Superlative Design Transcends Time: Don’t Succumb To Designsheeple

Every year design industry news outlets publish the latest print and web design trends of the year. Some designers live and die by these “top ten” lists of design features, while others (a larger community) forge an individualized path and stay true to their brand and its audience. If you search for these trends by use of popular search engines, you’ll not only find the lists of the latest and greatest in design, but also countless articles written by accomplished designers, art and creative directors, who strongly advise of forging one’s own path. I happen to fall in the latter category of remaining to true to the brands I manage and most importantly, their audience. Let me tell you why.

I do acknowledge that anyone in brand design should be very aware of current design trends, but not to the point of enslaving them. Trends are transient and akin to fads. Falling too deeply into the trap of trends can result in misplaced enthusiasm for fading trends. It’s analogous to adhering to the latest diet trend, and we all know how that ends.

Staying up-to-date with the latest trends is essential, allowing for their incorporation when appropriate. However, one should not fear experimenting and defying conventions. After all, this is how new trends are born! Designers should cultivate distinctive styles rather than merely replicating prevailing trends.

Being acquainted with trends empowers designers to make informed decisions about incorporating elements into their designs. Nevertheless, an overreliance on trends can yield designs devoid of originality, resembling many others. Exemplary design ought to reflect the brand’s personality, not current trends. A good design does not necessitate following the latest trend. Still, it does demand awareness of prevailing trends to steer clear of poor design choices.

Overemphasis on trends can lead designers astray, causing them to lose sight of the essential goal—creating designs that stay true to the brand and their audience. While designers should undoubtedly be aware of trends, they need not be engrossed with them. Instead, they should draw inspiration from trends to forge their unique creations. Ultimately, the designer’s creativity and distinctive vision should guide their work.

As a marketing professional that follows design thinking principles, it is hard for me to conceive how one could follow design trends. Brand design should always follow the needs and requirements of the target audience and that of telling the brand’s unique story. Trends are abundant and make distinguishing oneself from a sea of sameness difficult. No matter how exceptional a design may be, it will be challenging to succeed if it fails to stand out from the crowd or relate to the brand’s audience. Instead of succumbing to trend-following pressures, concentrate on creating something genuinely unparalleled. Embrace the courage to break free from conventions, and you shall reap the rewards of success.

Superlative design transcends time. It extends beyond aesthetics, serving as a means to problem-solving and effective communication. Clients rely on skilled designers to assist them in resolving complex issues and devising beautiful solutions that endure the test of time.