Marketing design is an ever-evolving arena. As with marketing overall, what works to engage audiences one year might not be popular or effective in the next. Agencies like Infinity must constantly stay agile and adaptable. After all, we need to be prepared to adopt new, exciting, and effective design elements, ideas, and trends to meet the needs of our clients.
With 2023 in the books, it’s time to look to the future – and consider the marketing design trends we can expect in 2024. We looked to our design experts to hear their insights and predictions; read on to discover what they think!
Over the last few years, we’ve seen dozens of companies collectively and progressively streamline their logos to simpler and simpler versions. In 2024, expect this trend to continue (possibly to the distaste of some consumers).
Brands like Apple, Spotify, Google, and PayPal have whittled away the complexity of their logos with each passing year. For example, Google’s logo is now a simple, rainbow “G”: far more basic compared to earlier iterations that spelled out the complete brand name.
Why the commitment to simplicity? For many brands, it might be due to one big reason: logo legibility. These days, a brand’s logo has to be legible and easily recognizable anywhere, anytime, and on any potential platform. A simpler logo on a smartphone looks more similar to its counterpart on an HDTV compared to a complex, “busier” logo.
Of course, whether or not simpler logos and wordmarks are truly good is subjective. Time will tell whether the industrywide push for simplicity hurts or helps brands in the long run!
Standing out from the competition is critical in any market. So it’s no surprise that 2024 will likely see 2023’s design focus on bold and bright colors continue, especially alongside monochromatic brand designs and color schemes.
Bold colors pop out on smartphone screens and are easier to associate with successful brands in specific niches. Think red for Coca-Cola, blue for Twitter-now-known-as-X, and pink for Lyft. You’ll also find companies using black and white to excellent effect; Nike is an easy example.
In 2024, we may even see brands combine their streamlined logos with similarly simple color schemes. The possibilities for design flexibility and versatility – especially in regard to digital materials – are excellent, even if the resulting designs perhaps feel a little less creative than materials with more varied colors and shapes.
Speaking of shapes, we expect a lot of companies to alter their brand designs to incorporate more basic iconography with simpler, oftentimes softer, shapes. We’re not just talking about logos here – you can see it in the seemingly ubiquitous “Corporate Memphis” art style used by hundreds (or thousands?) of brands in the modern marketing era.
Characterized by exaggerated body proportions and contrasting colors, Corporate Memphis exemplifies the trend toward basic icons and subjects seen on many brand materials, like marketing emails, website landing pages, and more. This art style is certainly versatile, though some consumers have already started to clue into the fact that it’s everywhere because it doesn’t say or stand for much. When every brand uses the same art style or basic design principles, they all start to look the same, too!
2024 could see a pushback against the Corporate Memphis style and similarly basic shapes for people, products, and environments in favor of more creative styles. That’s where design experts at agencies like Infinity can assist by capturing the unique and essential attributes of a given brand to better connect them to their target audience.
The above shift toward basic design elements and shapes hints at another 2024 marketing design trend: a focus on minimalism. Minimalist design makes heavy use of clean lines, uncluttered visual elements, and ample white space.
Examples of minimalist brand design can be seen in the marketing of Apple, Google, Uber, Airbnb, and so many other companies. There are plenty of smart reasons for this; as mentioned above, simpler design elements often help to make logos or even brand products stand out in crowded markets.
But minimalist marketing design is also likely to be increasingly popular in 2024 since it works well with mobile platforms. Now more than ever, brands need to be able to market effectively to mobile users. Minimalist websites and advertisements load quickly on smartphones and are easier for viewers to recognize quickly as they scroll through content.
Artificial intelligence tools like ChatGPT have been the talk of the proverbial town for the last year, and we expect that to stay the same in 2024. In the design space specifically, AI tools might play a much bigger role in accelerating design processes in certain ways.
Rather than replacing designers outright, AI technology can make their work easier and smoother, enabling agile agencies to produce ever-better solutions for their clients (especially if time is short). On top of that, certain AI tools may help non-designers integrate with the process without running into hiccups or hurdles.
Khroma, an AI-driven design platform, is a good example. It allows non-designers to pick and choose colors that they want for a marketing project, then combines and adjusts the chosen hues into a harmonious color scheme in a matter of seconds.
Popular design tool suites, like Adobe, have also launched their own AI tools, and designers at agencies like Infinity are already making good use of them. Adobe’s Generative Fill enables designers to quickly add or remove image elements faster than ever – often with just a few clicks!
Ultimately, AI will continue to change the digital design landscape. More than any other trend, this particular transformation is likely to have the largest impact on the industry in the long term.
The future is always in flux, but Infinity’s design experts are confident we’ll see these five design trends grow over the next year – and maybe even beyond. Whatever comes, Infinity Marketing is up to the challenge, and we’re excited to lean into upcoming design trends to flex our creative muscles!
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