Week 07 - Positioning and Trends — Louise Lucas Graphic Design MA

Weekly Learning Outcomes

You will be working towards achieving the following learning outcomes detailed in the Assignments tab:
LO1: Research — Select and deploy appropriate research methodologies to inform the needs within a project.
LO4: Distil — Position a creative strategic insight that has been distilled and refined through an informed investigation.
LO5: Imagine — Deliver appropriate and innovative ideas that embrace risk, have contemporary relevance and question the boundaries of the discipline.
LO6: Make — Select and utilise relevant tools, skills and technologies in the delivery, iteration and sustainable production of an outcome.
LO7: Collaborate — Demonstrate inclusive and empathetic strategies to plan and execute a project across distributed collaborative situations.
LO8: Design — Realise a final solution that evidences its strategic journey and clear relationship between form and function.
LO9: Communicate — Communicate effectively in a range of contexts and situations to specialist and non-specialist audiences.

SKIP TO WEEKLY CHALLENGE

TUTORS ADVICE
Analyse the field of trend forecasting, to establish any insights that are relevant to your project. Trend forecasting is a growth area in visual communication, which will continue to have influence with the rise of emergent technologies. We have suggested The Future Laboratory, but research other agencies, blogs or publications relevant to your project – however, please remember trend forecasting is a speculative science.

Positioning and Trends | Thursday night Lecture - with Frauke

This week’s question poses - How do themes and trend forecasts help to ensure a project is planned and positioned effectively to deliver its strategic goals?

Frauke was key in pointing out that trend forecasting holds immense significance for graphic designers beyond merely inspiring visual, typographic, and colour elements. Staying attuned and familiar with emerging trends is crucial for designers to remain relevant and resonate with contemporary and global audiences. Understanding the cultural, social, and technological trends shaping the zeitgeist enables graphic designers to create visuals that captivate aesthetically and connect with their target audience.

In essence, trend forecasting serves as a strategic tool for graphic designers, guiding them in crafting visuals that adhere to current design aesthetics and resonate with their target audiences' evolving tastes and expectations by enhancing marketing effectiveness.

What to lok out for? Graphic Design trends 2023/24

As the end of the year approaches, it feels like the internet is saturated with ‘trends’ for 2024. Envato has released this video, which has some interesting insights. I can see motion graphics taking a dominant lead as the industry heavily leads on digital graphics and content.

Independent research - where to look for inspiration?

As a graphic designer, seeking inspiration for emerging trends in a globally changing and evolving industry can be hard to keep up with!

Online platforms such as Behance, Dribbble, Instagram and Pinterest give a diverse range of contemporary design projects and portfolios with application tips and advice. But I find the internet saturated with these types of projects, and they aren’t necessarily helpful or any good. Additionally, following design blogs, attending industry conferences, and engaging with design communities on social media such as Facebook and Twitter can provide valuable insights into current design movements and styles but again, there is so much content from so-called ‘industry experts’.

What is a trend, and is it a reliable source of information?
Understanding emerging trends is essential in shaping my creative strategy in an increasingly fast and ever-evolving design landscape. Exploring platforms like The Future Laboratory provides valuable insights and can inform and influence my methodologies in how I go about presenting the answer to this brief.

To understand how cultural shifts, technological advancements, and emerging consumer behaviours impact the creative realm. This exploration broadens perspectives and equips creatives with the knowledge needed to anticipate and adapt to the evolving needs and marketing to their demographic or audience. By leveraging the strategic approaches showcased in The Future Laboratory, we, as designers can include strategies with a future-forward perspective, ensuring their work remains relevant and resonant in an ever-changing design landscape.

I decided to collate my research for my ‘go to’ sources for reliable design trends information to combine with the strategic-led thinking from The Future Laboratory.

Creative Review

Creative Review has always stood out as an industry-leading website and magazine for graphic designers seeking to stay ahead of emerging design trends. The platform consistently features cutting-edge projects, insightful articles, and in-depth analyses of the latest developments in the design world. In exploring the curated content on Creative Review, designers gain access to diverse, innovative work spanning various industries and design disciplines.

Design Week

Another invaluable resource I use for the latest work and emerging design trends is Design Week. Renowned for its authoritative coverage of the design industry, it consistently delivers industry in-depth insights, interviews, and features. The platform's comprehensive analysis of design trends spans diverse sectors, providing designers with a well-rounded understanding of the evolving landscape. Through its carefully curated content, including project showcases and expert commentary, Design Week becomes a go-to hub for staying abreast of cutting-edge developments. Whether exploring the digital platform or flipping through the magazine pages, Design Week is a reliable source of information of emerging trends and innovative practices.

Creative Boom

Another industry favourite of mine is Creative Boom. Founded in 2009, it also offers a rich and diverse collection of news articles, features, podcasts and showcases that spotlight innovative design projects and trends. Providing a comprehensive and up-to-date view of the industry's portfolio, allowing designers to explore a broad spectrum of work. I particularly like the emerging talent which is a great source for inspiration.

Envato elements - Resources (Australia)

I was already very aware of Envato for an excellent marketplace of creative assets, including fonts, product images and stock assets. It also hosts a dynamic community and regularly updated content make it a go-to resource for staying in tune with the latest design trends, providing designers with fresh ideas and insights.

As with the professional digital resources from its online marketplace, Envato also provides interesting articles and industry insights from respected leads such as Jacob Cass and Beci Orpin.

**Envato - Not just for digital resources. Tutorials and articles too**

Envato is an excellent resource for articles - I found this video about ‘Gen Z’ the demographic for the Science Museum brief.

References:

DESIGN WEEK Design and Trends [online]. Available at: https://www.designweek.co.uk/
[Accessed 19 November 2023]

CREATIVE REVIEW About [online]. Available at: https://www.creativereview.co.uk/about-subscribe/
[Accessed 19 November 2023]

ENVATO Marketing to Gen Z [online]. Available at: https://elements.envato.com/learn/marketing-to-gen-z
[Accessed 19 November 2023]

Week 07 - Positioning and Trends