Graphic Design Trends to Note in 2024
What are your favorite design trends of 2024? Nearly five months in, several are still going strong!
When creative juices won’t flow, I visit museums, attend exhibits, research tools, or embrace the scroll. Instagram, Pinterest, Dribbble, Behance, Savee, Siteinspire, and Designspiration are some of my go-to platforms. There’s no shortage of ground-breaking visual content to explore, learn from, or save for later. Some fads even stand the test of time.
Let’s travel back to 2023. Expressive typography, three-dimensional design, custom type, vintage minimalism, brand illustrations, foil printing, prominent photography, motion, brutalism, utilitarian design, flat design, serifs, bold minimalism, maximalism, and modern natural were widely celebrated.1 Adobe also added data visualization, geometric shapes, vibrant nostalgia, and AI visual image creation to the list.2
Last year, culture setters predicted that new elements would arrive on the scene in 2024. Pixelation, fluorized palettes, doodles, color clashing, curve smoothing, gradients, fancy printing, collages, stickers, and patterns were only the tip of the iceberg.3
Many styles from 2023 have continued to influence design culture well into 2024. We’ll investigate these overlapping trends below.
Did you know that Pantone’s color of 2024 is PEACH FUZZ? We’re obsessed! More here.
EXPRESSIVE TYPOGRAPHY
Since we’re in the business of communication, striking a balance between legibility and dynamic design is key. Simple fonts are best for listing services and product features. But if brands want to solidify their aesthetic, expressive typography is essential. It sets visuals apart, stopping viewers in their tracks.
What are the parameters? Variances in size, shape, color, contrast, thickness, texture, and kerning (space between characters) can achieve unique effects. For example, plush and round rainbow-colored letters will appear playful. Or thin, spaced-out letters in a neutral shade evoke serenity.
Furthermore, hand-lettering feels personal. It reminds audiences of the days when people exchanged travel postcards and heartfelt letters.
THREE-DIMENSIONAL EFFECTS
Speaking of type, bubble letters are extremely popular. The advent of Adobe Illustrator’s “Inflate” tool in 2023 helped more artists create the illusion of volume in a two-dimensional space.
You can start small with icons, emojis, plants, mascots, or miniature scenes. These symbols leap off the page or screen, extending your visual reach.
When you’re ready to level up, experiment with advanced software like Blender and Cinema 4D. Their shared features—modeling, animation, simulation, and rendering—unlock worlds of possibility.
But if there are too many details, viewers won’t know where to look—unless there are clear cues along the way!
Audiences crave escape, not clutter or excess. Three-dimensional effects transport viewers to where they’ve never ventured before.
VINTAGE MINIMALISM
If you’ve ever been to an antique mall or thrift shop, then you’ve seen retro signs. What did you notice about them?
Most are sophisticated and timeless. Clean and devoid of distractions, they guide perspective with leading lines, distinct text, and monochromatic palettes that pop with an accent color. Subtle textures and patterns may also add dimension.
Ingenuity characterizes the past. It's no wonder that more and more artists today are heavily inspired by vintage minimalism. This style kindles nostalgia while reinventing traditions.
BRANDED ILLUSTRATIONS
Companies benefit from branded illustrations in the form of logo mascots, submarks, icons, or patterns.
No one else will emulate their signature style or story.
In addition to building a direct relationship with consumers, bespoke visuals are charming, memorable, and unifying.
PROMINENT PHOTOGRAPHY
“A picture is worth a thousand words.”
This classic adage holds true.
These days, people are over-stimulated. They won’t respond to paragraphs of text or bland visuals. And forget generic stock images!
Many billboards, posters, and magazines showcase brands with curated prominent photography. Fonts, logos, and other symbols are sometimes secondary.
So how does design come into play? Inventive compositions and layouts.
Some picture-forward ads cover two full pages.
Others are organized into roomy sections. When someone drives by a large billboard with negative space, giving the art room to breathe, it's easier to grasp the message in seconds.
SERIFS
Certain typefaces have serifs, the short lines attached to the upper and lower parts of letters. These flourishes originate in ancient Rome. Centuries before the Gutenberg printing press, calligraphers drafted letter outlines with paint on stone. When carvers followed the strokes with flared ends and corners, they inadvertently created serifs.4
The most universal serif fonts are Times New Roman, Georgia, and Palatino. However, others like Cooper Black, Bookmania, and Windsor (see below) are rising in popularity.
Not only do serifs add character, but they’re also inviting! Brands like Tiffany & Co., Gap, and Whole Foods demonstrate this effect.
MOTION
Viewers value interactivity. With GIFS and short clips, images no longer have to be static. They can come alive!
Many billboards are no longer printed banners! They’re exclusively digital. At Times Square NYC—a major commercial intersection, tourist destination, and entertainment hub—ads can cost thousands of dollars per day.5
Animated magazine covers are the newest examples of design in motion.
UTILITARIAN DESIGN
Utilitarian design values functionality above all. This theory applies to UX (user experience) across websites and apps. If potential customers find it difficult to navigate a brand’s platform or understand their mission, they’ll leave. These days, no one has time to waste.
Beyond the digital world, utilitarian design thrives in print as well. Just consider manuals, flyers, graphs, and packaging.
While some consider this style derivative, others prize its elegance, efficiency, and simplicity. Utilitarian design is here to stay.
MAXIMALISM
At the other end of the spectrum, you’ll find maximalism, a visual feast!
This approach rejects graphic design rules in favor of daring color combinations, collages, major headings, and repeating motifs.
In some cases, margins are narrowing. Artists intend to occupy as many pixels as possible. From top to bottom and left to right, eyes rove over the multi-layered canvas.
At worst, maximalism can turn chaotic. You want to stimulate, not overwhelm.
There is much more to come! We look forward to discovering more techniques in 2024 and beyond.
Which visual trends stand out to you?
