Which visual design trends will influence digital marketing in 2023
#1 Anti-Branding
The “anti-branding” design trend describes an approach to design in which traditional branding, i.e. the conscious creation and marketing of a brand, is actively avoided. Instead, anti-branding designs use elements that are deliberately unconventional or barely visible in order to attract the attention of the target group. The focus is less on the brand itself and more on the design of the products or services. The trend is characterized by minimalist messages or monochrome design.
Many brands are already focusing on this trend, even if it may seem striking. The reason for this is quite simple: to demonstrate authenticity and recognizability. Emerging, minimalist and future-oriented anti-branding is closely linked to the “new eco-trend” that will dominate branding in 2023. The 'eco-trend' in design refers to the move towards environmentally friendly and sustainable designs. This involves choosing materials and manufacturing processes that minimize environmental impact.
Barely visible branding, monochrome packaging and minimalist messaging are the biggest features of the anti-branding trend: it's a stripped-back approach that includes 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 color scheme. Meanwhile, some companies are even dispensing with recognizable 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 Living minimalism
The “living minimalism” design trend combines minimalist design aesthetics with elements of nature and organic shapes. It combines minimalist design principles such as simplicity, clean lines and reduction with organic shapes, soft textures and colors from nature. The aim is to create a calming, natural atmosphere that gives the user a feeling of peace and relaxation. Vibrant minimalism is often associated with Scandinavian design and is a reaction to the excessive consumption and overproduction in our society.
In 2022, living 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 characterized by simple design elements combined with bright, bold colors, 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 approach. This trend combines opposites - minimalism and maximalism. This allows designs to stand out from others while retaining their own sophistication.
Overall, this trend is about combining minimalist design with a touch of naturalness and warmth to create a harmonious balance.
#3 Abstract color gradients
The design trend “abstract color gradients” describes the use of color gradients that do not represent concrete shapes or objects, but appear abstract and flowing. The color gradients can be used as a background for various designs, such as logos, websites or graphics. The trend is particularly popular with younger target groups and reflects the need for individuality and creativity.
Gradients are universal, visually appealing and allow designers to easily and effectively add color and texture to any design.
Abstract color gradients create a modern and dynamic aesthetic that is visually appealing and flexible to use. The flowing color gradients create a certain vibrancy and movement that allows companies to express their brand personality in a creative and unique way. The trend also reflects target audiences' need for a visual experience that is both engaging and original.
“Abstract color gradients offer a way for companies to visually differentiate themselves and express their uniqueness. This trend has the ability to create a dynamic and appealing aesthetic that can be attractive to different target groups,” confirms Charlotte von Braunbehrens, CHRO and Senior Communications Manager at Evernine Group.
#4 Retro Line Art
In 2023, many designers are focusing on minimalist line art because this style lends itself well to creating amusing and cheerful illustrations. The simplicity of the line art trend makes it ideal for cartoon-like styles (such as thick outlines and rubber pants limbs, where cartoon characters are made up of curved, almost rubbery lines), making it a natural fit for 'light-hearted' and casual projects. The minimalist drawings have the advantage that ultra-bright colors 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 advertisements, for example oval borders or star-shaped stickers.
The aim of “Retro Line Art” is to create a nostalgic aesthetic that references the past while appearing modern and contemporary. The trend uses minimalist shapes and clean lines to create a simple yet appealing visual experience. The aim is to convey a sense of familiarity and nostalgia while maintaining a modern and contemporary design. This can significantly reduce the emotional distance between users and the company.
#5 Overlapping web design elements
Overlapping web design elements” is the use of overlapping elements in web designs to create a three-dimensional and spatial feel. This trend often utilizes layers of text, images, graphics and other elements to add visual interest and a deeper level of detail.
Web designs have long been tied to grids, where layouts were arranged in structured, uniform spaces and everything was in the perceived right place. The trend of modern web designs is moving away from this box model and towards web design elements that overlap - creatively and functionally.
Well-known websites of large companies are increasingly beginning to overlap their page elements and sometimes overlay images with text to such an extent that they are barely recognizable. Often these sites rely on a fundamentally appealing sense of form and only certain headline texts overlap, creating a slightly brutalist effect.
This is exactly what makes this trend so attractive to the masses: it breaks the uniformity without the entire page slipping into empirical chaos. The end result not only illustrates 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.
Essentially, this trend is a nod to the fact that breaking the rules is becoming more and more acceptable, as most people seem to be more than bored with the same old neatly structured layouts.
Ultimately, the way in which these trends are used can leave a lasting impression. “Companies should base the trends on how well they can be integrated into their chosen corporate design. Basically, these trends can help companies to improve visual perception and user experience. By implementing new and innovative design concepts, they can strengthen their image and expand their audience,” says Charlotte von Braunbehrens, CHRO and Senior Communications Manager at the Evernine Group.
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