By Tom May
We speak to the great and the good to get the temperature of the industry as we head into the halfway point of the 2020s.
As we approach 2025, the creative industry stands at a fascinating crossroads. The rapid evolution of AI is reshaping how we think about design. To gauge the industry’s mood, we’ve spoken to leading creative directors, agency founders, and industry visionaries about the trends they believe will define 2025.
Their insights reveal a complex landscape where technology and humanity intersect in unexpected ways. And in these changing times, they’re very much worth paying attention to, even if you’re the sort of person who generally ignores trends.
Because it’s no exaggeration to say that this moment feels like it’s going to be pretty pivotal in design history.
That’s how Jan Eumann, executive creative director at Wolff Olins, is feeling right now, anyway. “Generally, we try not to worry too much about the big trends in graphic design,” he begins. “Instead, we focus on where society is headed and how we can have a meaningful impact where it matters. That said, in terms of what work looks and feels like, we’re clearly in one of the most transformational shifts in technology since the introduction of the computer.
“AI has been central to many, if not most, conversations about technology over the last few years,” he continues. “But considering the increasing maturity of tools and applications, there’s no point watching from the sidelines any more.”
Yet, although AI might be the biggest story, it’s not the only one. Every action has an equal and opposite reaction, and the rise of AI has also produced a number of counter-trends that designers also need to know about. Plus, of course, there’s plenty of other stuff going on in the design world beyond that. So read on as we outline the 10 biggest design trends that are captivating design leaders’ minds right now.
1. AI moves to the final output
The conversation around AI has shifted dramatically. Whether you love it or hate it, one thing’s for sure: you can no longer ignore it.
Some, like creative director Michael Freimuth, are giving it a cautious welcome. “As a relatively early adopter, I’ve enjoyed seeing creatives become less intimidated by AI and more experimental with it,” he says. “Using it in more practical applications as a tool has been a nice antidote to the ‘deer in headlights’ vibe from last year. Understanding its limits and strengths, as well as when it’s creatively soul-sucking and awful versus experience enhancing, feels like progress.”
As our special report earlier in the year shows, many agencies have already incorporated AI into processes such as idea generation, prototyping and mock-ups. But even if you’re not keen, OMSE founder James Kape points out that this emerging tech will still find you, somehow or other.
“AI has deeply embedded itself into everyday design tools, even when you’re not actively seeking it out,” he explains. “In Photoshop, for example, you can use the Generative Fill feature to remove, fix, or generate content with just a few clicks. Beyond that, new AI platforms like Exactly.ai enable users to generate illustrated assets from simple sketches, offering a new level of accessibility to design.”
And things seem to be moving faster and faster as we approach 2025. AI is now firmly embedded in search for Google, generative images are getting better and better, while numerous platforms are showcasing generative video tools that are shockingly convincing.
Could the coming year see AI become ready for prime time rather than just a handy ideation tool? Kiser Barnes, partner and CCO at Red Antler, believes so. He predicts that next year: “AI will transition from being a behind-the-scenes tool for processes and sketches to an actual execution tool, creating brand assets and content in real-time. AI’s role in design will become more direct, moving beyond ideation to final output.”
Even so, though, the elephant in the room is that AI will probably put many designers out of work. In an article we published in May, Simon Case predicted that AI will destroy jobs and create a movement towards one-person design agencies. As the capabilities of the technology continue to advance, that scenario does seem to be getting more and more likely by the day.
2. The return to physical experiences
As AI accelerates, though, our experts believe there will also be a powerful movement in the opposite direction. “The faster technology moves, the more we’ll see a counter-trend emerge: a return to handcrafted, human-centred design,” says Barnes.
Graeme McGowan, co-founder of Jamhot, agrees. “As the world of AI develops, we’re leaning into creating more human connectedness through our work,” he says. “That’s something that I think will be more important to brands going forward.”
Miro LaFlaga, co-founder of Six Cinquième, takes a similar view. “More and more, I see younger generations coming full circle, with the pendulum swinging back to a time where real life, genuine, intimate, in-person connection is king,” he says. “What will that look like? We know the digital world isn’t going anywhere, but I believe brands that can play both sides well and connect the two experiences to create meaningful engagements will win.”
This trend is particularly evident in retail, where Tom Munckton, executive creative director at Fold7Design reports “there’s a rebalancing happening of the ‘virtual’ to ‘physical’ showings for brands, with big retail marketplaces exploring more and more IRL [in real life] experiences combined with pure e-commerce. This is in line with broader trends around human-made design. With the world wearying of AI, we’re seeing more of the human details, nuance and imperfections creep back in.”
Andy Harvey, founder and executive creative director at Communion Studio, adds: “In 2025, I think we’ll see a reaction to the screen-saturated world of recent years. This could manifest in two significant ways: hyper-personalised nutrition, driven by a deeper understanding of the power of natural health, and a desire for more IRL gatherings, driven by a return to face-to-face connection. And perhaps a little more hedonism.”
3. The craft renaissance
As another element to the backlash against AI, along with a broader rejection of mass production and digital saturation, there’s a growing appreciation for craft and heritage in design. Luigi Carnovale, founder and creative director at Design LSC, outlines several key factors driving this trend.
“The first is personalisation,” he begins. “Consumers want unique, handmade items with personal meaning, moving away from mass-produced products. The second is sustainability. This focus on eco-friendly and ethical consumption aligns with the craft’s slow, intentional production. Thirdly, advances in technology will blend with traditional craftsmanship, creating innovative yet authentic designs.”
4. More experimentation
As design tools become more accessible, the industry faces an interesting dichotomy. As Mike Perry, founder and chief creative officer of Tavern points out: “Inexpensive Adobe competitors such as Canva means everyone’s a designer, or thinks they are. As a result, a wealth of content is being created. But since these programs rely so heavily on templates, everything coming out of them looks the same. It’s becoming harder to find new ideas and aesthetics in this sea of copies-of-a-copy-of-a-copy. With AI being trained on all this content, we can expect to see even more of the same in the future.”
At the same time, though, he sees opportunity in this challenge: “Less gatekeeping means more room for experimentation at the fringes. We expect to see continued iterations on the ‘undesigned’ trend, more chaos, more maximalism to counter the crisp, clean, blandness the algorithm will inevitably continue to serve us.”
5. The rise of design writing
If we reach a stage when AI can create images, videos, and other final outputs just by reading text prompts alone, it stands to reason that writing text will be an increasingly important design skill in 2025 and beyond.
As Perniclas Bedow, creative director at Bedow, puts it: “The industry is now ready to embrace the written word. Articulate what you do before you do it. Craft sentences and use the words as a guide rather than visual references. It’s time-consuming and challenging, but it opens up new worlds and shifts the outcome away from the formulaic.
6. Sound becomes a key design element
Another trend emerging for 2025 is the increased importance of audio in digital design. Simon Carr, design director at DesignUps, provides some detailed insight into this.
“As audio becomes more accessible and more popular with web tools, it makes sense that there will be more creative ways to utilise sound files on websites,” he explains. “This could be implemented in many ways: from soundtracks to UI sounds as a user navigates and makes choices.”
And here’s something else that may be changing. “It’s long been felt that auto-play audio on a website should be avoided,” says Simon. “But going forward, I expect websites with a focus on sound will implement options to play audio or not, based on stored user preferences.”
7. Sustainability takes centre stage
Environmental consciousness continues to significantly influence design decisions, with positive results being seen in areas such as packaging. Brands are recognising that this will get them much further with the public than anything that might be perceived as ‘greenwashing’.
“Brands are looking to wear their ethics proudly, like a fine suit,” says Simon Manchipp, founding partner at SomeOne. “In 2025, expect a visual language that whispers of environmental stewardship: natural textures, earthy palettes. But brands will not only look sustainable but ensure they’re rooted in ecological mindfulness. Packaging may move to be as minimal as a haiku, made of materials that leave barely a footprint, and designs will exude a sense of calm, as though the planet itself had taken a deep, contented breath.”
8. Minimalist maximalism
So what impact will all this have on what designs actually look like? “I’ve heard a lot of talk about ‘Minimalist Maximalism’,” says Cat How, founder and executive creative director of How Studio. “Minimalism has been a dominant design trend for many years, but in 2025, this trend, I think, will 10x itself and blend the simplicity of minimalism with the boldness of maximalism. So, we are still embracing the clean lines and white space of minimalism with more expressive and unexpected elements, such as vibey colours, massive type, and other eclectic elements.”
9. Health becomes the new luxury
The wellness sector is experiencing unprecedented innovation and investment right now, and that’s having an impact on design. Because health is becoming inextricably linked with wearables and tech, but someone has to make sense of all that data, or it’s next to useless.
“Visualising health data is becoming the ‘new luxury,'” stresses Sarah Williams, co-CEO of Beardwood&Co. “Apple is doubling down on Health in their latest Apple Watch release, and everyone from Spotify CEO Daniel Ek to health platform Equinox to motivational speaker Tony Robbins is getting in on the opportunity to offer high-end, data-driven health services at a premium. The key focus? Making the unseen visible and the future predictable.”
This trend extends beyond personal technology into physical spaces, notes Roly Grant, creative director at Without Studio. “The biggest trend we’re experiencing is investment and innovation in being active and staying well,” he reports. That includes: “specialist hot/cold studios; luxury martial arts clubs; more accessible family health clubs… expect energy from this space, as new concepts compete to stand out in 2025.”
Another notable development is the emergence of women’s health brands. “Start-up brands are winning big with women by creating effective products for our bodies and communicating with refreshing honesty about our journey through periods, pimples, mood management, vaginal health and menopause,” explains Julia Beardwood, founder of Beardwood&Co. “Brands such as Modibodi, Starface, p-HD, Winged, MixHERS, Womaness and MenoWell, all founded and led by women. No one cares better for women than other women.”
10. Inclusivity becomes non-negotiable
The push for authentic representation is certain to gain continuing momentum in 2025. “Brands will go beyond tokenism to embrace authentic representation,” predicts Simon, “ensuring that every facet of human experience is not only acknowledged but welcomed into the fold. Expect to see designs catering to every ability, culture, and shade of human life. It could be a glorious symphony of inclusivity, visually expressed with grace and humanity.”
When it comes to inclusivity, one aspect that’s often overlooked is age. As Oscar Mason, creative strategist at Outlaw, points out: “In an industry distracted by ‘magpie trinket trends’ it’s easy to lose sight of where the real opportunity lies. One thing bubbling in my view is the shift in marketers, designers, and brand managers placing emphasis on those who have the greatest spending power: those who are in their over 50s.
“In the UK, people over 50 make up 40% of the population but control a massive 80% of the wealth. Yet, we are washed with Gen Z insight reports and briefs that request us to target those who happened to be born between the years of 1997 and 2013. Sometimes it feels like we are reflecting marketers’ tastes rather than those of consumers.”
Looking ahead
As we move towards 2025, the design industry appears to be embracing seemingly contradictory forces: technology vs humanity, minimalism vs maximalism, digital vs physical, and youth vs experience. In the second half of this decade, successful designers and brands will be those who can navigate these dualities, creating work that resonates on both emotional and practical levels.
If we can all strike this balance and harness a thoughtful approach to design, the creative industry should have an exciting and transformative year ahead. Keep reading Creative Boom to stay abreast of developments, and we’ll keep sharing the best stuff to inspire you.
Feature Image Credit: Adobe Stock
