What's next for graphic design, according to industry insiders?

Graphic design is an ever-evolving field, shaped by new technologies, changing consumer behaviours, and broader cultural shifts. So you can't stand still for too long. To get a sense of where the industry is heading in the future, we spoke to a panel of creative professionals

Before we get started, though, let's get one thing clear. We're not talking about "design trends" in the sense of this type of font or these kinds of colours. As Max Ottignon, co-founder of Ragged Edge, says: "We spend our whole time trying to figure out how to avoid such 'trends'.

"There are two main reasons for this," he adds. "Firstly, trends have a beginning and an end. Something that feels 'on trend' will probably feel 'off trend' in the near future. And as brand people, we're trying to build something that lasts. Secondly, following trends means that you're making stuff that looks like everything else. But with branding, the primary objectiveness is distinctiveness."

Yet while trends may come and go at a moment's notice, like ripples on a pond, wider forces drive the design world in one direction over time, like tides in the sea. It's these broader movements we were interested in for this article, and our panel of experts was fully willing to share their insider views.

So read on as we share a bird's-eye view of where graphic design and the agency landscape are heading.

AI can't be ignored

Let's start with the obvious thing. AI is taking over everywhere right now, and that simply can't be ignored.

"We've been using AI for a while now," says Simon Case, founding partner of Chromatic Brands. "We started to use it just for production, basically for resizing ads. The old process of what used to be called a studio and an ad agency was hundreds of people spending all day just resizing digital ads. It's quite a laborious process that needs time and needs people. There are now platforms where you can put in one image and just type in all the different versions, sizes, and file types you need. You press a button and make a cup of tea. And when you come back, it's all done."

"Next, we started using it for visualisation," he continues. "We do a lot of conference design and big trade shows, and visualising those used to take a long time. It was either somebody making 3D models that you had to render or somebody cutting and pasting little bits of Photoshop. So it could take days, weeks even, to get a good visual. Now we're using AI and can get a visual within half a day."

The need to be different

With AI tools now able to accomplish many tasks that once required whole departments, designers have to rethink what they offer to clients, believes Max. The main crux of this offer is being able to think differently.

"We live in an age of convergence," he says. "Designing for algorithms, not people, means that everything is starting to look the same. AI is acting as a force multiplier for this sameness, so it's making it easier and easier to fill the world with mediocrity.

"But rather than being a problem," he continues, "I see this as a huge opportunity. Because those who can create work that looks, sounds and behaves differently are becoming rarer and ever more valuable." In short, designers are able to offer higher-level strategic thinking that software can't yet replicate.

Simon agrees, arguing that "without the strategic and creative ability to generate new thinking, designers won't get far in the future. Design has to become more about ideas and less about 'decorating'."

"The thing about decorating," he adds, "is that it's fashion-based and is subject to the whims of trends. Whereas if the creative solutions you provide are based on solid, strategic foundations, they'll last. But you can't do that as a designer unless you understand strategic foundations, how strategy is done, and how an organisation is positioned. So I think designers sell themselves short when they spend their lives colouring in."

The rise of authenticity

Tebo Mpanza, co-founder and client director at Unfound, takes a similar line, arguing that designers must go beyond aesthetics to understand brand strategy in order to create cohesive, impactful work. And that, ultimately, means developing a deep understanding of your client.

"At Unfound, we spend a lot of time trying to uncover the clients' unique territory and the space they occupy," he explains. "Out of that, everything flows. We want to encourage our clients and the brands we're working with to pursue difference – to challenge the norm, to challenge what's already been, and to push and go further."

To do that, you need to understand the brand's audience, which makes it easier for your work to be authentic. Tebo feels this will become increasingly important as time goes on.

"I think we're going to continue to see a rise in authentic storytelling", says Tebo. "Social media gives us a window into circumstances, people and situations we would otherwise never be privy to. And I'm seeing brands leveraging immersive technologies to tell their stories in a way that allows customers to really experience them. It's all about experience now. Like, I don't want to just see a nice pair of sneakers; I want to get invited onto a sneaker test and experience them."