Being proactive is something we strive for every day: creating forward-thinking design aesthetics, leading development on bleeding edge technology, defining content across brandscapes and sharing impactful strategic planning. All of these defining aspects of Designsensory’s team and our craft take refined intelligence, insight and a little bit of intuition, some of which can be gleaned from these trends shared by several DSers.
The Decline of PERFECT
While we can all strive for perfection, it’s okay to be imperfect. Some customers seek this out over what could be perceived as mass-produced and processed perfection. With the rise of Etsy, organic and one-off artisanal products, imperfection is now something regarded as a must-have in elements of transmedia storytelling and branded content. J. Walter Thompson advertising agency conducted a study in which three-quarters of U.S. and U.K. consumers surveyed said they increasingly value things that aren’t machine made, and almost six in ten said they like goods that are a little imperfect (with the two younger generations more likely to agree). When it comes to people, 71 percent said they find beauty in people’s flaws, and 86 percent agreed that people’s flaws make them authentic. Interested? Find out more about the "survey":http://www.jwtintelligence.com/2014/01/data-point-pizza-people-imperfect-fe….
Multi-screen, multi-modal engagement continues to be explored, especially with tactics that stitch UGC (user-generated content) and social activation in with an overall brand narrative. Beyond activation and conversion, this is seen simply as a way for brands to invest in continuous experiences that entertain and fortify relationships with brand loyalists, influencers and advocates (ex. Pepsi Halftime, Jag British Villains).
The face of the world is changing. The content we produce, that is a reflection of society, is also changing to match.
Expanding Social Roles
Working dads. Telecommuting. Active older persons. Advertising will mirror the reality of culture and amplify this reality within advertising contexts.
Emphasis on organic and authentic
Selfies. Instagram-like photos. Hand-lettered type. Go-Pro videos. Hand-drawn doodles and typography. These elements continue to suggest casual, candid production that captures the essence of "real" and authentic. Similarly, criticism over fantastical, over-touched images has spawned a hunger for advertisers and brands to celebrate and showcase real people (ex. Dove, Vanity Fair covers, Aerie).
Emphasis on a modern, digital look in screen design
With the pendulum swinging away from skeuomorphic design, modern, simple digital-centric looking design will continue to trend in favor.
Now that people are more familiar with digital-only contexts of consumption (responsive, transmedia, scrolling) designers and content creators will feel the freedom to enhance and augment UIs (user interfaces).
Crisp, beautiful photos combined with simple, modern screen design and experimental UX (user experience) have pulled background image blurring back with a vengeance (ex. iOS7, Windows 8, Yahoo app).
Meaningful Big Data
Data continues to be collected and reported but an emphasis will be placed on meaningful, empathetic insights that recall a more anthropological, psychological view of users vs. anonymous numbers. These insights will help refine brand engagement, technology, functions and content.
This is applicable not just for brands but for people; the quantified-self will now have to make sense of the data and look at ways to impact behavior and thoughts.