Design for 2023

Trends are influenced by the zeitgeist, so everything happening around us ultimately affects shifts in design. So what’s been on our minds?

1. The climate crisis (Inevitably) – Temperature extremes this year, post-pandemic – we’re more conscious than ever of the impact of our designs. For some brands it’s the small shifts that count, for others, it’s an opportunity to innovate and consider the life of the product.
   
   
2. Cost of Living Crisis– While some brands want to up-sell well-made, considered products, average families in the UK are going to be heavily reliant on value for money and trustworthy staples for the bulk of their purchases. Enter the age of understated simplicity, no convoluted messaging, OR a patronising return to the value budget line aesthetic, just comfortable, approachable, and honest.
   
   
3. Subscription Culture – This can be a great model, and allow consumers the flexibility to dip in and out of different movies, games, coffees, etc. the list goes on. But some may have discovered an eternal reliance on the ever-growing number of subscriptions, and companies taking advantage of being able to up prices, add caveats, and require regular hardware upgrades to operate (the capitalist dream!).
   
   

   For designers, it’s Pantone that has recently gone rogue! They’ve left adobe (design software of choice) and left designers in the tricky position of having all their back-dated artworks and designs no longer compatible and reverting to black where Pantone references used to be pre-loaded OR to pay a subscription to bring these back, when design and print studios have (and probably always will) spent a small fortune on the colour books themselves, as without these, the entire system is useless. What are you doing Pantone!?

4. Tech and Short-run techniques – Digital print technology, while it still can’t surpass the mass production and reproduction ability of the more traditional Litho (ink roller) printing, it’s improving, and it’s much more adaptable and flexible for short-mid run design and has the potential to separate itself entirely from the Pantone matching system (we can’t help but feel Pantone have started digging the metaphorical grave on their monopoly for this reason). Print is definitely not dead, but digital and motion are also a big part of advertising and comms, so what is printed, will be more considered and less disposable ephemera.
   
   
5. Data – We think data collection will mean more flexibility within brands for targeted advertising. As we’ve seen and read about platforms like Netflix changing movie cover photo’s to suit our tastes, we’ll see more brands built with adaptable, responsive content in mind.
   
   
6. We may have broken away from pandemic levels of home-working. But we’re seeing more and more flexible working. We personally believe this is going to be better for Mothers especially, who have historically been the most deprived by the constraints of the traditional workplace, but fathers also, who will be able to take on a greater share of childcare. This means a more positive work-life balance for all, a happier population, and greater productivity, as well as increased pressure on companies and businesses to adopt better practices and focus on the mental well-being of their employees. Creatively speaking, this is great news for design as we allow for more variety to keep our minds fresh and buzzing with new ideas!
   
   
7. And finally – Inclusion! Our language and approach to inclusion are being widely discussed, and we’re gradually adapting to a greater awareness level. We can see design in 2023 moving another step forwards against gender, racial and cultural stereotypes, with more genuine integrity and less of the superficial, performative kind. We’ve all seen the marketing flops, so let’s leave pride sandwiches and other tone-deaf campaigns in 2022.