Keep it simple stupid is an old saying, but packs a new punch in 2014. This year, designers are transitioning back towards simplicity with this 2014 design trend.
In a market saturated with “attention-grabbing” technology, it’s the simple things that stand out today. Consider the iconic Hersey Kiss ads from the early 1990’s. The simple, straightforward ad showed a silver wrapped piece of deliciousness on a white background. That was it. But it spoke loud and clear. It was simple, clean and created a lasting memory. Now, companies like Apple are trying to bring back that blatantly obvious, simplistic design trend.
Flat designs are quickly replacing beveled edges, 3-Dimentional designs, blended and gradient graphics. The more simplistic designs reduce clutter, focus on color, and incorporate more white space to drive viewers to the main message. It requires designers to use less space to achieve the same result. We have already seen flat designs in the latest versions of Apple’s iOS software, Microsoft’s operating system, as well as the new Weather Channel graphics.
Social media has shortened consumers’ patience by providing them with instantaneous information. With today’s lightning-speed lifestyle, 30-second commercials are too long to capture impatient consumers. Commercials and advertisements need to grab your attention in just 5-7 seconds.
Additionally, consumers are craving real ads with real people, using real products in natural settings – moms with wrinkles, the machine with dirt on it, and the kid with skinned knees. Retail giants are even facing criticism overly highly retouched models, while others are ditching Photoshop altogether and opting for a natural look.
2014 is all about being real and authentic. Advertising is moving back to its roots – short, sweet and simple.
Shelly Pinomaki is an Alliance Partner of Parallel Interactive. As owner of Pinomaki Design, Shelly has over 25+ years experience in graphic design, end user, and business-to-business marketing communications. She manages the day-to-day responsibilities of design projects to ensure each is completed on-time and within budget.
