Summer trends highlight maximalism in branding
Summer ushers in brighter shades & eye-catching patterns in branding with emphasis on maximalism and redefinition of authenticity.
Brands evoke nostalgia and sensuality through vivid color patterns, striking fonts, and modern takes on past design trends. These elements attract consumer attention with a blend of new experiences and warm memories. Bold aesthetics are not only a reflection of a brand’s personality, but also its ability to resonate with the evolving consumer psyche.
Ettore Sottsass, the visionary behind Memphis Design group, believed that design should inspire excitement & passion, transcending mere functionality. Modern branding echoes this ethos, incorporating bold colors, opulent patterns, unique material combinations, and global cultural influences. The aim is to create an immersive, emotional experience that mixes the thrill of the new and the charm of the unexpected.
As consumers grapple with technological and political uncertainties, brands that embody energy, authenticity, and dynamic personalities better engage consumers.
Maximalist branding embraces summer nostalgia
Brands that adapt and resonate with consumers can make a clear, profound impact. Brands seeking longevity and loyalty need to have a firm grasp on both the tangible and intangible aspects of branding, and sustain open communication channels to effectively listen and respond to consumer feedback.
Current summer trends show a shift towards nostalgia, and consumers are more attracted to designs that offer memories of simpler times. Vintage-inspired swimwear, oversized sunhats, sunglasses, straw bags, and open-toed sandals are adding a retro twist to modern fashion.
Travel posters with elaborate fonts and retro graphics find high demand, with a resurgence of earthy tones and vivid hues of the 70s and 80s. These trends create a meaningful connection between the consumer and the product.
According to Marty Bell of suncare brand Vacation, corporate design strategies draw from various periods, visual styles, and subcultures. The resulting diverse influences in corporate design strategies capture the multiple dimensions and dynamic nature of societal trends.
Brands channel the nostalgia of a European holiday, capturing its essence in lively designs that merge past and present. This trend extends beyond clothing to accessories, footwear, and even fragrances, invoking serenity, yearning, and an appreciation for the simple pleasures of life.
