Forecasting the near future in design is a reflection of society’s concerns. With such rapid shifts in technology and social media, consumers react to a fear of being left behind. At one time, keeping up with trends meant reading a monthly journal. Now, not only do we have to read daily blogs, but we are expected to contribute as well. Consumers who are not participating are growing ever more anxious about the specter of being technically eclipsed.
This chasm is revealed in the decisions made daily by brand designers. More and more identity design is trying to find a way to span the gap or choose a side. This carries forward to products and services that we build affinities with. Sports teams find themselves inventing updated generations of mascots. Long standing consumables are reinventing themselves with new packaging and product design.