Articles: trends

Trends in print rarely turn everything upside down. More often they shift the emphasis: more space on the page, different favourite colour pairings, a new balance between the material and its packaging.

What keeps coming back

• Simplicity against rich decoration - the pendulum swings every few seasons, in advertising and in wedding stationery alike.
• Colours and formats - unusual proportions of cards and invitations, noticed before anyone reads a word.
• Greener choices - simpler packaging, fewer layers, materials that are easier to reuse.
• Artificial intelligence - useful for sketches and variants, not as a replacement for the idea.

It is also worth noticing that some of these directions come back after a few years in a slightly changed form. When planning materials, looking at two or three recent summaries at once tells you more than reading only the newest one.

Using trends without overdoing it

The safest approach is to treat them as inspiration rather than rules. A brand that changes character every season stops being recognisable. Usually one element in line with the current direction is enough - a different format, a calmer layout or a nicer finish - to make a piece feel fresh while the rest of your identity stays put.

Who this is for

These texts help when planning materials for a new year, refreshing leaflets and catalogues, or choosing wedding stationery. If you are after a specific product, start with the yearly summary and then move to the piece about your category.