It’s nearly 2022, which seems to have snuck up particularly quickly this year. We’ve been ruminating on the ups and downs of 2021, and looking ahead to anticipate digital marketing trends for the year to come, and we’re particularly proud of the guide we’ve put together for you. You can access our trends guide by clicking on the banner below. We’ll also be presenting an extended version of each trend on the blog over the coming weeks, so check back for additional tips and tricks to prepare yourself for what’s next.
Taking Digital Design Organic
Feeling nostalgic? You’re not alone. In a recent survey by OnePoll, seven out of ten Americans said quarantine has made them more nostalgic than they’ve ever been before.
Perhaps this arose because of the additional time many of us have had on our hands with reduced commutes and social obligations. It could also be because nostalgia makes us feel more connected to others. Krystine Batcho, PhD, a professor of psychology at LeMoyne College and a licensed psychologist, said, “Nostalgia is an emotional experience that unifies. …It helps to unite our sense of who we are, our self, our identity over time.”
So how has this impacted marketing and what trends can we expect to come out of this throwback tendency in 2022?
Return to the Mod Squad
No need to track down two friends for undercover sleuthing — the nod to mod is showing up in marketing in style only. The ‘60s and ‘70s are back stylistically right now, with brands incorporating orange hues and softer neutral tones with bolder, more varied color palettes.
For brands like Joyleaf, they’ve also taken to incorporating traditionally mod fonts for that throwback vibe.
Another nod to times past: the continued use of the popular gradient — but with a much grittier application. Many consumers are less interested in airbrushed, “perfect” imagery, and prefer the nostalgia of something like a Polaroid photo — grainy, homespun, and organic.
In addition to the added noise and texture, the modern twist on the gradient also calls for multiple colors and experimentation with fonts. This takes the gradient of the past and gives it a more futuristic air — something that brands like Nike are doing heavily throughout their social media.
Every Day Is Earth Day
Making environmentally friendly choices started to gain attention back in the ‘60s and ‘70s, and with recent reports of drastic climate change outcomes, the resurgence of companies going green is building steam.
Companies like L’Oréal’s Garnier brand have launched eco-friendly products in biodegradable packaging — and still stay true to nostalgic design.
Brighter Days (and Colors) Ahead
One design trend that’s been gaining steam within all industries is the move away from stark whites and greys toward brighter, bolder colors. Customers are seeking out energetic colors combined with warm neutrals to reinvigorate them after nearly two years of isolation and emotional exhaustion.
Zendesk has embraced color via beautiful photography and bold shapes in their website design.
Meanwhile, Mireldy is out to prove that not all beer designs need to be the same. They committed to the task of illustrating each beer’s experiential flavor — and came back with a colorful feast for the eyes.
The takeaway in all of this is not to simply slap an old logo back onto a product and call it “nostalgia.” It’s to think deeply about your audience’s emotional connection to imagery of the past and update it to reflect our present and future reality. Combining classic and vibrant color schemes, typography, and design styles with eco-friendly packaging and conscientious representation will elevate your throwback design and make it uniquely “now.”