Design trends: What is coming in 2020 (and beyond)? - Part 2

Corporate Identity: The design of the brand and its return.

We are in an era of a new kind of homogeneity, enabled nd reinforced by data and AI. This means that the popular, the bestseller, the top model - according to statistics - is becoming increasingly popular, and the appearance of the most popular marginalizes all other expressions and creates a monolithic identity. From the choice of fonts to colours, illustrations and photography. From the "thousand-year-old pink" that was the trend in 2018 to the current trend of the "start-up look". Hyper-pure, sans serif typo logos that were - literally - written out. Everything, on a solid colored background with a silhouetted product image. Everything, just the same.

What works, will (still) be copied.

It is somehow amusing (and at the same time alarming for brands / designers) that we have reached a point where a "design" can be applied to really everything and that good design really sell anything: luggage, toothbrushes, shoes, cosmetics, animal products, lingerie, insurance. No matter what it is. Once an AI has found the perfect "design", "everything" could look like this.

The only thing that helps is to be an extremely well known and recognizable brand. With clear values and a sharp, tailored design.

At the same time, besides the "new" design becoming more and more similar, in 2019 we have a big comeback of the 90s in fashion design. It is a kind of nostalgia, but under the surface it is a signal that people are longing for more differences in their personal expression. And yet want to express themselves in very different ways.

Design trend: Personalization 2.0 not only for 2020

When markets adopt a new design-oriented and user-centric approach, their development happens in a way that is both tangible and perceptible. As consumers, we expect more and more from the products we bring into our lives, and this could not be more true for 2020.

What makes the future particularly compelling is how universal and very personal it will be. Products will be tailored (taken from the data that has been gathered on you) and formulated to your exact specifications, based on lifestyle, usage and even genetics. No two people are the same and, in the context of personalization, your own name on a soda is no longer enough. The design must and should be truly unique. Innovations like these bring the life-enhancing properties of products to their greatest potential.

UX-Design is not only a design trend but also a trend-setter.

In 2020, we will see new systems for discussing and measuring the impact of our own work beyond the individual user to ensure a holistic approach. This includes decisions that influence engagement and benefits, but also the way we humans talk, share and interact with each other (especially in our personal lives).

Just as we have learned that small optimizations in the designs of our applications - from the wording of notifications or call-to-actions to the color of buttons - have led to significant changes in usage, we will have a common understanding of the new AI-based design.

In the past year, design teams around the world have implemented many research findings, which shows that people are stuck with their (mobile) devices for fear of "missing the news". Based on these findings, there will be a development to improve people's daily lives while ensuring that they can focus their attention back on other interests that are "really important".

We designers have to develop products to support users, to promote individual well-being and to enable consumers to look up from their "devices" to get (re)engaged socially. The trend will have a positive impact on families, communities and societies. Like for example the products of the brand "ONPOINT" for trigger points and your treatment.

Design trend: Design as a remedy

We live in a time that is characterized by change as never before. Uncertainty about the future, climate change, and the rising transparency of one's desires (through the digital footprint) stress some people more while others manage to keep their minds and bodies free of too much negative stress. Yet you see it in the headlines every day: We live in the most technologically connected times, but loneliness rates are rising...

Design must become more personal. The designer has to (re)create the balance and the "remedy design" has to be much more than just a design trend.

I am not talking about the well-being that is shaped by luxury experiences such as wellness retreats. I'm talking about the very simple time out that every person needs. The feeling of inner well-being, which is absolutely necessary for our survival as human beings.

The exciting thing about our moment is that science has revealed the myriad ways we can cultivate emotional and mental well-being - all new channels for good and innovative design. No matter if UI / UX, communication or industrial design.

"Designing new products to help us sleep better" is one way we can design our resistance to stress and our better ability to manage our emotions. Dealing with loneliness and creating a meaningful social connection is also designing for a stronger immune system and protection of the psyche.

Finding ways to help people find meaning and purpose in life is an incredibly effective way to design healthier thoughts, bodies and consequently people.

More and more designers will recognize their superpowers. You don't need a doctor or nurse to help people. Designers are also helpers!

Co-founder THINKS Design GmbH on the subject of design trends.