107_109_Art Source.qxp_49/51 20/01/2024 13:33 Page 1
Aesthetic Foraging
Art Source
A hark back to traditional techniques which exude authenticity, imagery of decadent desserts, retro hues and foraged and folkloric treatments are just some of the trends predicted by experienced design bellwethers. Hot on the heels of last edition’s smorgasbord, PG serves up a second helping of the cultural drivers of our creative tastes for 2024.
Hannah Curtis managing director of Creative Sparrow “It looks like we are in for another tumultuous year. With worldwide displacement, disruption, political tensions, and a growing fear of inevitable events an uncertain anxiety is yet again changing the way we think, act and react. Drivers include the very real fear and Above: Hannah Curtis subsequent reaction to climate change, the believes we will be screaming out for a rise of AI and economic uncertainty while also feeling of calm this year. Below left: Pure artistry grappling with the fear of ‘tipping point’, the will be appreciated, such as by fine artist Cordelia need for individuality and familiarity, as well as Hutchison (represented a scream out for calm.” by Creative Sparrow). Here Hannah shares her trio of trends…
Traditional Authenticity “Traditional art will be a key trend in 2024, a way of breathing new life into long forgotten techniques as a direct backlash and reaction to the rise of AI. There will be a longing for art that has been obviously created, whether digital or through a traditional medium; we will want to see the creative behind the creation. This is a direct link to the emergence of AI-free zones which will be a trend in 2024, with creatives making the viewer aware that their designs were ‘created by humans’.”
Soula Zavacopoulos founder of The London Studio “Nostalgia for the past is something many consumers rely on when the future is uncertain, while others turn to escapism and playfulness. From countries battling wars, to the cost-ofliving crisis, soaring inflation and a turbulent economic and political climate, there is a lot of discontent at present. In such uncertain times, people are drawn to aesthetics that provide them with familiarity and comfort. Nostalgia for the Above: Soula Zavacopoulos believes past grows, and consumers are drawn to imagery the yearning for the safety of the past will be which help build feelings of calm and comfort. prevalent in 2024. Right: A pair of designs Similarly, artworks which evoke escapism are also from The London Studio popular, as consumers look for ways to escape which re-present the past for today. the realities of difficult times and feel uplifted. As such, trends for retro design and nostalgia will continue to grow in 2024, with iconography from across the decades 60s-00s mixed
Right: Green and retro hues on artworks from Ginger Deverill (xxxx) and Julia Cornelius (xxxx). (All represented by Creative Sparrow). Below right: Flowing typography by Letters from Julia. (Represented by Creative Sparrow).
Nostalgic Hues “Nostalgic colour palettes and the continued love of all green hues seen in 2023 will be very visible in 2024, with a nod to the nostalgic eras of the 1970s to 1990s, bright combinations paired with peachy hues eventually ending with hints of brown. Both calming and familiar, these palettes recognise attention and emotion, two important social aspects at the forefront of our minds in the current climate.”
Tackling Typography “We will also see a lot of new and exciting ways to tackle typography. This is another reaction to the rise of AI and a need to stand out as a brand, with handrendered fonts and calligraphy being key in 2024. Users will want to find new ways to come across as authentic and unique in a world where so much of the ‘same’ is seen across brands and retail. Bold fonts as well as a take on the classic, such as a compressed serif gives a stylish take on a constant and nostalgic typeface.”
together to create fun, nostalgic and tongue-in-cheek visuals. Similarly, seaside and coastal themes will be popular, as they are both nostalgic and uplifting.” Soula elaborates on three trends…
Nostalgic Retro “Nostalgia for the past is something consumers rely on when the future is uncertain. Particularly targeted at Gen Z and Millennial consumers, we are going to see more iconography from across the decades 60s00s, creating fun and playful visuals. We will also see more pattern and playfulness in design. Retro themes and fluid wavy designs are popular, with wiggly graphics and hand-drawn type give a whimsical carefree feel and a nod to the past.” PROGRESSIVE GREETINGS WORLDWIDE 107
