Opinion

Pussy Galore

Trends are baffling things, yet they appear in every sector and walk of life. They evolve constantly, come and go, disappearing completely, just to come back again a couple of decades later. There’s no magic formula, but there is a trend forecasting industry worth an estimated £36 billion and growing, so it’s pretty important stuff. As brand designers we need to stay alert, keep our eyes peeled and seek out the new and exciting. We don’t let trends define the work we do, but we have to be aware of them, so we can choose how important they are when tackling a brief.

Consumers don’t just buy products, they buy into a lifestyle. Successful brands need to be on top of trends in order to stay aspirational, and to future-proof their products, otherwise they run the risk of going stale. This means growing and evolving a brand to keep it current, exciting and keeping the consumer engaged.

Some of the top trends we’ve seen recently are:

-Minimal – Ebay, Microsoft and Starbucks have all stripped back their logos.

-Geometric – Triangles and Aztec patterns have been seen all over the high street.

-Hand crafted typefaces

-Emerald – Pantone of the year.

One of the most unusual trends to emerge recently is cats… They’ve appeared in advertising campaigns (Bacardi Breezer, Crusha and Cravendale), fashion (Asos, Urban Outfitters), Interiors (Liberty London’s collection of Cat serving trays and dinnerware), not to mention the billions of hits they receive on youtube. Cats have become the nations most popular pet, so by using them as part of a brand, it’s a sure fire way to engage consumers.

To prove just how dedicated we are to keeping on top of trends, meet the Robot Food cats:

Let’s hope they don’t go out of fashion soon, or they might be looking for new homes!

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