Growth tip: Beware of design trends

As you begin to grow, you might revamp your brand's design game (and good for you!). Where I've seen this desire to improve go wrong is relying on design "trends."

Sure, every now and then you come across a useful, valuable trend, but for the most part, design "trends" are irrelevant... 99.999% of the time. I'll explain why later, but first, let's set the record straight on a core aspect of this discussion: trends vs. fads.

What is a trend?
/trend/ - noun
a general direction in which something is developing or changing.
General direction is the key term here, as it means, eventually, this new change will become the standard for almost everyone.

Some examples from the past: mobile responsive websites, remote-friendly employment, sustainability, accessibility, inclusivity, blockchain, and many others that appear self-evident once put into practice.

Trends are driven by technological/environmental shifts and could be likened to adaptations that mean the difference between survival and fading from existence.

What is a fad?
/fad/ - noun
an intense and widely shared enthusiasm for something, especially one that is short-lived and without basis in the object's qualities; a craze.

Note: "short-lived and without basis in the object's qualities." Fads have no objective, sustainable value to them. They are things liked by a lot of people until the next wave comes to drown them out.

Occasionally, they resurface with the help of hipsters who find old things and make them new again 😉

Some examples: yo-yo's, bell-bottom jeans, chunky sneakers, hula-hoops, pet rocks, bleached tips, crimped locks (basically everything from my childhood and everything worn by Britney Spears or Justin Timberlake from 2000-2005).

Fads are cool for a brief moment in time, but carry little value in making the world a better place despite having cult-like fans (like Beanie Babies or Pokemon Cards).

Actual trends vs. fads
Don't get me wrong, most of the work examples used to convey these design trends is PHENOMENAL.

Really, the folks that make this stuff are talented and I have no gripes about posting good work for inspiration or to simply showcase something beautiful.

What I do have a problem with, is touting these creative directions and work examples like they are gospel.

No matter how cool a new design style, I wouldn't bet the farm on it changing your company, acquiring more users, or helping you have more confidence in your brand.

All things considered, this criticism is limited to the design examples themselves as well as the stylistic categories that envelope them like "90s Retro," "Intricate Minimalism," "Extreme Bubble Design," and many others.

Why?

Because they do not work for every brand.

Sure, they're cool, but that doesn't make them appropriate in all use cases. This is exactly how they are different from actual trends, which are useful regardless of your industry or offering.

For instance, blockchain technology has widespread use cases whereas "dreamy gradients" do not.

Usage of photography with people of different races to show inclusion is useful within all industries, "anti-design" is not.

Accessible web design makes the internet easier to navigate regardless of niche, "minimalist retro" does not.

Successfully navigating design trends
As I said, the work used to exemplify design trends is good and often gives a renewed sense of appreciation for design and the overarching topics addressed in these articles are worth noting. So how do we separate the wheat from the chaff when presented with design trends?

The answer: know your brand and what will help your users.

The core distinction between a trend and a fad is widespread, objective value. Fads might work for some brands, especially brands being born now, but their scope is limited (remember, a trend is like an adaptation your brand will need to survive and fads are a sugar-high).

If you see a graphic style that fits your brand personality or would help you convey it more effectively, take note, but do not think you have to incorporate it to be successful. Especially if it does not feel aligned with the emotions your brand is/should be known for.

If you see a useful tool, method, framework, or technology that you think will help your users get to the next level, that is a trend worth investigating. It could very well be the next phase of business evolution and you need to be aware of it.

Do not conflate design fads with trends in pursuit of improving your brand.