We are approaching the end of 2020, so there will be an inevitable slew of posts and articles titled "Design Trends 2021." This punch is for the faces of these articles.
Why am I against design trends? Three reasons:
1. They aren't really trends (mostly)
A trend is an upward, macro progression. They shift societies as a whole and alter what we perceive to be the norm. For example, data transparency, responsive design, artificial intelligence, public health (thanks COVID), or E-commerce are trends. Trends are movements that you either get on board with or your company becomes irrelevant. Design trends, therefore, do not fit the criteria... mostly. So let's play a game, which of these three seems like a genuine trend: gradient color swatches, serif typography, accessibility.
Ding! Ding! Ding! Accessibility is the only true trend within that trio. Why? Because your company is not going to be put into jeopardy if you do not adopt gradient color swatches or use serif typography, but it will suffer if it doesn't take into account user accessibility. Remember, trends are macro movements, not subjective, fad design practices.
2. You will have to change it eventually
Expectedly, if you shift with the design trends, you will be shifting a lot. Stand firm on your voice once you find it. Which brings me to my last point:
3. Trends pull away from your story
I'm a firm believer in stealing your identity. Meaning, you have a story to tell, there are things that have influenced you and you can use language, visuals, and other assets from those muses to cohesively fuel your brand. More importantly, you can do so in a way that is impactful and different. Rather than focusing on trends, focus on what you want people to feel. Find things that help foster that feeling and use them in your branding.
Design "trends" are shiny objects. Screw 'em.
The brand is not what you say it is, it's what they say it is. Thank you Marty Neumeier.
Brands exists in the hearts and minds of customers. If you want your startup to be impactful and leave a legacy, you must accept the fact that you are not the focus.
Can you imagine in Star Wars was all about Yoda? We'd be bored stiff. Yoda already has the answers, there's no story there. No change to watch unfold. Luke Skywalker? That guy has a lot of stuff to work out. That's your customer. Focus on them.
No one is going to buy a product to make you rich, it's a shitty goal to reach for.
Build something that brings people joy. Something that inspires, something fun. Create an excalibur that allows someone to slay the dragons in their life.
Have some freaking empathy and don't waste people's time. It is the only way you can build an impactful brand.