Technology, Industrial, Colours, Designs and Market Trends.
When we speak of trends, we often mean megatrends. The big 20 to 25 year cycles observed by all of the major trend watching institutes. Health, connectivity, ageing societies, new technologies, these are just some of about 10 to 20 main areas of interest. Trends that a successful brand cannot ignore if it is to align itself with the times it operates in.
In the past trends usually originated in one area of the world and then over time spread across different countries and cultures. However this has changed through the development of the internet and we are now witnessing trends occurring in all parts of the world and across different cultures simultaneously.
With regard to development processes mega trends offer a treasure trove of advice and suggestions. Which mega trends are the driving force behind the design, which influence and which work against the design, must all be defined. It has even proven to be insightful to decide which mega trends are altogether irrelevant to the design.
Below these mega trends sit a number of specific trends with a shorter life span. These can be anything from specific seasonal fashion trends through to a collection or shades in the automotive sector. The colour experts at Pantone release a new 'colour of the year' each year which has a resounding effect on the design industry.
With regard to short-term trends it is important to decide whether the design will be designed according to trend or whether it attempts to set a new trend. The latter is somewhat risky but if successful, it generates a huge amount of interest and positive recognition. To be labelled a trend setter in design is one of the highest accolades one can get.
The relationship towards trends is an important factor in the brand positioning in the market. Is the brand progressive or conservative? Either way the important thing to do is to remain consistent in approach or risk losing credibility.
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