Written by Laura Garcia Gomez. Graphic by Aubrey Lauer.
Therapeutic Laziness, the Forever Young Adult and Future Dusk are just some of the trends that will determine 2025 and beyond according to WGSN, a world-famous consultancy agency that sets the behavior patterns of our target audiences. Learn about it and how to translate these trends into visual cues to get the best out of the market.
Starting with the anti-wellness movement, this trend elevates “bed rotting,” or being intentionally unproductive as a self-care activity. This introduces a pro–mental health ritual that users can incorporate into their daily routines and feel proud for finding time for themselves, rather than feeling guilty about procrastinating. This hedonism-like way of thinking comes as an antidote to the increasing burnout and high anxiety levels that we are experiencing as a result of the “always be productive” post–COVID trend. Now, this therapeutic laziness turns into self-made sanctuaries where minimal, natural and relaxing typographies start building this aesthetic for brands that want to offer a universally indulgent and restorative appeal.
Secondly, we can talk about the “forever young” tendency that is delaying adulthood in young adults as a result of a resurgence in nostalgic aesthetics. With a comeback of merchandise, toys and video games from the 1990s and early 2000s, brands are rethinking how they connect with the “young at heart” across all industries. This reflects in the strong comeback of Y2K fashion, metal heart graphics and futuristic Y2K Chromecore designs. Graphic grunge-like textures, urban typography and cold color schemes are the visual elements we are looking for.
On another note, we are now becoming global citizens. Being cosmopolitan and culturally curious is what we aim for, and that is showing in the new spices we choose to add to our kitchen cabinets and where we decide to get our take-out lunch from. This trend also translates to visual narratives, making exotic prints and foreign images more interesting and appealing when it comes to marketing a product. Exposing the roots, the origin of the brand and how it’s connected to its demographic through its branding strategy will create a better sense of belonging and elevate the message. Some examples are the resurgence of classic Italian illustrations and Mexican patterns.
Future Dusk is the color for this era of transition. Moody and intriguing, it offers a sense of mystery and escapism. At the same time it has a sense of calmness and stability. It aims to act as a futuristic yet familiar visual cue that evokes surrealism, giving cosmic vibes but also serving as an evolution of a more earthy and grounded deep blue. It aligns with the long-term trend toward transformative colors, driven by the consumers desire for emotional experiences that have some kind of wow factor.
Soft Adventure comes as a way to participate in outdoor activity without having to put extra effort into it. Just walking, a little bit of jogging or a short hike will do to check those health marks and get your steps in. That goes along with how athletic clothes are finding their way into casual, everyday wear. Bringing along those neon colors and vibrant pattern combinations sometimes doesn’t make sense, but since they are sporty it’s valid. Those super-optimistic color combos, such as the ones on running shoes, can be applied to graphic systems and mood boards to complement your design with an energetic vibe. Focus points with strong colors in layouts and compositions, as well as gradients and colorful overlays, is a perfect way to stay tuned in with what is trending.
The last trend that I want to put on the table is the fake food aesthetic. These items tap into the feel-good, stress relief power of bringing up a smile, with goofy graphics and nice, vintage-like visuals. With that comfort food breakfast imagery in context, the more
realistic it looks, the more surreal the effect is in whatever form it’s applied — candles, home décor, toys, fashion accessories and more. Have fun and encourage your customers to have fun as well, no matter how small the treat or how cheeky it may seem. Exaggerate your kidult appeal, play with nostalgia, wild patterns, warm golden-hour color palettes and glossy finishes. Make your audience hungry for more.
Laura is a Graphic Design M.A. student with a professional background in branding and editorial design. When she’s not creating new content for District, she’s probably at Forthside Park, running, drawing, having a picnic, or simply soaking up the sun. She’s Colombian, so she takes her coffee really strong.
