Does This Matter? Design Trends & Modern Type Techniques

Each year new type trends are released and picked up by design houses and agencies. This year there has been more of a shift towards simplicity, negative space, alternating baselines, dynamic and disco lettering, solid shadows and kinetic typography. Are these trends important to pay attention to, especially in graphic design where communication is the aim?

Should Designers Follow Trends?

There is a lot of debate out there on whether to follow and include design trends. Designers need to, at least, be aware of the trends that come about each year. Utilizing the trends is up to the designer and the work their client needs. Trends are certain aspects of design are highlighted and focused on during a given year, they become trends because of the popularity of use.

Is it bad to use trends in design? Not neccessarily, it depends on the design and what the client is looking for. If a piece calls for a simplistic, minimal layout with solid shadow typography, then following the trend is positive. The only time this becomes a negative is when following the trend, for the sake of the trend, is greater than what the client needs for the design.

A Graphic Designer’s job is to provide designs that clearly communicate a message. This poster clearly communicates the city of New York and how industrial and trendy it is. The use of the type design trend, in this case, is acceptable.

The type trends displayed here are solid shadows and dynamic lettering. The message is clear and stands out against the illustrated busy background with a modern, bold typeface. The trends work for this poster design but this may not always be the case for others.

What Trends Should Be Incorporated?

There has been a shift to a more minimal and kinetic kind of typography throughout the year, this is made apparent in this next poster design. The type looks as if it is moving up the page with a secondary, minimal typeface trickling down the right side of the page in a vertical orientation. Both of these aspects have a lot of kinetic movement without having to animate the text and there are plenty showcased within social media this year. This trend is most effective when the design requires a bold statement.

There are other type trends like alternating baselines and negative space that have taken over social media lately, especially in the handlettering and print media industries. These trends give the typography more dynamic visual movement. These trends are useful for promoting work to capture the attention of those on social media platforms, especially for design entrepreneurs like StephSaysHello, Stefan Kunz and Ian Barnard (work below) to name a few. They all utilize type trends in their own unique ways to promote their work, shops and businesses.

Is This Important?

Is it important to pay attention to these trends? Yes. While each industry is different, paying attention to trends keeps design work current and at the fore-front of the market. Incorporating them in specific ways that fall in line with the brand identity, as these artists have, is key to successfully keeping up with the brnads’ target audience.

It is not necessary to always utilize each trend that comes about but picking ones that speak to the brand and can be successfully incorporated into brand messaging is vital to keep brands on the pulse of the market. This is why a more minimal approach has been so popular in recent years and why dynamic text has caught the eye of younger generations, with an 80’s revival, who are buying into the entreprenuerial art markets.