59-61.qxp_Grid 20/01/2021 12:54 Page 2
Art Source
Hannah Curtis (below), director of Creative Sparrow: Drivers: “Greeting cards in themselves are a trend in which we should relish in during 2021.To receive a card is to be given a smile from afar, a handwritten sentiment and tactile product to be displayed in our homes, which, let’s face it are our new islands. We find ourselves looking at the shelves of newsreaders and chat show hosts as they record from their homes, the books they display on their bookcases, the trinkets that give a glimpse into their world and the greeting cards they showcase - no digital message can take the place of a card!”
A trio of trends… Alpine: “This trend combines a multitude of themes we have been seeing throughout 2020 and before, balanced between the ongoing need for mindfulness and calm, the care we have for all things environmental and sustainable and the growing need for the outdoors. Alpine takes us further into the world of adventure and exploration, a visual synonym for the feelings Top right: Artwork by Maria Over (from Creative Sparrow). Above right: Caro Windmuller artwork reflecting the trend for maximalism (from Creative Sparrow). Left: A design by Lucy Hadley (from Creative Sparrow).
Kaye Hunter (below), licensing manager of This Is Iris: Drivers: “We are constantly looking to influencers and forecasters to predict trends to see how they may influence buyer's decisions and more importantly, how they might support the creatives we represent. However, the world has changed so dramatically in the last 12 months that the rule book has been torn up. The inspiration and drivers are very much stemming from our true emotional self rather than being affected by the latest ‘new thing’ or latest radical colour palette. If I had to pick one overarching trend that I feel will be strong this year, it would be that we have all become a bit more human, and more aware of what is important.”
A trio of trends… Mindfulness: “Having been bandied about as a somewhat hollow buzzword for the last few years, the last nine months has given mindfulness real substance. The appreciation of hearing the birds singing, deriving 60
PROGRESSIVE GREETINGS WORLDWIDE
we are experiencing in a world where we seek to explore not only our surroundings but ourselves. This trend allows us to daydream into the great outdoors.” Immersive Ambience: “Having explored the big outdoors, it’s time to come in from the cold and into the solace of our homes and, no matter how big or small, town or country, there is an ongoing desire for our spaces to provide tranquillity. A holistic approach sees spiritual symbols as well as star signs and the current astrology trend enter our home aesthetic, with a dark and magical palette mixed with vibrant pastels and matte metallics. Global inspiration and distant shores make an appearance, with laid back island vibes, tropical leaves and florals used to bring the outside indoors, striving to make our spaces a fulfilling cabinet of curiosities.” Sartorial Fantasy: “The trend for maximalism as we curate ourselves and our interiors sees us seeking vibrant colour palettes and a frivolous aesthetic, a trend for the superfluous yet gorgeous luxuries in life. While we dream of those indulgent parties and wild gatherings, sequins are also making a daring comeback as we embrace the living room disco and allow a relaxed glamour back into our lives.”
pleasure from noticing the blossom on the trees during our daily walks.” Sentiment and Caring: “Things we were once blasé about, seeing family, meeting up with friends, assuming everyone is always there is no longer the case. Purchases, particularly in greeting cards and gifts, have become important conveyers of care, love, showing you are missing people with editorial and script-based designs having much more resonance.” Sustainability: “The fragility of our planet and our responsibility to play our part in safeguarding it has become the norm rather than the exception. Consumers are making more conscientious purchases with concerns over sustainability almost now engrained in our psyche.”
Above right: An uplifting message on a Pabuku design (which is represented on the licensing front by This is Iris). Above: The sentiment of hope for us and our planet is strong on this Georgia Breeze design (from This is Iris). Left: A settling message from a Dom Vari design (from This is Iris).