Design Trends 2020
Published :2021-02-05 | Blog
Design Trends 2020

Main trends


Bright colors

The trend smoothly wanders from 2019 to 2020. We are promised to use more and more bold colors, which gives designers a field to experiment, and business - the opportunity, literally and figuratively, to stand out from the competition. 


Яркие сочные цвета – услада для глаз и тренд


Bright juicy colors are a delight for the eyes and a trend.

Bold colors are clearly not suitable for every brand, but, for example, in advertising materials, as an exception, you can use them.




In his book "100 New Design Principles", Suezen Waynshank writes that the male target audience prefers a symmetrical layout, while the female target audience prefers more asymmetrical options. However, everyone will love asymmetry if it grabs attention and surprises.

Ассиметричный паттерн


Asymmetric pattern.

In fact, this is not the first time this has been encountered in design, we agree that often such a performance turns an ordinary design into a bold and interesting solution.


Animated graphics


Moving elements on site pages, in advertising materials and as part of mobile applications engage users in interaction.


Использование анимации в дизайне: по-прежнему в тренде


The use of animation in design: still trending.

Animation has been in trend for several years now, and I would like to note that we feel this trend, since over the past 2 years the volume of work with animation has grown several times. It is great for implementing microinteractions on your website and applications, as videos, and for adding animated illustrations to your content. Video infographics and regular videos using GIF animation also go very well.


Using gradients


The trend began to take shape in 2019, strengthened this year and will be relevant in 2022. It is also actively used in branding.


Пример градиента в дизайне от


An example of a gradient in design from

Earlier designers (10 years ago) did not seem to know that there are a huge number of bright and pastel gradients, as well as those with an irregular shape with distortion and blur. This is one of the most common gradients today.


Isometric illustrations


Isometrics is used in full in advertising, computer games, photography, iconography. The trend does not lose its relevance and boldly strides into 2021.


Изометрика в дизайне


Isometrics in design.

Isometric is used both in illustrations and in infographics, in various visual design of content. It can also be found in animated videos and even in product photography.


Augmented reality (AR)


The trend from the entertainment sphere has firmly migrated to mobile and web design, and online stores are implementing it when they organize virtual fitting rooms. AR is gaining popularity and will definitely be used in 2020.

Not such a well-developed area, in which there are not so many designers yet. In fact, this is a very promising direction. By the way, if it's a secret for someone, augmented reality is found not only when using VR glasses, but even when using a mobile phone. Many companies use augmented reality, develop games, useful 3D objects, and add interactive content to printed products.


Unique and authentic photos


Stock photos have become not just bad manners, but the subject of unbridled sarcasm. Sites with people smiling at any life situation cannot be taken seriously. Designers pick up cameras and take photos of their colleagues or client's employees.

It has been said more than once, but I will repeat once again: stock photos are just UG, which now no longer inspires confidence among site visitors or consumers. Atmospheric, unique and emotional photographs are always more interesting to observe than the glass faces of fashion models. Even if you won't even be able to "take photoshopping", you can use free services to improve or stylize the photo, if necessary, and that will be enough.


Minimalist design


To highlight one thing and make it beautiful: this trend solves the problem. No - "trash" design. Yes - to the point!


Пример минимализма в дизайне


An example of minimalism in design.

The main thing is that there is no minimalism for the sake of minimalism. The main thing here is the emphasis on content or product.


Maximalist design


The trend opposes itself to the saying "less is better", because sooner or later users begin to want color contrast, mixing styles. No wonder, for example, in the furniture industry there is a transition to eclectic interiors.


Пример максимализма в дизайне


An example of maximalism in design.

This trend is imperceptibly approaching, and, if someone noticed, it is more and more common. Maximalism is distinguished by a large number of details - it is likely that in a year it will be the main trend. Companies decide in this way to stand out from the competition, and the fashion for the 80s is slowly coming to replace the 60-70s, from which the trend towards minimalism just started.


Packaging design trends


In industrial design, specialists adopt all the main trends, and also take into account the specifics of packaging - for example, they show that non-traditional and / or natural materials (biodegradable, edible, etc.) are used in production.


Пример дизайна упаковки


An example of packaging design.

Since we spend most of the time in offices or in a big cities, we interact less with nature. When great attention is paid to nature and ecology at the public level, it is relevant to produce environmentally friendly materials or, for example, recycleble ones (craft paper, cardboard, recycleble wood or plastic).


User interface and experience design (UI / UX) trends


Mobile application interface


Mobile traffic has overtaken desktop applications, services and websites and accounts for 57%. Today, when developing, it has become mandatory to make a mobile version of a web resource.

Пример мобильного интерфейса

An example of a mobile interface.

I remember that many people said that there was no need to create interfaces on mobile devices and there was no need to focus on it. Well, now the companies whose most active visitors are using gadgets are simply obliged to implement adaptive versions of sites, pay attention to the interface.


Negative space


This is everything that surrounds or is located between the objects of the drawing. The trend is used in all directions of design.


Пример негативного пространства в дизайне


An example of negative space in design.

Negative space is mainly used only in minimalist design and thanks to it, you can create clear accents on the necessary content elements - headlines, photos, text. It is widely used, and it will be relevant for a long time.


Illustrations in web design


Картинка на анонс для комикса «Человек-редактор: начало. Выпуск № 1»


The picture for the announcement of the comics "Human editor: the beginning. Issue No. 1 "

Illustrations have really started to be introduced more often. The most popular, respectively, is the profession of an illustrator. Note that the trend in the illustration intersects with the trend in animation. If you use both tools, it will have a positive impact.


Illustrative icons


Such icons attract attention, quickly help the user to understand their purpose.


Пример иллюстративных иконок в дизайне


An example of illustrative icons in design.

Previously, minimalistic icons were popular - flat or linear, now it is bad manners. Now we need to make more individual drawn icons. It would seem that this is a trifle, but the design consists of these trifles.


Fluid, geometric and asymmetrical shapes


Liquid Forms were trending in both 2018 and 2019. Combining them with gradients and vibrant colors, designers continue to set the tone for the industry.

Пример использования ассиметричных форм в дизайне 

An example of using asymmetric shapes in design.

Such forms are very well and are now being implemented in most cases, thereby bringing a more interesting look to standard design elements, for example, when decorating information blocks or product cards, as well as as a background for photos or illustrations. More and more, this implementation is found as a background image, illustrations and patterns. It usually looks like a combination of different kinds of shapes with bright or subtle variations in color or gradient. The trend for such figures has already been observed for several years. I think it will also grow next year.


Video on the background


Background videos on landing pages or corporate websites can sometimes tell you more about a product than dozens of words. This is how it affects engagement and, ultimately, conversion.

Nevertheless, there is a gradual decline. Companies use videos for ad landing pages, but these types of video substrates are often short to save resources.




Micro Interactions are animated elements that are used to create visual effects on mobile platforms. Пример микровзаимодействий


An example of microinteractions.


Microinteractions are an essential part of interface design. They affect the behavioral factors of the site. In the future, interface animations, reactions to any actions on the site will also be used. Everything so that the user feels the functionality at an intuitive level, and also gets pleasure when interacting with the site or the application interface.


Bold fonts as an alternative to images


Typography is experiencing a period of increasing popularity. Brands use it to show and talk about their products, sometimes completely removing images.


Когда шрифты вполне могут заменить собой иллюстрацию


When fonts can easily replace illustrations.

That's right, fonts specifically for headlines, typography instead of illustrations and photographs. This works well for sites that focus primarily on content over visuals. In general, typography has been one of the most effective design tools before. I advise you not to miss this trend.


"Torn" modular grid and overlapping elements


The traditional modular grid will never go away, but designers want to go beyond the boundaries of the usual forms in both senses and create the effect of understatement. Users are enjoying this more and more.


Пример разбитой модульной сетки в дизайне


An example of a broken modular grid in design.

Broken grids and overlays give a very interesting visual against a regular layout. This implementation fits very well with minimalistic design decisions. If a large amount of content is expected, it is worth considering whether such a grid is suitable for the project. In general, there is a tendency, and it appeared against the background of the fact that many sites have recently had standard solutions and are largely identical.


3D illustrations


3D illustrations permeate all areas of design because they are an effective way to create emotions in people. No wonder they are used by large brands - nVidia, Apple, Megogo.

Пример 3D иллюстрации


An example of a 3D illustration.

3D illustrations are as relevant as flat illustrations. From 2019, the trend towards 3D visualization will continue into the next year. I would like to draw your attention to the fact that it is also important to combine 3D visuals with flat illustrations, insanely cool compositions can be obtained.


Typography trends


Emphasis on typography


Fonts from "handy tools" are increasingly becoming an independent element in design.

Четкая акцентуация на типографике


A clear emphasis on typography.

Nowadays, the emphasis on typography is more and more towards the uniqueness of the font family. Headings on site pages or in advertising materials are often implemented using non-standard text and headings arrangement. In addition, more and more unique font families are used. Recently, very popular is the outline implementation of symbols in typography, the merging of text with a background image and illustrations. As before, it is important to design logos and branding using a corporate family that is done for a specific brand.


Customed fonts


In pursuit of uniqueness, brands not only work on their products, but also on the graphic design of content. They create their own fonts, of course.

Образец брендированного шрифта


An example of a branded font.

This is the same as with unique images. Now it's really cool to have your own font to associate your company with, and it also adds personality to your brand.


Big and bold fonts


From year to year, fonts are getting bigger and bigger. This has been the trend in previous years, and will be in 2021. When combined with a minimalistic design, large type only wins.

Пример больших шрифтов в типографике


An example of large fonts in typography.

As I said about typography earlier, the emphasis on selling and emotional headlines is now relevant and will continue to be used, and we in the company have always gone directly towards high-quality content and a catchy big headline in advertising and on websites.


Outline typography


With the help of outline fonts, you can place the necessary accents and draw attention to individual parts of advertising and informational texts.


Пример контурной типографики в дизайне


An example of outline typography in design.

Unfortunately, outline typography rarely finds itself in small projects where the focus is not on typography or cool illustrations, but on functional content. It is suitable for corporate websites, where a single well-thought-out style will be maintained using just such a solution, and will also be relevant in advertising printed materials or in branding.


Using serif fonts


Sans serif typefaces have become firmly established in design, but Serif typefaces are increasingly being used either in combination with round ones or as a standalone design element.


Пример шрифтов с засечками в дизайне


An example of serif fonts in design.

Serif fonts fit very well with modern designs, but I would not recommend using them in all projects. They can be effectively implemented as headings.


Motion design trends




This trend is typical for both 2D and 3D animation. It is perfect for stylizing retro games, images on old TVs, for mental transfer to the past with all its attributes.

Пример использования эффекта зерна в анимированной графике


An example of using the grain effect in animated graphics.

The grain effect is heavily used in videos, but it would also be nice to implement it in animations to create an immersive effect. And to achieve this is not difficult at all.


2D flat animation


In fact, these are good old cartoons, which are designed to attract the attention of the target audience to the brand's products.

2D space animation is now relevant and is used by most companies and designers. As we said above, the animation has become more interesting due to the use of gradients and shadows. Usually, this kind of animation is looped: thanks to this, you can watch and enjoy them for a long time. The trend will develop and even more interesting solutions in animation will probably appear.


3D graphics in animation


The advertising video, made in 3D graphics, shows a good conversion - it is spectacular and beautiful. Brands will continue to use the trend in 2020. And not only them (hello, Disney!).

Пример трехмерной графики в анимации



An example of 3D graphics in animation

Fully crafted 3D animations are challenging, but if the budget allows, it's worth trying to implement. Simpler solutions are more common: for example, using simple elements in animation significantly reduces labor costs. It is relevant to combine 2D animation with 3D objects.


Branding and logo design trends




It is not surprising that this long-term trend is not going to lose ground, because its key idea is to maximize the readability of logos of any size, especially on electronic media. So many companies are likely to keep simplifying their logos further.

Примеры упрощения в логотипах


Lost fragments


The original form of simplification for text logos - individual parts of the letters are removed to make the composition original and recognizable. If you are familiar with the Negative space trend, then you probably already noticed its echo in these fragmented logos, when looking at which your brain will fill in the gaps and form a complete image. An excellent field for experimentation, just don't forget about readability.

Примеры потерянных фрагментов в логотипах

Text logos


Such logos are fully consistent with the current trend towards simplification and represent the most convenient way to redesign existing logos. Therefore, the search for fresh solutions by experimenting with types of fonts and their presentation will continue in 2021.


Примеры текстовых логотипов




The trend we predict will make the gradient more functional in the logo. Original visual effects, a sense of depth or volume, new shades and unexpected transitions - we believe that designers will actively use the gradient to achieve a variety of goals.


Примеры градиента в логотипах



The emergence of this trend can be considered a kind of echo of the popularity of gradient logos, which often used such bright, "acid" colors. We believe that neon may well become an independent trend and give originality to a simple logo.

Примеры неона в логотипах



Focus on details


The desire for a kind of imbalance and graceful asymmetry will surely intensify in 2020, because carefully calibrated distortion of the proportions of the logo is an original and effective way to draw attention to it.


Примеры акцента на деталях в логотипах


Vertical placement


More recently, Letter stacking has inspired designers to experiment with lettering on text logos. In 2020, vertically oriented texts will be complemented with other elements, allowing you to create original and bold compositions. Due to the difficulties with the use of vertical logos (for example, in the site header), this trend may not become long-term, but it is definitely interesting.

Примеры вертикального размещения в логотипах


Corners and folds


Geometric logos are design classics. But even in familiar shapes, interesting ideas can be found, and the use of corners and folds is a prime example of this. The angular shapes in the logo demonstrate the strength of the company and create a sense of stability, while the combination of angles and folds with other shapes can add originality to the composition, right up to the Negative space effect. However, a well-chosen gradient can also become a highlight of the logo.


Примеры углов и сгибов в логотипах




Don't like corners - use roundness! Segmented circles create an almost unlimited field of experimentation with any logo composition. Smooth curves create a feeling of comfort and give the impression of a certain fluidity and mobility. But, as in the case of the lost fragments, do not get carried away and turn your logo into a kind of alien writing.

Примеры округлостей в логотипах




This trend is quite specific and not suitable for all logos. Placing parallel stripes on the logo hints at movement and helps to highlight the company's characteristics such as strong growth and commitment to continuous development.

Примеры полосок в логотипах




The most natural and pure shades of various colors and unsteady lines - the icons on such logos often imitate certain types of artistic drawing (from charcoal to watercolors). Hand-drawn stands apart from most other trends, as it does not correspond to the general trend towards simplification. And this is great, because in this way creative personalities (designers, artists, stylists) and companies whose activities are related to the beauty industry, goods for creativity, natural cosmetics or any other topic where creativity is welcomed can demonstrate their individuality.

Примеры hand-drawn в логотипах


Thin lines


Another direction that runs counter to the trend towards simplification. Thin and graceful lines symbolize creativity and are suitable for those who need a logo that is complex in composition, but at the same time evokes a feeling of lightness, airiness, and simplicity.

Of course, there is the possibility of getting an illegible hatch spot instead of a logo when placed in a small size, but those who do not take the risk are left without a creative logo.


Примеры тонких линий в логотипах


Coats of arms and emblems


In general, this stable long-term trend rarely undergoes dramatic changes, but it is quite capable of adopting to a certain extent the most successful ideas of other trends. A logo with a coat of arms or emblem indicates loyalty to tradition and respect for historical roots.

Примеры гербов и эмблем в логотипах


Anti-design trends


3D images from Shutterstock and other photobanks


По стилю исполнения такие картинки напоминают стоковые


By execution style , such pictures resemble stock pictures.

Simple shapes, even with good rendering, look dull. At the moment, 3D modeling is moving towards unusual combinations of object shapes and bright colors, and combinations of various objects in compositions look very good. The use of photorealistic models of goods and devices is relevant.


Glitch (distortion effect)


Повсеместное использование глитча стало надоедать



The ubiquitous use of the glitch has become boring.

Glitch in 2019 was kind of a trend, we often saw this kind of execution in design. However, like many trends, it quickly became boring and is now not so often used in projects.


Realism in landing pages (volume, reflections)


Милая «мультяшность + реалистичность», но уже заезженная


Nice "cartoonishness + realism", but already hackneyed.

A photorealistic 3D model with standard textures is now retiring, more often designers use light effects or creative color solutions and non-standard stylized textures in their work.




Flat icons


Пиктограмма часов или звездочки в круге – пример значков, которые вставили, «чтобы были»


The icon of a clock or an asterisk in a circle is an example of icons that were inserted "in order to be"

About 7-10 years ago, this kind of icons began to be actively used and were in trend, now this type of icon can be found on every third site, they are boring and do not convey information as we would like, and often these are the same icons that can be found on various sites. Therefore, it is better to give a task to designers , we advise you to implement more unique icons that will really fully convey the information that usually accompanies them.




Websites on the constructor


Еще один сайт на «Тильде» – практично, но никакой уникальности

Another site on "Tilda" - practical, but no uniqueness.

Websites on constructors can be immediately recognized by their standard layout. Typical blocks, as well as photos and icons, which are also proposed to be used as standard elements. They are not credible, there is no uniqueness here.


Infinite scrolling sites


Many people may notice that when developing websites, companies think over pages with a huge amount of information about a product or a service, a large number of blocks and their massive visual design can be so overloaded that even if you do not really read the content, the site can be scrolled for about a minute. On sites of this type, it is also necessary to constantly keep the attention of the visitor.

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