Of course, the nineties was a whole 10 years and didn't have just one aesthetic. Why now exactly? Perhaps partly because those who were young in the 90s are now in charge of making decisions, but there's also something comforting in the longing, idealized gaze backwards. We've seen 90s nostalgia emerging strongly in the past year, from Netflix’s Fear Street to Tamagotchi's resurrection in a smartwatch. With the appearance of anti-design, we can't help think back to the hazy days of the 90s (GeoCities anyone?). Yes, everything comes back round eventually, and sometimes it doesn't take so long. 90s nostalgiaĪustralian studio Universal Favourite’s work for cosmetics brand Youthforia positively drips with 90s nostalgia. "Those people get to decide what they think feels good and they’re not tied to these social norms put on us without our permission. But you also have seasoned designers who know the rules and are intentionally breaking them for the same reasons." 03. "It’s creating a more welcoming environment for those who aren’t 'classically' trained in design or who didn’t go to a big design school," she says. While anti-design isn't quite the wild west, it does open things up for none designers to challenge traditional gatekeeper, Veguilla-Lezan believes. Slovenian designer Nejc Prah went for a design "that felt a bit overwhelming" in his work for Boiler Room's System Restart festival to reflect the "diverse, overlapping, and constantly changing festival lineup," and it perfectly fit the post-lockdown mood. There's method behind the apparent chaos when it's done right, and it makes sense at a time of intense competition for the digital audience's attention. “The nature of it says do what you want - screw what traditional design rules say and create beyond the “design box” we’ve been given." Basically breaking barriers," says Jennifer Veguilla-Lezan of Bella+Sophia Creative Studio. "I think this is design evolving, also keeping in mind societal changes when it comes to things like social norms and even inclusion. This graphic design trend revisits the heady early days of the internet through the eyes of digital natives seeking to break the mould of cookie-cutter templates, even it means making design that's intentionally disorientating. Instead, they're turning to the influence of what's been described as a new anti-design: an anything-goes riot of clashing colours, types, irregular shapes and jarring collages. Whether it's a result of the Covid-19 pandemic or simple boredom, some people just aren’t accepting the neat, harmonious homogeneity that’s emerged from the conventions of app design with its emphasis on usability. Studio Nejc Prah's design for Boiler Room's System Restart festival feels "a bit overwhelming" (Image credit: Studio Nejc Prah)Īt the opposite end of the spectrum, there's a graphic design trend in 2022 that's eschewing minimalism completely.
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