What’s on the Horizon for Brands in 2023

Design trends are constantly evolving and reacting to new waves of thinking and the upcoming year is no exception. Here at Totality GCS, the team have used their hard-earned tea breaks to reflect, discuss and research what we think will be hitting the shelves and screens this year.? Let’s get to it!

Artificial Intelligence and Augmented Reality?

Two major trends that are expected to dominate are Artificial Intelligence (AI) and Augmented Reality (AR). These technologies will be used in innovative ways to enhance the user experience, from inclusivity to visualising products in real-world environments.

One example of AI being used in design is Navilens, a company that has developed an AR solution for people with visual impairments. Their technology uses AI to recognize and label objects in the environment, making it easier for visually impaired individuals to navigate.

On the other hand, companies like DFS are using AR to allow customers to visualise how their furniture will look in their own homes.

“68% of UK customers would spend more time online if the brand included AR.”*

This technology will also be used in the fashion industry, allowing customers to see what they would look like in a piece of clothing before making a purchase.

Packaging design will also be brought to life through the use of AR. Companies will use QR codes to create interactive packaging experiences, making it easier for consumers to access product information and connect with the brand.

More on QR codes

QR Codes will be used more than ever before and for a variety of reasons. Sustainability wise, QR codes will give consumers access to product information without the need for additional or excess packaging (goodbye manuals, leaflets and instruction guides).

We will also see QR Codes used as an anti-counterfeit packaging solution. Manufacturing and product companies can create unique QR codes for their product tags and packaging. These codes hold a wealth of digital information about the item, such as the model or serial number, manufacturing factory and date, as well as other verification data.?

Sustainability

Sustainability is another trend that continues to gain momentum in the design industry. As environmental consciousness continues to grow among consumers, they will increasingly seek out brands that are making a conscious effort to prioritise the health of the planet and minimise their impact on it.

Ready meals from Waitrose now come in a new compostable design.?

Brands that are taking steps to reduce their environmental footprint and neutralise it will be highly sought after. Carbon neutral packaging and compostable packaging are two rising trends which we expect to see; particularly with food and beverage brands.

Anti Branding

The concept of "anti-branding" may seem contradictory, but more and more brands are embracing this trend as a way to showcase their authenticity and relatability.?

You’ll have seen established brands shift towards simpler designs over the past several years.

This minimal, aspirational, and forward-looking approach to branding is closely aligned with the "new eco" trend that is predicted to be a major player in the branding world in 2023. Look out for simplified colour palettes and experimental typefaces like these from cosmetics brand Dr Jart+ (above) and paint brand Lick (below).

Newstalgia

Nostalgia is a fun trend for brands to experiment with and it’s proving popular with the younger generations. Many brands will take their designs back to their retro roots and also do joint branding ventures, as well as incorporating nostalgic elements into their designs.

Newstalgia is the new nostalgia.

"Newstalgia" or the new nostalgia, is the desire to experience something that is familiar, but also something that is new and exciting. This presents an opportunity for brands to tap into this trend without relying too heavily upon it.

Brands can capitalise on this trend by embracing modern technology? (Hello AI & AR) and offering something that is both familiar and relevant for today's audience.?

Look out for designs which take inspiration from the 90s sticker-book aesthetic and 70s vintage warm, earthy colour schemes - all with a modern edge.

In conclusion, the design and branding industry is always evolving and 2023 is shaping up to be an exciting year for new trends. At Totality GCS, we are excited to see how these trends will shape the industry and the innovative ways that brands will adapt to them.

*Augmented Reality In Retail: 5 Examples of Monetising With AR