2022 Forecast

What’s the #1 marketing question for 2022? The same as it ever was:

“How can we get more clicks from our content to our website?”

This should be the ONLY question for graphic designers and marketing professionals, since it’s our primary purpose. So how can current trends increase — or decrease — your chances for click-throughs? Let’s take a look:

1 KNOW YOUR TARGET: Gen Z is coming of age — demanding to be heard — and Millennials are still huge influencers. How well do you understand the differences and desires of the demographics you are trying to impress? Knowledge is power, so do your research! These articles provide some very helpful insights about generational marketing:

• Boomers, Gen X, Gen Y, Gen Z, and Gen A explained • Marketing Cannabis to Gen Z

2 FRESH…BUT LEGIBLE: If your words can’t be read, your message will be lost. Small type on a billboard is a missed opportunity at 65 miles per hour and ornamental flourishes may be fun for the designer but difficult for the reader. Remember the basics and make your brand memorable, not invisible.

That said, typography is undergoing another evolution — with custom fonts making a big comeback — and legibility is not always synonymous with “new.” Here are some links to the latest font releases:

• MONOTYPE
• FONTSHOP
• SHUTTERSTOCK

TIP: This searchable archive of typography “in use” is a very handy visual tool.

Creative Market is one of the secret weapons in our toolkit. Their talented stable includes a wide variety of custom type designers who offer hand-lettered fonts at affordable prices. Here are a few samples:

HACKNEY: By Ellen Luff 

BON VIVANT: By Nicky Laatz 

HOT MESS! By Sam Parrett 

GINGER: By Sensatype Studio 

TANGERINE: By New Tropical Design Studio 

3 And speaking of fonts…now is the time to start updating your library. Don’t wait til you start seeing “missing font” warnings to replace Type 1 (aka PostScript, PS1, T1, Adobe Type 1, Multiple Master, or MM) with OpenType fonts. First introduced by Adobe in 1984, Type 1 is not supported in many environments that are crucial to modern platforms — including web browsers and mobile Operating Systems — and in January 2023, the deprecated format will no longer be recognized in Adobe applications.

The paint Color-of-the-Year choices for 2022 all have a similar inspirational message for a work-at-home world: “Bring Nature Inside!” Additional buzzwords to describe them include: rejuvenating, organic, comforting, relaxing, peaceful, earthy, cozy, botanical, restorative and soothing.

4Green is top-of-mind in branding, as more consumers demand sustainability and identify with community-based campaigns. Sustainable-living spenders are “more likely to avoid a product if the company that sells it is socially irresponsible,” says Forbes.

However, targeting the right audiences with the right data is “absolutely critical. Many consumers say or look like they would support your eco-friendly brand, while only certain individuals are actually willing to follow through.”

And some shareholders are concerned that purpose is being prioritized over profits. Shots have recently been fired by Unilever investors for its apparent “obsession” with sustainability.

ColorOfTheYear-2022-Paint-GreensOnly2-500×500-128c

It’s no coincidence that this year’s choices for paint Color-of -the-Year are mostly shades of green. Paint companies set the tone for interiors and accessories in new homes, as well as the explosion of remodels for work-and-school-at-homers — who are desperate for comfortable and uplifting surroundings in these uncertain times.

“Displaying a carefree confidence and a daring curiosity that animates our creative spirit, Very Peri rekindles gratitude for some of the qualities that blue represents.” ~Pantone Color Institute

5 Pantone has taken a road less traveled with their Color-of-the-Year for 2022. Making history as a brand new hue, the “inquisitive and intriguing” Very Peri (aka PMS #17-3938) is “a symbol of the global zeitgeist of the moment and the transition we are going through,” explains Pantone. “As we emerge from an intense period of isolation, our notions and standards are changing, and our physical and digital lives have merged in new ways. Very Peri places the future ahead in a new light.”

It’s a tall order, but we think Veri Peri is up to the challenge — with a little help from her friends. Check out Pantone’s complementary palette here.

6 Now, more than ever, motion is key. Animation and movement go far beyond static images in distinguishing brands from their competition. If you haven’t already jumped on this moving train, get aboard asap.

HOMEBUILDING & DESIGN
INSIGHTS FOR 2022

CURVES: Arched openings and windows, barre-vaulted ceilings, curvy furniture and inviting niches will connect work-at-homers with comforting and inspiring surroundings.

WOOD: Lighter colors will be preferred to brighten and enlarge, with reclaimed materials helping to alleviate supply chain shortages.

DETAILS: Old World craftsmanship will gain prominence, combining patterns, two-tone inlays and nontraditional hues.

ACCESSORIES: As supplies of new furniture decreases, antiques will become more popular, and money previously spent on travel will be applied to art, rugs and decor.

Click here to read the full article by Weston/Mason Marketing for JAG Interiors, Inc.