VNPASTEL BUZZ
Peach Fuzz is the New BUZZ!
With the Pantone Color Institute naming the Color of the Year 2024 as PANTONE 13-1023 Peach Fuzz, this pastel orangey-peach colour is described as a ‘cozy and comforting hue, that captures our desire to nurture ourselves and others. It is all about re-establishing a sense of caring, sharing and collaboration’. Pastels have been super popular in various iterations in recent years, including Bright Pastels and in physical and digital combinations that create stunning visual contrast.
Soft pastels in blue, pink and green are being used with soft gradients and background colours that transition from light to dark to add depth and complexity. Given the hugely successful song by Taylor Swift that is currently touring the world – Lavender Haze lyrics state it perfectly: I feel the lavender haze creepin’ up on me.. Surreal, I’m damned if I do give a damn what people say! It seems that pastels are set for a year of exciting re-emergence in fashion, packaging and design. Expect to see them across a range of products and mediums as brands look to take advantage of this warm embrace!
BIOPHILIC DESIGN
Get back to Nature!
Biophilic design seeks to bring natural elements into our increasingly urbanised lives, creating products that connect with our human desire and affinity for nature. By incorporating these elements, materials, textures, colours and patterns into products and designs, it is said to stimulate conditions and psychological benefits linked to stress reduction, increased creativity and fostering a sense of well-being and harmony.
Nostalgic colour pallets like browns, oranges and greens are seeing a resurgence due to design in this area. Brands that do it well combine a range of senses that invoke emotions linked to nature. This includes visuals, sound, touch, smell and sometimes taste. The crude early examples of floral bouquets or pine trees with matching scents are now replaced with products and designs that interlink natural elements creating engagement, emotional connection and brand affiliation. Combine biophilic design with sustainable materials and eco-friendly practices to reinforce your brand or company’s values & you may be on to a winning formula for sales.
AI DATA
Bridge the physical & virtual gap
AI continues to grow in image creation and the design of connected and interactive labels and packaging. However, it is a business tool for the collection and analysis of data where it is booming! Brands of all sizes are using AI data and tools to make decisions about their labels and packaging. Of particular interest is finding ways to create or confirm if packaging and marketing campaigns are aligned with their desired (or current) market and demographic. It also has huge potential to identify new customers through A/B testing (where you run 2 or more potential designs or strategies to different audiences).
Creating ‘virtual’ concepts at a digital level allows brands to assess consumer sentiment without needing to spend money on final artwork, prototypes and marketing samples. But rather than just ‘replace humans’ or print, AI will allow businesses to gain insights, create options and then be able to adjust marketing and business strategies. People ultimately buy ‘real’ products so personalisation and customisation through AI becomes more about product and brand design that aligns the customer and brand connection, bridging the gap between virtual and physical.
RETURN OF DRAGONS
2024 is the Year of the Dragon
2024 brings in the Year of the Dragon in the Chinese (or Lunar) Zodiac. The Dragon is a magnificent and highly revered symbol in many cultures. They have long been popular mythical creatures, made all the more so by television series like ‘Game of Thrones’. The use of their symbology is linked to strength, power, charm, good fortune and success, with the important caveat of remaining down-to-earth and avoiding being too arrogant.
Different cultures utilise and portray dragons in different ways. From symbols of nobility to eternal vitality, boundless power and cosmic strength, dragons maintain a mystical and spiritual allure unlike any other animal in the zodiac. In Vietnam, dragons are often used for reassurance, believed to harmonise heaven and earth, bestowing goodness in life. From entrepreneurs to established brands, expect to see Dragons aplenty in 2024, for where there is a dragon, fortune and prosperity come.
A BIT OF HELP – PLEASE!
Design to Revive and Survive THRIVE
2024 brings in the Year of the Dragon in the Chinese (or Lunar) Zodiac. The Dragon is a magnificent and highly revered symbol in many cultures. They have long been popular mythical creatures, made all the more so by television series like ‘Game of Thrones’. The use of their symbology is linked to strength, power, charm, good fortune and success, with the important caveat of remaining down-to-earth and avoiding being too arrogant.
Different cultures utilise and portray dragons in different ways. From symbols of nobility to eternal vitality, boundless power and cosmic strength, dragons maintain a mystical and spiritual allure unlike any other animal in the zodiac. In Vietnam, dragons are often used for reassurance, believed to harmonise heaven and earth, bestowing goodness in life. From entrepreneurs to established brands, expect to see Dragons aplenty in 2024, for where there is a dragon, fortune and prosperity come.
The best ‘trends’ aren’t about being someone else, they are the ones that allow YOU and your brand to engage in conversations with your customers and remain relevant. Above all they should act like a compass that connects with and builds new or existing relationships, keeping messaging and imagery aligned while also capturing attention and loyalty. Trends aren’t necessarily new and don’t need to be short-lived fads, they can be bold design choices that you make your own or rebel against to stand out and represent your brand authentically.
Key Takeaway:
Discover the top 5 design trends of 2024 that will shape branding strategies: Pastel Buzz, Biophilic Design, AI Data Integration, Return of Dragons, and Timeless Brand Connections.
In 2024, brands should focus on integrating soft pastels, biophilic elements, AI-driven designs, dragon symbolism, and timeless branding connections to captivate customers and drive sales.
The HOTTEST TRENDS of 2024 will work across a wide range of applications, packaging and design mediums. Let’s add some WOW to your packaging in 2024.
