Web Hosting

Website needs updates? Hosting & Maintenance from £16.50/month

Award-Winning

A hat-trick of awards to finish 2023! Onwards and upwards for 2024

Design Forecasting for Longevity

When starting out on a branding exercise, one of the top requests is longevity. Branding is an investment, and understandably, clients want that investment to last. Words such as ‘timeless’ and ‘classic’ are thrown around, or something ‘fresh’ and ‘new’, or even a combination of them both. While longevity is key to a successful design, understanding that these aspects themselves adapt over time is crucial.

So, how does a brand weather the storm? With a designer who is adept at design forecasting.

Design forecasting is the process of predicting and analysing current and future design trends and consumer preferences. It involves researching and analysing various factors such as cultural shifts, technological advancements, social changes, and consumer behaviour to anticipate the direction in which design is likely to evolve. This, quite simply, allows us to be on top of our game.

But how does forecasting help with designing a brand that rises above the trends? No one wants a brand that mirrors fast-fashion and needs to be changed every other week, but by understanding the current, past and future status of visual communication, we can see what patterns are consistent, what visual aspects and graphical devices remain synonymous with certain attributes, and use these to ensure we create a brand that is both classic AND current.

How can design forecasting help your brand?

By understanding upcoming design trends, you can differentiate your brand from competitors and stay ahead of the curve. Implementing fresh and innovative design elements can help your brand stand out and attract attention. This means different things to those that are starting out and those who are longer in the proverbial tooth… by seeing your brand as more of a fluid beast, you can tweak brand elements to keep it current and above. Remember your brand is not just a logo!

Design trends are often driven by consumer preferences and changing behaviours, playing a crucial role in shaping brand perception. By staying informed about design forecasts, we can align your brand’s visual identity and communication strategies with what your target audience desires, ensuring that your brand remains relevant and resonates with the actual people you want it to.

It’s important to note that while design forecasting can provide valuable insights, it’s also essential to balance it with your brand’s unique identity and values. Trends should always be interpreted and adapted in a way that aligns with your brand’s personality and resonates with your target audience. Taken with a pinch of salt if you will.

The key takeaway here? Style does not stand still, and visual communication that once stood for one thing, may not always be seen this way ad infinitum.

You may not need a complete brand overhaul, unless of course your offering, direction or messaging has evolved; but a little tweak here and there, perhaps even imperceptibly, by a designer with brand forecasting as a super-skill is what will make the difference to keep your brand fresh, current, and reflective of your offering.

So, if you’re looking for a brand refresh, brand overhaul, or brand new brand straight out of the box, you know who to ask.