From vibrant minimalism to anti-branding: these are the hottest design trends of 2023
#1 Anti-Branding
Many brands are focussing on this trend, even if it may sound striking. The reason for this is quite simple: to demonstrate authenticity and recognisability. Emerging, minimalist and forward-thinking anti-branding is closely linked to the ‘new eco’ trend that will dominate branding in 2023.
Barely visible branding, monochrome packaging and minimalist messaging are the biggest features of the anti-branding trend; it's a stripped-back approach that encompasses everything from neutral, embossed logos to handwriting and imprecise typography. In design, anti-branding is used to give content a human expression.
More and more brands are opting for a simple design - whether in the form of handwritten typography or a reduced colour scheme. Some companies are now even dispensing with recognisable branding altogether.
The ‘anti-branding’ trend is particularly well suited to brands that want to appear straightforward and whose products are made with passion by human hands, for example.
Despite the simplicity of this design style, it can have a big impact. The simple black text in combination with the clean white background immediately conveys the information that the consumer needs - without any distracting design embellishments.
#2 Vibrant minimalism
In 2022, vibrant minimalism was particularly popular in product packaging, but this year the trend is now reaching other areas of design. The style of vibrant minimalism is characterised by simple design elements combined with bright, bold colours, creating a balance between restraint and playfulness.
When minimalist design is used in a lively way, it adds playful energy to projects without sacrificing a straightforward design style. This trend combines opposites - minimalism and maximalism. This allows designs to stand out from others while retaining their own sophistication.
#3 Abstract colour gradients
Colour gradients are universal, visually appealing and allow a designer to easily and effectively add colour and texture to any design. They have been trending for a while now and manage to inspire and captivate us time and time again. Colour gradients in 2023 are no exception: this time, they come in the form of abstract shapes and blur into fuzziness.
Colour gradients are no longer what they used to be. They have evolved significantly, inspiring the creative community to explore and experiment with multi-coloured gradients in exciting ways.
#4 Retro Line Art
In 2023, many designers are focussing on minimalist line art. This is a retro style that takes us back to the days when we used to colour life in with felt-tip pens. This style is perfect for creating amusing and cheerful illustrations.
Therefore, the simplicity of the Lineart trend makes it ideal for cartoon-like styles (such as thick outlines and rubber-hose-limbs, where cartoon characters are made up of curved, almost rubbery, lines), making it a natural fit for more light-hearted and casual projects. The minimalist drawings have the advantage that ultra-bright colours can also be used without overwhelming the viewer. Many designers combine these illustrations with bubble fonts and design features to enhance the retro effect. This look is often reminiscent of old magazine adverts, for example oval borders or star-shaped stickers.
In general, it can be said that hand-drawn illustrations bring the viewer closer to reality or at least an imaginable reality. This can significantly reduce the emotional distance between the user and the company. Corporate values and brand messages can be communicated much more easily, building trust and strengthening loyalty. In addition, hand-drawn illustrations can offer strong added value in terms of recognition and identification.
#5 Overlapping web design elements
For a long time, web designs were tied to grids in which layouts were arranged in structured, standardised spaces and everything was supposedly in the right place. The trend in modern web design is clearly moving away from this clear box model and towards web design elements that overlap - both creatively and functionally.
Even well-known websites are beginning to overlap their page elements more and more, sometimes overlaying images with text to such an extent that they are barely recognisable. These sites often rely on a fundamentally appealing sense of form and only certain headline texts overlap, creating a slightly brutalist effect.
This is precisely what makes this trend so attractive to the masses: it breaks the mould of uniformity without the entire page descending into empirical chaos. The end result does not only clarify connections through the overlaps. The result is a cross-element and cross-section user experience. The brand image can thus be conveyed more harmoniously and in a modern, lively way.
#6 Reviving the 404 page
It is THE dreaded target of every website: The 404 error page. You are redirected to this page if the page you are looking for cannot be found. For a long time, web designers used this page as an opportunity for a funny graphic or a cheerful text. But not the 404 pages of the year 2023, which in turn focus entirely on entertainment. With the help of eye-catching animations and interactive mini-games, these 404 pages actively encourage visitors to linger.
So this page can be used to show the personality of a brand. We are seeing more and more Easter Eggs and crazy, almost quirky 404 pages. Ultimately, this new trend can turn a bad experience into something memorable.
A funny design for a 404 page may not change the world, but it can be a small, good thing.
Ultimately, the way in which these trends are used can leave a lasting impression. When it comes to trends, companies should be guided by how well they can be integrated into their chosen corporate design or, on the other hand, whether this should be given a complete refresh. The world of design offers an almost infinite number of possibilities that should definitely be utilised.
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