without computer assistance, which is
probablywhyit’s popular intechandindustrial branding. Thisstyle seems to expressthe future oftechnology—
something lessand lessphysical the deeper we venture into“the cloud”—and speak to the mysterious
possibilities awaiting us in the coming years.
4) Paper cut-out collages
Manycollagestryto trick the eye intoseeingone cohesive image where several exist. But the collagesof 2020
have nothing to hide. Designers are mixing images that clearlydo not belonginthe same universe, suchas
illustrations andphotographs. Ditchingseamless photomanipulation, theyare leavingimageswith the angular
edges and white outlines that come from quick-and-dirtycutting andpasting. The effect is to straddle the line
betweencontrast andharmony, bringing together these disparate elements in a kind ofasynchronous beauty.
While theyare visuallystriking, collagesare largelyon the artsier side, making themgreat for editorial
illustrations, posters, andbookcovers. InOtomPotom’s blogcover images, for instance, mismatched elements
are brought together in a surrealistic fashion to illustrate the abstract topics the content wills peakto.
5) Hand lettering with big personality
Typographyhas always beena critical element of graphic design. In the digital age, wheneverythingmust make
immediate sense to new users, typographybecame veryfunctional bynecessity. But inrecent years, type has
become bigger, bolder andmore experimentalinways that we have not seen since print ads andmagazines of
days gone by. Designers are provingthat even a compositionthat limits itself to white space andtext can stillbe
adventurous withboldtypographic forms. In 2020, the trendof larger-than-life type will continue, but ina more
humandirection. Custom handlettering is alreadyextremelypopular, andbrandedtypographywill followby
becoming more colourful, imprecise, andeccentric. This can be achievedwithlettering that comes alive like the
examplesabove. Letteringcanpersonifyits subject matter (like the Beast Mode logo) or be offbeat and
nonidentical (asinCrazyPlant People) to give a sense ofthe people behindthe brand. Inthe years to come,

3. consumers will be craving designs craftedbyhumanhands, andit’s upto designers to deliver type that will speak
to them.
6) Dystopian aesthetic
Thanks to our cultural obsession withshows like “BlackMirror” and“The Handmaid’s Tale,” dystopia is finding a
voice ineverymediumimaginable. Dystopia (the opposite of utopia) generallyrefers to fictional, futuristic worlds
that have takena wrong turnsomewhere intheir history. From a designstandpoint, dystopia finds expression
through cold colour schemes, mechanized typography, glitchart techniques, andimagerythat merges techwith
organic matter or excludes humans from the scene altogether. Though the genre largelydepicts a future gone
wrong, things aren’t always as hopeless as it seems. Dystopia often takesthe form of a cautionarytale, reminding
us to keepour eyes openand wary. So far this trendshows up mostlyinillustrative mediasucha s album covers
and t-shirts. While it canbe unsettling, these stylesare effective ways to get viewers to pause andre -examine
the worldaroundthem. Dystopia is a trendwith something to say, and its popularitysignals that in 2020
designers are grabbing the microphone.
7) Hyper-pastiche
No graphic designtrends list wouldbe complete without a vintage inspiredlook making some form of comeback.
What makes 2020 unique is hyper-pastiche: designers won’t revive one specific era but prettymuchall of them.
Whether it’s Victorianor Medieval, Art Deco or Art Nouveau, past art styles are mergingwith moderndesigns in
one massive chronological collage. On one level, the graphic design trends 2020 are payinghomage to their
forebears. They’re seeking ways to redefine the digital aesthetic, andwhobetter to turn to thanthe oldmasters?
This is whyan Art Nouveauflourish transforms what could be a basic letter mark for Madeline Jordan
Photographyintosomethingspecial. On another level, designers are taking advantage ofthe contrast between
our digital images and past aesthetics to appeal to an old-world grandeur that is so often lost invectorized
simplicity. BebopGuitar Seriesbelowgets the best of bothworlds byfusingvector shapes with1920s Harlem
Renaissance abstraction. The challenge of pastiche is to make these disparate aesthetics feel like each one is
contributing equallyto a cohesive piece. If done well, the effect is to eradicate the line between analogue and
digital—maybe for good.
8) Continuous animation sequences
Though it canbe a steepinvestment, animationis one of the most powerful ways to bring a brandto life, andit
has become increasinglycommonplace online. Thisis usuallyinthe form ofmicro interactions andexplanatory
motiongraphics, andif there’s one group ofpeople who want to pushthe boundaries beyond the commonplace
and the usual, it’s designers. In2020, continuous animationsequences heightenimmersionwithseamless
transitions that build each scene inreal-time out of the elements ofthe current frame. Thisis useful for brands
who want to take their viewers ona journey, making them feel as though theyare flying through anever-
morphingworld. Animationis alreadymagical, anddynamic transitions like these keepthe spellfrom breaking.
9) Bevels and chisels
By creating3D forms out of hardlines, the bevels andchiselstrend harkens backto the classic struggle between
skeuomorphism and flat design—except that designers have come up witha solution that incorporates both. On
the skeuomorphic side, these designs subtlymimic real-life objects (like raisedbuttons, engravedcoins or
bevelledstone), but they’re constructedout of flat colours. The end result is a flat image that looks tantalizingly
real enoughto touch. 3D stone-cuttingtechniques are particularlyhelpful in designs for digitalscenarios, suchas
app icons andbuttons. Theycreate a tactile experience for users and mitigatesthe endless flatness that
dominates the visual aesthetic of screens.
10) Live data visualisation
In 2020, complex live data—like dashboard stats—will become evenmore immediatelyavailable, anddesigners
will needto showcase informationina waythat adapts to changes and dynamicallyanimates. The concept is not
unlike the visualizations on music apps like Windows MediaPlayer that interpret soundwaves intoabstract
graphics. Froma stylistic standpoint, designers are goingfor a distinctlydigital look withdark interfaces, heavy
blues, abstract polygons andtypographyreminiscent of VHStechnology. Thisis data that comesfrom a computer
and is not trying to hide it. This style is alsoa marriage of manyof the graphic designtrends listed above—neon
colour schemes, organic geometryand dynamic animations. The effect is to feel as though you’ve been
transporteddirectlyintoa mainframe where you can witnessallof thiscomputer magic happening in real time.

4. From vintage to modern: The future, present, and history of graphic design
The history of graphic design: creating creativity
Art Nouveau
A graphic design response to the industrial revolution, Art Nouveau formed the bridge between modern
graphic design and historical academic art. Much of the “New Art” movement involved organic vine-like
lines, elegant curves, and ornate typography. In a world where digital displays require design to be far
less complex, Art Nouveau design has become an outdated element of graphic design for most. However,
the soft colours and flourishes may contribute to vintage graphic design strategies.
Modernism
Modernism became part of the history of graphic design during the 1950s. This style is characterised by
the deliberate decision to reject artist styles of the past, emphasising experimentation with new
materials and techniques instead. The aim of modernist graphic design was to create artwork that
reflects the nature of modern society. Bold colours, simple shapes, and modern fonts areall common
elements of modernist graphic design.
Art Deco
The Art Deco graphic design movement became popular during World War 1. For many, it was a spinoff
of modernism and a way for graphic designers to show the luxury and beauty of simple shapes and
typography. This art form is lavish and authentic, with plenty of geometric shapes, contrasting colours,
and symmetrical patterns. The idea was to createa sleek sense of elegance that symbolised wealth and
sophistication.
Swiss style
Often referred to as “international typographic style“, Swiss style unsurprisingly originated in Switzerland
during the 1950s, and it’s the basis for a lot of the development within the history of graphic design
throughout the 20th century. Swiss design continues to influence the field today, thanks to its focus on
legibility and simplicity. Graphic designers using Swiss-style focus on typography and sans-serif fonts,
rather than sketches. For instance, the Microsoft logo might be a good example of Swiss design.
The Digital era
Today, modern graphic design has come a long way from the traditional hand-drawn glyphs and imagery
of decades past. Ever since the launch of the Mac computer, more people than ever before have had
access to hundreds of tools and solutions that make graphic design more efficient and complex, at the
same time. The modern world doesn’t have one single style to speak of. Instead, graphic design today
focuses on the trends and expectations of the industry.
Graphic design today: How theworld has changed
Companies are investing more in graphic design
The number of people investing in graphic design companies has gone up astronomically. Technology
ensures that brands have more opportunities for exposure online. Those who want to interact with their
clients in a memorable way need an image, and that’swhere graphic design comes in.
What’s more, the online world means that companies can analyse real-time data and find out which
graphical elements are having the best impact on their business. This means that brands aren’t just
investing more into designers, they’re also getting a higher return on investment too! Graphic design has
become a global conversation between brands, their customers, and the people with the creativity to
bridge the gap.

5. Clever content marketing and graphic design
Back when graphic design first became a fundamental part of marketing, artists focused mostly on
designing logos and advertising media for their clients in the form of leaflets and banners. Graphic design
was an occasional purchase, but today, it’s a consistent part of a solid branding strategy. In fact, some of
the best companies in the world use graphic design every day with their social media marketing and
content marketing efforts.
In a world where customers want to build stronger, more unique connections with companies, stock
photography and dime-a-dozen images won’t do. Graphic designers now have the power to set
organisations apart in the digital landscape, with visuals and brand photography that can capture the
attention of an entire audience.
New channels to explore
Speaking of content marketing and social media, graphic designers are now embracing a range of new
skills to power their craft. In the past, designing media for a company was all about explaining what the
business did in the most effective way possible. While that’s still a common component of graphic design
today, there are so many new concepts to think about too.
For instance, psychology and buyer behaviour now plays a part in graphic design. Many branding experts
look at things like the psychology of colour, and the impact of shapes to make sure they’re conveying the
right personality for each client. At the same time, designers aren’t only creating imagery for a single
platform anymore. Logos, visual identity assets, and graphic design elements all have to perform equally
well on apps, mobile devices, and larger screens too. This means that new disciplines like “responsive”
design” have emerged in the design world.
Modern graphic design: Thetrends we’re seeing today
Simplification
Today’s customers are busier and more rushed than ever before. They don’t have the time to deal with
companies who can’t convey their personality and intent within the simplest possible graphic. In the past,
companies who wanted to make a big impact would go big, bold, and even complex with their logo
designs and websites. Today, simplicity is the key to success.
Bold and bravecolours
If like us, you’ve been keeping track of the trends in logo design and branding recently, then you’ll have
noticed the overwhelming amount of colour that emerged in 2017. Graphic designers have begun to
make bigger and bolder choices combined with flat graphics and simple shapes.
Brand distillation
Lately, it seems that modern graphic design is on a path towards trends that are simpler, yet more
immersive at the same time. The history of graphic design has evolved to a point where experts have
recognised the importance of customer experience, and what that means to visual content.
Function has overridden superfluous design details today, and brands arestriving to reduce their core
assets, while simultaneously packing more meaning into every element. For instance, YouTube has
dropped the name almost entirely from their brand portfolio, reducing everything to one simple,
effective image. Graphic design doesn’t have to be complicated anymore. It just needs to mean
something and make an impact.
A balancebetween dreaming of the future, and remembering the past

6. One trend we’ve noticed recently in the graphic design environment is that there’s an almost equal
desire for designs that push the boundaries of cutting-edge imagery, and concepts that hark back to
vintage styles. In a world that belongs to multiple generations of consumers, designers are beginning to
think more carefully about whether they want to appeal to the futuristic generations of tomorrow or the
older customers who crave the innocence and simplicity of their youth. Vintage graphic design has
become a common component of a lot of branding elements. Hand-drawn elements, simple lines, and
unique typography can all be a great way to tap into the nostalgia behind a certain brand or give more
heritage to a new company.
Data will changethegame
As mentioned above, the digital revolution has changed the way that graphic designers approach the
industry. We’re no longer making assumptions about clients but responding to specific needs based on
the understandings gleaned through studies, surveys, and online metrics. For instance, as businesses
began to discover that more people were browsing websites from their phone, they learned that graphic
design for their websites had to be more responsive, and ready to work with any device.
As artificial intelligence and machine learning enters the design space, it may even be possible to
determine how people feel about a brand without asking them. Things like sentiment analysis could lead
to more intuitive design practices.
Individuality will becomemore important
Of course, while the digital world has a lot of benefits to offer modern designers, it also comes with its
own share of unique challenges too. Today’s customers know that graphics experts have countless
resources at their fingertips that they can use to understand their needs. With that in mind, they expect
brands to createmore personalised experiences in everything they do – from logo design to content
creation.
Whether companies areinvesting in B2C marketing or their B2B marketing strategy, they’ll need to use
modern graphic design to show their customers that they understand them if they want to establish
loyalty. Something as simple as using hand-drawn images for your audience instead of stock photos, or
animations instead of static pictures could be the key to turning prospects into brand advocates.
Responsivedesign may become more responsive
You might have already heard of a concept known as “dynamic” advertising. This is when the ads a
business shares with a customer changes naturally according to that consumer’s buying behaviour. This is
a great example of how we’re using data to personalise the customer journey. Today’s graphic design
artists are already creating unique imagery for different email segments or banner ads. However,
tomorrow, this responsive marketing could move to the next level.
As we learn more about human behaviour, graphic designers might be able to use different colours and
images based on what they know the customer needs during a specific stage of the buying cycle. For
instance, if a prospect feels nervous about buying from an organisation, a graphic designer could create
an infographic in soft blue shades to put their mind at ease.

7. creative typography will continueto rule
Finally, now that type-setting software is less expensive and easier to use than ever, the rateof new fonts
being produced each year has reached an astronomical level. While we might not know the exact
numbers, it’s safe to say that it’s getting harder to create type that stands out.
In a couple of decades, graphic designers hoping to distinguish themselves through type aregoing to
have a hard time setting themselves apart from the crowd. However, as we’ve seen in recent years,
creative typography is still one of the best ways to capture the attention of an audience. Designers who
can find a way to overcome common fonts and connect with new customers on the behalf of their clients
are sure to lead the way.
BIBLIOGRAPHY
1) 99designs
2) Britannica – Phillip B. Meggs – 02/04/2020 (most recent update)
3) Fabrik
4) Shillington – Hilary Archer – 09/04/2020
5) Shutterstock – Ryan Taylor – 17/07/2020
6) uxdesign – Dawid Tomczyk – 16/01/2020
7) VENNAGE