Every now and then, an artistic avant-garde emerges as a response to the previous one, and it is natural for things to work this way. Since answer to a dispute the study of artistic movements emerged as a trend, it is interesting to understand how advertising absorbs these issues and even the reason behind these ruptures. Minimalism in the current trend emerges as a response: reduction, dispute and identification.
Although artistic movements generally have very specific periods, in advertising and entertainment the timeframes are more flexible and tend to follow their own trends. For example, in Brazil, TV and radio emerged almost a decade after the United States – which delays some trends from infiltrating the national reality.
How it all began: minimalism and skeuomorphism
Vinyl records lasted until the early 1990s, and VHS until the mid-2000s. Artistic trends in Brazil followed their own trends, and despite the European influence in the 1950s, with pop art dominating everything, here we have valued minimalism since the beginning of television. Whether due to ease of application answer to a dispute or low technology, the middle of the last century has always embraced simple lines. However, after a few years, things started to change, and they would never be the same again – or would they?
But everything changed in the mid-1980s, when Hans Donner changed the game. The German designer created the Rede Globo logo with ultra-modern 3D for the time, as well as intermission vignettes, announcements and a graphic design that was exported to the rest of the world. It was in this decade that any unripe problems? modernist skeuomorphism began to take shape, and it would remain that way for almost 20 years.
The skeuomorphism answer to a dispute movement was embraced by Apple with the launch of iOS, and was perfected up until iOS 6. Imitating real shapes and colors, ultra-realistic designs were the trend from the 90s to the 2000s. But, around the 2010s, things started to change a lot, especially with the launch of Windows 8.
The Big Comeback: Minimalism Rules Design
With simple colors, straight lines and color contrasts, minimalism is back as a global trend. From now on, Microsoft’s operating answer to a dispute system was adapted to be installed on cell phones – since smartphones were starting to become popular. Along with them came iOS 7, which would forever change the way Apple works with its graphics package – and Rede Globo did the same for its media in 2014.
So the question remains: what is the trend behind this? It has been almost a decade since the beginning of this movement and, apparently, nothing has changed. Quite the contrary, simple and reductive forms have taken over the market, with a dominance of 2D that generated controversy in the rebranding of Petz, for example.
One explanation for this keep your budgets up to date trend could be the competition for attention in a multiplatform medium, with several screens at the same time and lots of advertising. With the popularization of short video apps, there is a tendency for people to pay little attention and, with an infinite player, just scroll through the timeline, without paying much attention.
People Need Minimalism: A Clear Contest
This applies to people who only use TikTok, or to people who walk down the street, for example, watching a TikTok, passing billboards and several screens or televisions in shop windows.
The tendency is, therefore, for your brand to be recognized in the shortest possible whatsapp database philippines time and, as a result, win the fight for the attention of the target audience. With Generation Z and Alpha dominating the use of social networks, gaining their attention ends up being quite a difficult task. Therefore, it is preferable to provide as much information as possible in the shortest possible space.
In this way, iconograms and brands that are lean and have their own name in the logo can be sure that they are not only future-proof, but also easier to gain attention. We are talking about a faster, more immediate generation that needs all the information in a short time, with little reading and, even, with a few seconds of video – before they skip the ad to watch the video they want.
Simplicity and readability: a return to the past!
So, much more than an artistic vanguard, minimalism marks ten years of its triumphant return and proves that it is here to stay, with several brands understanding that this is the way forward. App icons, various applications, in short! Minimalism is the current trend in advertising design and has been fulfilling its function with the target audience, proving that winning the dispute is also about looking to the past.
An example of this is the Burger King logo. While its main competitor has always been as minimalist as possible in its logos, BK used a 3D effect and a lot of information and text in its icon.
It is worth remembering that minimalism is also an architectural trend and, therefore, is present all over the world, including UI design – in website creation. All information must be legible and easy to understand by the target audience. Simple and contrasting colors, for example, can be a priority here.
Conclusion: here to stay!
Today, they are apartments, TV series openings, streaming services, snack bars, and even Christmas and Carnival decorations – known for their typical maximalism. With minimalism dominating everything, it is important to understand where it applies and what the advantages of its use are, which values organization.
Therefore, when creating a brand, it is essential to know what the market trends are and, therefore, to know how to apply them.
Currently, there are other artistic movements that play with the nostalgia of skeuomorphism.
To create a branding (or rebranding) for your company or brand, schedule a visit with Kameleon Marketing Digital and we will, with the best market trends that fit your brand’s purposes, make your company the best!