2021 threw the rule book out the window, the design trends are a fusion of retro, ultra modern and old fashioned styles. We’re in ‘anything goes’ territory and we’re loving it.

While past trends have all been driven by the promise of ‘newness’ and ‘modernity’, 2021’s design trends are focused on making people happy.

Whether it evokes nostalgia, soothes the eyes and mind, or just provides some much needed light hearted fun. Design trends this year appear to be creating a much needed safe haven from all the drama that 2020 had to bring.

We’re so excited to see what else might come into the spotlight soon, but for now, here are

Gradients

Gradients first came into prominence in the 90’s, with the sky blue ombre that screams Saved by the Bell being the height of graphic design at the time.

I say this with a mocking tone because it’s true, as a designer I looked at gradients and other style trends of the 90’s and thought those things would never make a comeback. Yet here I am now, loving it!

This trend reemerged in 2018 with the infamous rebranding of Instagram’s logo. I think I speak for a lot of people when I say I was shocked by this design choice at the time, but I’m a total convert!

The audacious bold colours create contrast and the illusion of depth that adds vibrancy and movement to the design. Gradients bring a wonderful sense of energy to things that is just so refreshing.

It’s such a versatile thing that can be used across backgrounds, text fill ins, call to action buttons and much more. If you look for it, you’ll see it everywhere, and I for one am happy about that.

The thing I love most about this trend is that it provides a sense of playfulness and optimism. People are looking to the creative industries to uplift them, and I think gradients are doing just that.

Serif Fonts

I previously mentioned that 2021 has revealed some trends that don’t quite fit the 30 year cycle, and this is one of them- Serif Fonts.

I have always been a fan of the classic, traditional charm of a Serif and I couldn’t be happier to see them get the appreciation they deserve.

There was a move to Sans Serif fonts in the 20’s and 30’s that has never really been reversed. Their popularity stemmed massively from their ultra modern feel and screen legibility. However, now technology has caught up with ultra HD screens on almost every new device, isn’t it time that Serif makes it’s return?

2021 says Hell Yes!

This isn’t a diss on Sans Serif by any means, it’s just simply that some brands have never suited the clean style of Helvetica and Monotype Grotesque. It was often seen as the default but now people seem to be exploring what’s more appropriate and representative of their identity and what works best for their company.

The reintroduction of Serif feels like a huge step towards a more authentic design space, one that I’m extremely excited to be a part of.

Dark Mode

Dark mode has become somewhat of a controversial topic. With a lot of people calling it life changing, and others saying it ruins good design.

Me personally? I have completely converted to the dark side.

Dark mode’s popularity lies in the long list of its supposed benefits, users claim that it reduces the amount of light emittance and therefore makes sites easier to read and safer on the eyes, whilst also reducing energy usage and saving on battery life.

The average user will spend the equivalent of 34 years of their life looking at screens, there needs to be some changes made to make screens more user friendly and I believe that dark mode is the first step towards that change.

Science and benefits aside, Dark mode is an extremely attractive alternative to the vibrant white we’re all used to. There’s something about it that speaks to a certain level of richness and luxury, like black coffee and dark chocolate, it oozes elegance and sophistication.

It doesn’t work for everyone and it isn’t everyone’s cup of tea. I get that. But I have to say, I love it!

Illustrations

2020 brought about a movement to support small businesses, support your local and support individual artists, and this is carrying on well into 2021 and beyond. This is possibly why we are seeing illustration and hand drawn elements everywhere! We want to see the humans behind the company name.

It’s that element of personal touch that I think everyone has missed. Following a year of lockdowns where we all had to remain apart, it’s comforting to see that human touch in things. You want to look at something and feel the person behind the work, not the machine.

Using illustrations gives a company so much more personality and makes them that much more relatable to their customers. We see it as a way of re personalising and re humanising brands.

Matchstic’s blog section is the perfect example of this, their use of illustration not only speaks to the brands identity, but also so boldly shows that someone made this, someone is in charge of this article page and cares a lot about its appearance. It just makes their site that much more enticing and makes you truly want to read their blogs.

I hope we see more companies doing this, because I think they’re killing it.

Custom Cursors

I understand your initial thought might be that I’ve gone mad, But here me out.

Custom cursors are bringing back that nostalgic feeling of your first computer, changing the background and the theme and downloading sparkling and flaming cursors that eventually plagued your computer with viruses. Great memories right?

I get it, you’re not sold yet, but these are different.

Custom cursors are being used as a way of cutting through the seriousness of the internet, to bring a little bit of fun back, and, to tell you the truth, they’re extremely clever in the way they lead users to your calls to action.

Burocratik.com have this technique nailed! The combination of a custom cursor and micro animations make for an extremely intriguing website that users will want to spend more time on and engage with, leading to more conversions. Sneaky.

Custom cursors don’t have to be animated, Matchstic, who I mentioned earlier, are a perfect example of this. They’re making great use of this trend as a way to further implement their logo into the user experience whilst also showing a bit of the brand personality.

It’s about creating something that sticks in the users head, and I haven’t been able to get either of these out of my mind.

Scroll Animation

Have you ever browsed a website and been absolutely fascinated by the various motions and effects that show up on your every scroll? This is called scroll animation and this trend is making big waves in 2021.

Scroll animations bring the user to a new and more enjoyable level of information perception. They’re not only entertaining to look at, but they also greatly increase user engagement and make a website and brand more memorable.

Heco and Weglot are 2 examples of companies that have this down to a t!

Their websites are extremely different in intention and appearance, however they both get their point across extremely well. The balance between information and animation is perfect, and there is something about it that just speaks to the child in you. It’s pure fun.

The takeaway from all of this is simple: 2021’s design trends have come about for a much needed break from all the seriousness, and have created a move to a more authentic design space.

• The importance of branding and the value it can add to your business!
  • So, what do we mean by branding?
  • Why is it important to brand?
    • Impact
    • Judgement
    • Value/Recognition
    • Standing out
    • Let’s Work Together
  • Fill out our quick and easy Project Planner by clicking the link below. We’ll then check your brief submission and arrange a quick informal meeting over a cup of coffee to discuss how we can help you.

The importance of branding and the value it can add to your business!

I think getting your branding right is the foundation to any business, it is the key to your success, it will either make your product/brand look professional or shabby (and I don’t mean that in a disrespectful way and believe me, I say it with gritted teeth). There’s nothing worse than creating a beautiful website for a client who has had their branding done years ago and not updated it, I just feel like, it lets the whole website down (again that’s only my opinion, you may think different). We all have different tastes (thankfully) but if you ask for my opinion on something, I will give it (although very awkwardly).

I love branding, I particularly love the “clever” logos, I mean some of them just blow my mind.

So, what do we mean by branding?

I think most people think branding means a business logo and a few years ago, it probably did but things have moved on since. A logo obviously is a big part of it but branding is more of an overall arching concept. Your branding is almost like your brand’s personality. Your logo, your colours, your concept all represent your brand and its personality shines through from this. Much like your dress sense is your personality…although I always wear black but I am in no way a dark person (yikes I’m not selling this at all)!

For example, if you see someone at the airport with Louis Vuitton luggage, it immediately gives you an impression of them and their lifestyle. It’s a luxury brand, so immediately you will think luxury lifestyle.

Why is it important to brand?

Impact

When I’m designing for a client, I want their brand to look good! Everyone knows that first impressions are so important. It’s a well known fact, that you have fifteen seconds to convince your potential customers.

To convince them, you need to visually communicate what your business is about and why they should become your customer.

If you didn’t see my instagram post earlier this week, I shared some free image stock websites you could obtain images from for social media or your website…why?…because an image tells a thousand words. Our brains process images much much quicker than text, so given that we have fifteen seconds to make a first impression, your branding is so important. Your website has to tell your visitor what you are all about before they leave!

Judgement

Unfortunately, people judge a book by its cover, it’s human nature. The same can be said about your website, no matter how good your product, if your website doesn’t look the part, it can really put people off. On the flip side, good branding can really give you a helping hand, particularly when you first start out.

Value/Recognition

Successful branding will add value to your business. In a way your brand is worth more in value than your physical assets. Your brand has a reputation and can increase your business’s value. When you see that person at the airport with the LV luggage, you knew what that meant, the brand’s value came to you straight away.

Standing out

This is a biggie for me personally. In this day and age, it’s so important to stand out from the crowd, stand apart from your competitors. If you have a strong brand that differentiates yourself from the other brands in the same market, then you are going to stand out to your ideal audience. You’ve got think out of the box not blend in with the crowd.

In today’s modern world, branding is more important than ever.

It can take years to build brand awareness. Branding, if good, can increase the value of your company and make acquiring new customers so much easier.

• Al Qibli Tours; A new tour company specialising in the Middle East
  • We share the logo for a tour company specialising in group tours to Palestine. Al-Qibli Tours are offer a great opportunity for people to visit the blessed lands.
    • Let’s Work Together
  • Fill out our quick and easy Project Planner by clicking the link below. We’ll then check your brief submission and arrange a quick informal meeting over a cup of coffee to discuss how we can help you.

Al Qibli Tours; A new tour company specialising in the Middle East

We share the logo for a tour company specialising in group tours to Palestine. Al-Qibli Tours are offer a great opportunity for people to visit the blessed lands.

Going on an educational tour will help you understand the city and allow you to increase awareness in the UK about the situation in Palestine. The colour scheme of the artwork for Al-Qibli is selected from the Dome of the Rock, one of the major landmarks of Palestine. Arabic is also incorporated into the logo itself as it is one of many spoken languages in the country.

Keep reading as we share our thoughts.

Brand Photography is taking what you discovered in your branding process and reflecting it into the photos of your products or services. If you are a florist, it will most likely include photographs of you arranging, working, and also photographs of your beautiful flowers out in the world or in your own studio. A more obvious representation would be if you sell products. Maybe you are a homemade treats brand like Treats Locker. Your brand photography would be showcasing the delicious treats you make through styled and well lit settings. Producing lifestyle images and promo shots for your website and social media. You want your brand to represent you. Stock images don’t do justice in representing your brand personality. Keeping your images to the brand guidelines is also essential.

Table of Contents

• How do you get your brand style?
• Examples of Brand Photography
• Can we at Waterside do product photography?
• Ready to make a change?

How do you get your brand style?

Your Brand Photography style should evolve from the brand adjectives you discovered during the initial discovery phase. Some examples of these might be: romantic, ethereal, expensive (or) boho, organic, approachable.

Use these adjectives to brainstorm and research your photography style. Should all things be very crystal clear in your photos? Should you have a very soft blur to most of the objects around the main attraction? The colouring of your photos is another important piece of the puzzle. Soft pinks, or stark oranges, neutrals and so forth, can cause an emotional response from your viewers.

Go out and collect examples of photos that would go well with your style. Make a mood board digitally or in the real world. Keep them there for a source of inspiration and a reminder.

Examples of Brand Photography

Examples always help! So now that you understand the importance and process of Brand Photography, it’s time for you to focus on your own. Head over to Pinterest or some of your favourite brands and collect photos that inspire you for your own business. Create a mood board and take note of the things in each photo that you like. Is it the foiling details? The simple colour palette? Or the way they arrange their products? Write all these notes down and pin them next to your pictures. Use this as your source as you photograph your own work, or work with a photographer.

Can we at Waterside do product photography?

Yes! We offer product photography where we create the perfect setting in our studio that compliments your brand, and photograph your products in a meaningful and beautiful way, editing them and delivering them digitally to you after. If you don’t need photos of products, we can help you find and select the perfect curated collection of stock images.

If you are ready to take the leap, the next step is for us to discuss all the little bits and bats over a coffee in our studio office. Let’s talk about how much you will need to invest in our service, estimated project completion, and most importantly, when you can start sharing your new brand photography!

Ready to make a change?

Click the link below to view the project form. Once we’ve reviewed your brief/requirements, we can discuss the most effective solution together. Alternatively, if you would like to speak to one of our team directly, please call us on 01254 846780.

Project Planner