Design Trends in 2020
The Year 2020 comes in the midst of a large number of movements and trends. These new directions clash with our long assumed reality.
The first major change, already underway, is the increasingly widespread use of Artificial Intelligence. AI is gaining more and more space within our lives. The phone that you currently use works almost 60% with Artificial Intelligence algorithms. GPS, Personal Assistants, Amazon shopping, Entertainment Consumption, all of these work based on Algorithms or Artificial Intelligence Cells. This trend seems to be exponential and I don’t think it will stop in the following years.
In Design, AI tools are a substantial boost in decision making. Today we can calculate the behavior of thousands of people, user experiences and interfaces, in order to obtain an optimal design compatible with the interests of specific audiences.
Design in 2020 shows a growing trend towards visual identity. The concept of the brand as an independent entity with its own voice, with social accounts, with recognizable personality, is a growing wave. Your Brand is your voice, your Personal Seal, your Face to the world. The personal brand is the best investment in 2020.
Your Brand is your voice, your Personal Seal, your Face to the world. The personal brand is the best investment in 2020.
The product in 2020: what is said and what it really is.
The product in 2020 points more to “what is said about it” than to what “really is”. This is natural if we consider the social validation factor. AI tools like IBM Watson can be very useful when analyzing emotions in emails exchanged between customers and the brand.
This tool does not need much specialized knowledge because it works with modules that can be used “on demand,” only for the time of use. Other tools, such as the like-minded users of Facebook Ads, offer very powerful AI algorithms. They can be used to design specific targets, almost “micro-targets,” in relation to the criteria issued or the interactions with our products.
This tool does not need much specialized knowledge because it works with modules that can be used “on demand,” only for the time of use. Other tools, such as the like-minded users of Facebook Ads, offer very powerful AI algorithms. They can be used to design specific targets, almost “micro-targets,” in relation to the criteria issued or the interactions with our products.
According to a study published in Proceedings of the National Academy of Sciences, a system trained by learning behavior can:
👉 “with 10 likes you can meet someone better than a coworker, with 70, better than your roommate, with 150 better than a family member and with 300 better than your own partner.”
The processing capacity. The elastic cloud.
The Design process does not necessarily have to be Local in 2020. The design methods now do not have to occur locally, the concept of “Elastic Cloud” makes available to us instances of processing, virtual machines and server capacity adjusted exclusively to the time of use. You only pay for what is consumed and if the consumption of resources increases exponentially the server expands to cover the demand for use, hence its elastic nature. This is excellent news. Now you can send your databases and color surveys to a virtual instance and get patterns and trends without compromising your local processing capacity or your time.
Tell me a Story
The Story Telling Process
Design must tell something. It must be organized to tell a story and the design elements must have a narrative hierarchy, with leading, primary, secondary and tertiary elements. Everyone must maintain a narrative line to complete a story. The Story-Telling is a substantial element in the handling of the story, of the plot. Story Telling links social validation and image relevance. The Image is associated with the type of story that the brand portrays and in turn the brand is categorized by the way the story is delivered.
The narrative of each brand is completely different. This compromises user interfaces [UI] and their experiences [UX].
In the Internet era, a clear, original, simple message may have greater engagement than a large consolidated brand. Everything will depend on the way we tell the story we are able to create. Brands like Airbnb, Instagram, specialize in telling simple stories:
“Vacation as if you were a local” [Airbnb].
“You can also be a professional photographer” [Instagram].
Simple stories that touch the emotional aspect of the audience and establish engagement through interaction and experience with our brand.
Virtual Worlds and Virtual Reality
Recharged Reality
40%
Virtual worlds are increasingly common in the information age. The thin line between the Real and the Virtual is increasingly diffuse. New design elements include: neuro marketing attention sensors, 3D screens, 360 photography, backgrounds with trends towards curvature, virtual scenarios, the feeling of physical depth, and video game culture.
A clear, simple and direct message.
This is nothing new. The amount of advertising and content impacts to which we are exposed in 2020 is 800 times more than in 2000. The contents must be clear, simple and direct otherwise the attention immediately goes to the next ad. It is known as the “next” trend. To get an idea, the average attention span has fallen from 12 seconds in 2000 to 9 seconds in 2014. To keep up with these short attention spans, the design must be impressive and very direct, without overloading the meaning. The rule is: Keep it Simple.
Textures Return, from Reality to Hyperreality.
After several years of sobriety and flat colors, realistic textures return. But not as simple visual elements, but as a detail to create hyperreality. It is about bringing the sensations to their maximum expression. The design tries to leave the two-dimensionality to try to be three-dimensional. The most important thing is to move from reality to hyperreality to create sensations, desires to go and reach objects, touch them. This tendency towards hyperreality has its origin in the rise of video games.
Augmented Reality.
Hand in hand with textures, reality is augmented to prioritize telling a story. The images take us to almost surreal worlds, reality increases so much until it begins to be surreal, for the benefit of the story it tells. Good images are no longer enough, in 2020 they must be creative, seduce with their ingenuity, and take us to a world where textures, sensations and virtual worlds surpass the real.
Facebook Ads Campaign For Spa
Data Science or The rise of Data.
In our time, data is more valuable than oil. Companies are determined to show that they can handle data and take advantage of it. In a world where algorithms handle an increasingly growing part of our lives, it is common to perceive an underlying optimism. Despite not knowing what to do with so much data, people believe that something good is brewing. Designs based on data, neuronal
networks, servers and virtual worlds will increase.
Back to the 90’s.
The design is the reflection of our era. Minimalism, effective communication, and the return of the white color, not as a new hue, but to leave rest spaces for the viewer, are the keys for an era imbued in optimism and in an atmosphere governed by data, algorithms and neuronal networks.
The 90’s are recycled and stylized to achieve a new, modern and elegant look. A fresh palette of revitalized, bright, pastel-colors with brushstrokes of visual and tactile textures are the prevailing tendencies that open this new decade.
The public expects more and more from the brands; expects to stop being brands.
Ferminius
Data, optimism, and neuronal networks open the decade, very fast and casual at the same time. Longer distances are just one click away. Large databases and the ability to analyze them increase every six months. Brands acquire personality, history and conflicts of their own. The design is lively and, when implemented correctly, travels to the virtual worlds and reaches the audience in a faster and more effective way. The public expects more and more from the brands; expects to stop being brands.
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