This Year’s Hottest Advertising Trends
At Caliber, we don’t let trends influence our creative. However, we do like to stay informed of what is going on in the creative world. As the years pass, design elements such as techniques, colors, and fonts change. One year, we’ll see a lot of red usage with serif typefaces; another year, we’ll see green in everything with san serif typefaces. 2010 seemed to be the year of re-branding and we foresee this trend continuing into 2011. As companies try to refresh their look to appear more modern or launch new advertising campaigns, here are a few new creative trends we may see and some existing trends that will continue.
Minimal, clean, simple design—These days, less is more. Using gradients and lines to provide detail are no longer the fad. Instead, flat colors used with simple shapes and typeface is the trend for logos. Even existing logos that were already simple are changing to even more minimalist styles. Here are a few new logos introduced in 2010.
Icon-sized logos—Due to the profile photo size limits of Facebook and Twitter, some designers are adjusting logos to be squarer in size so the logo is readable in thumbnail versions on the sites. While this is great for social media application, it is a downfall to other applications like websites where vertical and horizontal logos work better. We’re interested to see how prevalent this trend becomes.
Infographics—Using simple bar graphs and pie charts to present data is boring. Designers are now using infographics to present knowledge. Infographics range from a variety of detailed maps to creative charts. The technique creates visual interest in information, and clearly shows relationships between data in a way that has never been done before.
Pixel perfection—Before apps, using pixels to give design a crisp look was a small trend but with the explosion of apps, it has become a hot one. The finished look of smooth lines and a slight reflection make designs really pop digitally. Many web and mobile-based graphics use this technique. It has become so familiar that those icons that don’t use the technique stand out from the rest.
Long takes—Old Spice wasn’t the first company to use long takes, in which the camera still rolls while the scenario of the commercial changes, but they did make it very popular. Now, other companies like LivingSocial are using the technique to promote their products and services. This technique provides entertainment for the viewer as it becomes fun to watch scenario changes and the camera move.
Movable type—Using type that moves in and out of the frame is becoming quite popular in television commercials. Ford was one company to successfully use this technique when they launched their new F-150 campaign in 2009. Since then, they’ve continued to use the technique and other companies have started to as well. Like long takes, this technique can provide entertainment and make commercials more memorable as viewers watch to keep their eyes on the constant movement of type as it reinforces highlights of the voice over announcements.
Raw footage—As more and more consumers become familiar with YouTube, the pressure to provide high quality commercials is diminishing. Rather than crisp clear videos, producers are making commercials with a homemade look to them to appeal to the YouTube audience.
Trends are constantly changing. It’s exciting to stay updated on the latest ones, especially in the creative world of advertising. We look forward to seeing new techniques gain popularity in the future and sharing them with you as we discover them!
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