1. Brand Design Trends
Consumers have higher expectations and are much more demanding in their need for brand authenticity and integrity. Their trust must earned and sustained on a daily basis. Brands must engage emotionally with their customers if they really want to connect with nurtured longevity because consumers feel they own and have rights to freely offer opinions on the brands in their world. Never before has business collaborated so openly with their customers and the internet has provided an explosive platform on which to do it in a heart beat with heartfelt meaning!
This open platform of communication is also changing the parameters of brand design. Awareness of design among the general population has never been higher and will continue to grow. Remember the GAP fiasco in 2010. Success depends on a much broader range of criteria including flexibility, transparency, innovation, engagement and ethical design that cohesively supports communication and sharing across multiple channels and marketplaces.
Online design must delivery as much on functionality as it does on brand aesthetics. Splash, flash and animation don’t necessarily deliver as effectively across all channels and increasing mobile connectivity requires functional, fluid, light interface designs with optimized content and clear navigation.
2. Brand Social Media Trends
The most volatile, fast paced and ever changing of arenas. Social users are increasingly bombarded with content across multiple channels which means consequently they will become progressively more discriminate about the content they allow into their streams. Relentless promotions and excessive activity from brands can become overwhelming and irritating which in turn causes users to hide, filter or unsubscribe from brand updates as they endeavour to prioritise what’s really meaningful to them and who they want to hear from.
Brands will have to earn the right with quality content and/or rewards to be allowed or accepted into consumer’s streams. Truly compelling content will get noticed, “liked” and redistributed generating additional ripples into the marketplace. Shrewd brand managers will need to focus on engaging their market with relevant interchange and conversation together with supporting platforms in which their customers can express their opinions.
Also as increasing volumes of interaction take place on mobile devices, brand design interfaces will need to integrate this requirement seamlessly and congruently into all their platforms or channels of engagement.
3. Brand Packaging Design Trends
Packaging will increasingly need to deliver and exceed expectations in terms of functionality coupled with effective and aesthetically appropriate brand design. Todays consumers are shopping experts both on and offline. They share and make buying decisions based on other consumers opinions and ratings too.
In retail supermarkets, brand designers have mere seconds to grab the attention of their target market and tempt them into trying or buying new products. New technologies can have even greater impact on the initial buying decision and ongoing repeat purchase e.g. where the packaging enhances the user experience or product longevity.
Reusable and sustainable packaging are increasingly important to environmentally conscious consumers and both issues can be an integral part of the brand message and indeed extend the brand message beyond the life of the product. Consumers are more thoughtful in their buying habits, considering not just the immediate product benefits but where and how the products are created and how they impact on the environment long term.
4. Brand Authenticity & Purpose
Social purpose as a personal and business value is an integral part of society today and brands will need to work harder to make it central to how they do business and as part of their brand activity and brand story. Consumers don’t just buy products on face value, they look at how companies operate.
Genuine validity is critical as brand custodians look to see how they can support society with true commitment. Brands must stand for something and engage emotionally with their target audiences which means brand design must also be beneficial in multiple ways including a expressing a real social conscience for true success.
Is your brand authentically engaging with it target audience ?
Does your brand have an opinion which connects with real emotion to its target market ?
Does your brand have an integrated policy for sustainability ?
Are you aware of how social media can and does impact your brand ?
Are you engaging strategically and thoughtfully for long term success ?
Drop us a line, we’d love to hear your feedback, opinion and thoughts !