Trends are inevitable in all aesthetic fields, from fine art to fashion to, of course, graphic design. Each aesthetic movement lets creators present things in ways that stay interesting, especially when the tricks and flourishes of the old seem exhausted.
On the other hand, trendiness also has a downside. Items that rely solely on novelty or shock value become irrelevant as soon as a trend is on the downturn. With this in mind, following the latest design trends should be approached with caution: when is it worth keeping up and when isn’t it?
In design, you’ll find clues to the answer in examining the other constraints of a given project. What will it be used for? When? What resources do you have? And most of all, is it on-brand? You’ll find that these considerations will help you decide whether to follow new design trends or not.
That said, here’s our take on when to try on a trendy look and when to let it slide.
When to Go With the Flow
While some trends enjoy an extended run, many can last for just a few seasons. As such, a good guideline is that trends are best used for projects that either won’t run for long, are quick to produce, or both.
Seasonal campaigns or limited-run items, for example, are a good choice for implementing trends. There’s no expectation for these to stick around, so even if the design trend they’re following falls out of favor, it would have already served its purpose.
Limited edition Absolut Vodka packaging
Absolut Vodka did this with its limited edition Dia de Los Muertos packaging. It features imagery befitting the occasion, which is rendered in popping colors and geometric patterns, both of which have been major graphic design trends this year. Normally, neither of those stylistic techniques would fit the drink’s branding. For a limited edition design, however, that only makes it feel all the more special.
Of course, being able to ride the wave of a trend requires that you be quick on your feet. As such, designs that have only a few assets are also a great choice for riding the crest of a trend. Even if that trend doesn’t enjoy a particularly long run, replacing the assets—the worst case requirement—would require little effort. And by then, that particular design would have already gotten what you needed from its time in the spotlight.
Another good opportunity to work trends into your design is with collaborations with other brands. Seeing as you’d need to find a compromise between both brands’ visual identities, a current fashion might provide the common ground you need.
When to Stick to the Same
If designs that are quick to produce or meant for a brief run are ideal for trying out new trends, then the opposite is true, as well: it’s best to be conservative with designs that require several assets or have to stick around for a long time. Because of this, projects like major website or interface redesigns usually fall into this category.
It should be noted that where digital designs are concerned, the issue of trends can’t ignore technological developments. UI design trends, for instance, have been heavily influenced by the development of mobile technology. As phones and tablets continue to change, so will common UI elements. Web design trends are similarly affected by browser and internet standards.
Ultimately, the final consideration will be if the design trend suits your intended purpose. Design, after all, isn’t just about making things look good—it’s about making things that people can and will use.
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