A trend report in troubled times

A global virus, war, natural disasters, economic uncertainty; the world has been shaking for a while. As we’re about to enter 2024, the “happy 20s” we were all hoping to relive couldn’t feel more distant. How does today’s design mirror a society facing such turbulence? With warmth, it seems. Read to find out more!

Credits: Barbie, McDonald’s and Folksam via Resumé. Girl Scouts of the USA via Creative Review.

Modern nostalgia 

The use of nostalgia in design and marketing (as well as in movies, music etc.) has become a powerful tool to adjust old truths and look at things through modern glasses. Building on the foundation of something already familiar and combining it with contemporary knowledge, the result is a vibrant dialogue between what has been and what is yet to come. Modern nostalgia therefore challenges us, and at the same time provides us with a sense of comfort we’re all longing for. 

Credits: Anna Chandler via It’s Nice That, Dribbble, BBC Cricket via Design Week, Nike via Medium and Blumarine via NYLON.

Y2K – The urge for playfulness and fun 

Welcome back to the year 2000! Popping color schemes, early internet, MTV and low-cut jeans. Looking back, this particular era was the perfect picture of the easy life – literally sprinkled in bling-bling, lip gloss and FUN. A period drenched in the feeling that there were no problems in the world. Trends reappearing every now and then are totally natural and are often an answer to what’s going on in society in general. So even in this case. In these uncertain times we (and especially young adults today) are in desperate need of surrounding ourselves with everything cheerful, enjoyable and secure. As stated above, nostalgia has a calming impact on us. 

Credits: Formex 2023 via Hus & Hem, Odd Design Studio and Salt and Sugar via Looka, Courvoisier Bar at Selfridges via Dezeen,

More, more and more – The return of maximalism

Perhaps it was the pandemic or perhaps it was the change of mood in society overall that made the long-lived minimalism trend feel too … harsh? Whatever the cause, maximalism design has marched in at full speed. You will recognize it in everything from interior to graphic and packaging design. We’re talking loud colour combinations, bold typography, daring patterns and playful photography – preferably all at once. The outcome is eye-catching, lighthearted and full of endorphins! Naturally, minimalistic design is still a thing – but has interestingly enough evolved into a more vivid form of minimalism. No more unforgivable black on white but instead muted colours, simple illustrations and a slightly more playful lettering positioned in a classic grid like structure. 

Credits: Yuna Kim, Eun Jeong Yoo and Studio Marcus Hansen via It’s Nice That, Wang & Söderström, Skansen via Resumé, LG rebrand via Creative Review and Husqvarna.

Man vs Machine? More likely human <3 machine! 

Incredible technical and digital advancements are happening every single day. But even in the machine-driven world of tech and innovation, the focus has begun to shift towards reflecting more human qualities and soft values. We crave the ability to feel, touch and experience; whether it comes to super tactile 3D-renderings or typography inspired by classic crafts like cross stitching, it creates an exciting connection to the real world. In summary, the trend is not to be seen as a counter-reaction to technical progress – but a wish for the human and the digital to exist in symbiosis. And by doing so, tie together the future with tradition.