5 Tendências de Design Gráfico para estar atento em 2023

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O mundo do design gráfico não é estanque, está em constante mutação, especialmente devido à rápida transformação tecnológica e social que acontece um pouco por todo o mundo. 

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Fica atento, porque neste artigo de blog vais descobrir 5 tendências de design gráfico que não podes perder este ano. Continua a ler e mergulha no mundo do design gráfico em 2023!

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Se 2022 foi marcado pela criatividade e o pragmatismo, 2023 é, sem dúvida, o ano da expressividade intencional no design. 

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Podemos esperar mais ousadia, cores extravagantes e tecnologias mais avançadas em diversos estilos e personalidades de design. Estas novas tendências de design digital trarão uma nova vida e uma personalidade mais marcante às tuas marcas favoritas, dando impulso tanto aos estilos de arte visual na web quanto na impressão. 

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Tendência 1: O futuro do design gráfico passa pela IA

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A Inteligência Artificial (IA) já não é uma novidade nas nossas vidas, mas o ano de 2023 deixou reservado aos designers uma nova forma de trabalho. A maior mudança no mundo do design gráfico é, sem dúvida, a forma como os designs vão passar a ser feitos.

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Os plugins e outras ferramentas sempre fizeram parte do quotidiano dos designers gráficos, mas com muitas reservas relativamente ao seu potencial máximo. Ferramentas como Figma ajudaram a democratizar a utilização de plugin’s e agora a utilização do software serve para muito mais do que aquilo para o qual foi pré-concebido. Aplicações como Runway, tornaram conteúdos que antes poderiam demorar horas de trabalho especializado a ser concebidos, disponíveis em minutos. Ferramentas como o Cavalry já permitem criar design processual e nodebased sem a necessidade de recorrer a softwares 3D muito dispendiosos. Para além destas ferramentas, não poderíamos deixar de referir o Midjourney. Esta ferramenta que tem por base a utilização de IA permite a qualquer utilizador, com ou sem conhecimentos de design, criar imagens digitais incríveis e realistas numa questão de minutos.

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A IA será sem dúvida um apoio incrível para elevar o trabalho dos designers gráficos, mas também irá impor-lhes novos desafios para os quais estes têm de estar preparados para enfrentar!

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Tendência 2: Em 2023, seguimos um novo paradigma - Mais é Mais

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A mudança da Gen Y (Millennials) para a Gen Z teve um impacto profundo no mundo do design. O minimalismo que marcou a comunicação visual das nossas marcas preferidas nos últimos anos dá agora lugar ao “maximalismo”. Cada vez mais designers optam por abordagens mais caóticas de expressão visual.

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Este novo conceito mistura técnicas analógicas e digitais, confrontando cores e sobreposição de fotografias com tipos expressivos e ilustrações, integrando múltiplos estilos de designs de uma forma futurista.

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Tendência 3: Os consumidores querem designs e marcas MAIS autênticas

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Nos dias de hoje, com a facilidade de acesso a todo o tipo de informação online, as marcas já não podem olhar para os seus públicos como pessoas desinformadas. Os consumidores exigem mais das marcas, procuram aspetos que transmitam credibilidade e confiança nos seus produtos e serviços e na forma como os fazem.

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Uma maneira das marcas ganharem a confiança dos seus públicos é através da criação de imagens e vídeos autênticos e de alta qualidade. Em vez de utilizarem imagens encenadas e conteúdos artificiais, os designers devem optar pela criação de imagens visuais autênticas e convincentes que transmitam mais sensações do que apenas a necessidade de comprar. Os consumidores querem criar ligações pessoais e sentir emoções. Só despertando estes sentimentos é que as marcas conquistarão mais e mais seguidores.

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Além da sua imagem visual, as marcas que priorizam a transmissão de uma mensagem transparente e honesta estão a ganhar o coração e a escolha dos consumidores. Um exemplo em que te deves inspirar é o da Patagonia. Esta marca é conhecida pelo seu compromisso com a transparência e sustentabilidade e em todos os seus conteúdos visuais procura mostrar o processo de fabrico dos seus produtos e promover a partilha do feedback dos seus clientes para melhorar as suas operações.

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Tendência 4: Design eco-consciente

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A preocupação das novas gerações pela sustentabilidade e proteção do nosso planeta promoveu um impacto positivo e um alerta na forma como as marcas comunicam e desenvolvem os seus produtos. O mundo despertou para a enorme contribuição que a indústria digital tem na nossa pegada ecológica. 

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Em 2023, a sustentabilidade marcará, sem dúvida, o mundo do design gráfico com a crescente consciencialização do impacto ambiental dos bens de consumo e das embalagens. Muitos designers recorrem já a formas de reduzir a sua pegada de carbono utilizando materiais mais sustentáveis no seu trabalho, cores menos intensas no desenvolvimento das embalagens e ao optarem por designs mais minimalistas.

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Esta tendência continuará a crescer à medida que mais e mais marcas e designers reconhecerem a importância de criar produtos e embalagens amigos do ambiente.

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Tendência 5: Metaverso

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Desde que Mark Zuckerberg lançou o Metaverso, que este tem sido central nas discussões sobre tecnologia e design digital, e esta é já vista como uma das maiores tendências tecnológicas para este ano.

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Para criar experiências imersivas com as marcas, os designers devem ser capazes de combinar ambientes físicos e digitais, através da IA, AR, VR e IRL. Estas áreas estão a evoluir de forma incrivelmente rápida e para estares um passo à frente da concorrência deves explorar mais sobre este novo universo.

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O Metaverso também oferece grandes oportunidades às marcas, que podem usar esta tecnologia para acrescentar valor à sua oferta e consistência à sua identidade. Em 2023, prevê-se que haverão mais referências à cultura do metaverso em projetos como ilustrações 3D inspiradas no jogo ou nos avatares da IA. 

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Se ainda não mergulhaste neste novo mundo digital, aconselhamos-te seriamente a descobrires um pouco mais sobre o que este jogo desenvolvido pelo fundador do Facebook tem para te oferecer.

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As previsões para 2023 não poderiam ser mais animadoras, pelo menos no que diz respeito ao design gráfico.

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As novas tendências que vão marcar a indústria prometem trazer designs incrivelmente criativos e cheios de cor, ousadia e realidade. Se trabalhas como designer gráfico, mantém-te a par destes novos conceitos para criares projetos frescos, modernos e visualmente marcantes. 

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Estamos ansiosos pela palete de cores que 2023 trará para animar a nossa comunicação online!

‍5 Graphic Design Trends to watch out for in 2023

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The world of graphic design is not watertight, it is constantly changing, especially due to the rapid technological and social transformation happening a bit all over the world. 

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Stay tuned, because in this blog post, you'll discover 5 graphic design trends you can't miss this year. Read on and dive into the world of graphic design in 2023!

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If 2022 was marked by creativity and pragmatism, 2023 is undoubtedly the year of intentional expressiveness in design. 

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We can expect more boldness, extravagant colors, and more advanced technologies in various design styles and personalities. These new digital design trends will bring new life and a more striking personality to your favorite brands, giving a boost to both web and print visual art styles.

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Trend 1: The future of graphic design goes through AI

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Artificial Intelligence (AI) is no longer a novelty in our lives, but the year 2023 has left in store for designers a new way of working. The biggest change in the world of graphic design is, without a doubt, the way designs will be made.

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Plugins and other tools have always been part of the everyday life of graphic designers, but with many reservations regarding their full potential. Tools like Figma have helped democratize the use of plugins, and now the software is used for much more than what it was pre-designed for. Applications such as Runway, have made content that could previously take hours of expert work to design, available in minutes. Tools like Cavalry already allow the procedural and node-based design to be created without the need for expensive 3D software. In addition to these tools, we could not fail to mention Midjourney. This AI-based tool allows any user, with or without design knowledge, to create incredible and realistic digital images in a matter of minutes.

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AI will undoubtedly be an impressive support to elevate the work of graphic designers, but it will also impose new challenges on them that they must be prepared to face!

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Trend 2: In 2023, we follow a new paradigm – More is More

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The shift from Gen Y (Millennials) to Gen Z has had a profound impact on the design world. The minimalism that marked the visual communication of our favorite brands in recent years is now giving way to "maximalism". More and more designers are opting for more chaotic approaches to visual expression.

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This new concept mixes analogue and digital techniques, confronting color and photo overlays with expressive type and illustrations, integrating multiple design styles, in a futuristic way.

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‍Trend 3: Consumers want MORE authentic designs and brands

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Nowadays, with easy access to all kinds of information online, brands can no longer look at their audiences as uninformed people. Consumers demand more from brands, they look for aspects that convey credibility and trust in their products and services and the way they make them.

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One way for brands to gain the trust of their audiences is through the creation of authentic, high-quality images and videos. Instead of using staged images and artificial content, designers should opt for creating authentic and compelling visual images that convey more sensations than just the need to buy. Consumers want to create personal connections and feel emotions. Only by arousing these feelings will brands gain more and more followers.

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Beyond their visual image, brands that prioritize conveying a transparent and honest message are winning the hearts and choices of consumers. One example to be inspired by is Patagonia. This brand is known for its commitment to transparency and sustainability, and in all its visual content it seeks to show the manufacturing process of its products and promote the sharing of feedback from its customers to improve its operations.

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Trend 4: Eco-conscious design

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The new generations' concern for sustainability and protecting our planet has promoted a positive impact and wake-up call in the way brands communicate and develop their products. The world has woken up to the huge contribution that the digital industry has on our ecological footprint. 

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By 2023, sustainability will undoubtedly mark the world of graphic design with the growing awareness of the environmental impact of consumer goods and packaging. Many designers are already looking at ways to reduce their carbon footprint by using more sustainable materials in their work, less intense colors in packaging development, and opting for more minimalist designs.

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This trend will continue to grow as more and more brands and designers recognize the importance of creating eco-friendly products and packaging.

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‍Trend 5: Metaverse

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Ever since Mark Zuckerberg launched the Metaverse, it has been central to discussions about technology and digital design, and this is already seen as one of the biggest tech trends for this year.

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To create immersive experiences with brands, designers must be able to combine physical and digital environments, through AI, AR, VR, and IRL. These areas are evolving incredibly fast and to stay one step ahead of the competition you should explore more about this new universe.

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The Metaverse also offers great opportunities for brands, who can use this technology to add value to their offering and consistency to their identity. By 2023, it is predicted that there will be more references to metaverse culture in projects such as game-inspired 3D illustrations or AI avatars. 

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If you haven't dived into this new digital world yet, we seriously advise you to find out a little more about what this game developed by the founder of Facebook has to offer.

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The forecasts for 2023 couldn't be more encouraging, at least when it comes to graphic design.

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The new trends that will mark the industry promise to bring incredibly creative designs full of color, boldness, and reality. If you work as a graphic designer, keep abreast of these new concepts to create fresh, modern and visually striking designs. 

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We're looking forward to the color palette that 2023 will bring to liven up our online communication!

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The journey of branding is not an easy one. While it's true that most businesses are able to get their brand off the ground with relative ease, there still remains this tedious process which oftentimes leaves many companies feeling frustrated and giving up before they even start!

1- How do you begin the life of a brand?

No, brands do not arrive on the beak of a stork, nor do they grow in laboratories. Brands get the life we give them and are made out of some hours of market analysis and intense work in partnership with the client. But before all this process starts, we need a briefing. The briefing is everything that is asked of the agency and the most important starting point. It is a kind of guide that will help us stay on course.

The briefing must include, in detail, the goals that the client has for his brand. Not rarely, the client doesn't know exactly what he wants, and it's up to us, Vitamina, to help them find what that might be. In this phase, we must be in accordance with timings, budget, how the client's business works, the target audience the brand wants to reach and who knows even the personal preferences of our client.

2- Looking beyond to know what the brand is going to be

The success of a brand often depends on how different it is from the competition. Sometimes the product is nothing new, but what will make it unique is the way we communicate it. And this is all part of the branding process. Before we start, we have to look at the "supermarket shelf" and understand where our product/service is going to be. Understanding the strengths and weaknesses of the competition helps us identify the challenge and point of differentiation of our brand.

‍After all this is identified, we look again at our target audience and we will scrutinize what they have to tell us: what do the people who are going to buy our brand like? What do they do? What do they identify with? Where do they live? What is their lifestyle? How old are they? What desires do they have? What do they aspire to be... and so many other questions can be asked, depending on the complexity of our offering.  It is also a good practice to look at examples and references of what our brand wants to become. We all have an idol in music. What about brands? Who is/will be our idol brand?

3- Looking inward to define who our brand is

The third phase is the so-called "introspection time". Have you ever thought how nice it would be if, before we were born, someone gave us the opportunity to define exactly what we want to be? In the world of branding, this is possible and helps a lot in the definition of brand identity.

At Vitamina, we follow the framework suggested by Simon Sinek in his TED Talk "Start with Why". The Golden Circle model is an inspiring way to challenge the tax and find the essence of brands.

It translates into three levels of perception, with different goals, which in the end will complete each other. The "Why", the "How" and the "What". In essence, our purpose, our process, and the result.

If you think of a simple example, namely Nike, you can easily understand the importance of these three points.

‍Why: Nike's main purpose is to overcome the limits of the human being through sports.

‍How: To do this, it develops high performance technological solutions for a very specific result.

‍What: Sportswear that helps us overcome more and more challenges. This is a super interesting exercise to do at home with other well-known brands like Coca-Cola, Apple, Adidas, etc. A successful brand must have an authentic purpose. After all, this is where its true essence is found!

4- Define the pillars that will always guide us

In a fourth phase, it is necessary to define the pillars that will guide our brand now and, who knows, for all time. And here comes the Mission, Vision, Brand Personality, and Positioning. This all sounds far-fetched, but if the work in the previous point has been done well, defining these four points is easy! In short, having a Mission is fundamental and goes far beyond the ultimate goal of the business which, we all know, will always be to sell. The Mission is like an extra motivation when things go less well and should be remembered and shared by all the people involved in the company's business. The Vision is the ultimate goal. It is the maximum distance we want to go and should be translated into a simple sentence.

5- What are the main traits of our personality and what message do we want to convey?

Finally, the brand has its own personality that must be reflected in the main element, the logo, but not only. It must be reflected in all communication supports. So let's go back to the initial point of this article: comparing brands to people. There are all kinds of people. There are the shy ones, the brave and rebellious ones. There are the mysterious ones and the funny ones. What personality will our brand have?

This will also be the key moment to define what message we want to convey: brand positioning is the place that the brand occupies, before the competition and in the consumer's mind. It is the result of our essence, our pillars, and our personality that we want to keep always present. And the more differentiating it is, the better!

6- And finally, the logo!

What a long branding process it is! Finally, the logo. This is the most important element of our brand and the one that will convey all of the above points simply and clearly. The logo is the most visible element and the one that will distinguish us from all the competition. In visual terms, the logo must be perceptible, and adaptable to the different media where the brand will live, it must be differentiating and unique. And finally, in terms of chromatic amplitude and shapes, the logo must transmit all the work that was previously defined for the brand.

Excited? Let's start a new branding process together!

The business world is shifting gears

Covid has accelerated the growth of the internet. Cloud-based software, services, and solutions are now a staple in our personal and professional life.

Still, many companies, especially B2B ones, have lagged behind due to a series of reasons. They relied heavily on in-person events and personal networking to communicate products and services.

The new paradigm shows that it is also possible to effectively communicate using the internet and acquire new clients even in the most traditional B2B sectors.

To accomplish that, companies should take a deep look into their marketing strategies and assess their brand recognition in order to understand if they’re up to the challenge.

Based on our collective experience at Vitamina. these are some of the main obstacles that brands need to tackle.

Problem: Missing logo manual

Is your logo readable? Is it easy to use on your social media properties? Is it accompanied by unnecessary text like slogans and other mottos?

In many cases, companies do not have a logo book that defines the logo usage including horizontal and vertical or positive and negative versions.

The absence of a coherent framework to use a brand’s logo is a major obstacle to building a coherent presence in the digital world.

Solution: Update your brand and design a logo book.

Problem: Missing brand book

Having a logo manual is quintessential for you and others to properly use your brand but in many cases, that’s not enough. Modern brands also rely on accurate brand books.

This is a document that defines the brand's universe and besides the logo, it gives guidance about your brand tone of voice, iconography, illustrations, colors, typography, and many other visual and conceptual elements.

It’s very hard to build a website from scratch without this document as it increases the number of interactions between client and agency, making the process less effective and therefore more costly in time… and money.

Solution: Make the creation of a brand book a priority.

Problem: Absence of proprietary photography and footage.

It’s nearly impossible to build a modern website without quality content, namely images, illustrations, and video.

The alternative is to use stock photography but that carries a series of potential problems, being the most obvious to display the same images as your competitors on your website, for instance.

In order to build a cracking institutional website, you should have photos and videos of:

• Facilities
• Equipment
• Main projects
• Main stakeholders (people)

Solution: Commission the production of video and photography of your people, facilities, and products.

You need eggs to make an omelet

Vitamina. can help you build a world class brand: be it to redesign your logo, manage your social media properties, define a proper strategy to acquire new clients, or build a lightning fast responsive website. Give us a call.

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Written by: Sérgio Abreu