It’s easy to get a little snobby about trends in creative disciplines. After all, there’s nothing creative or innovative about keeping tabs on “what’s hot” — unless maybe you’re doing so just to continuously buck the trends.
But the fact is that creativity is a conversation.
A conversation that’s been ongoing since we first learned to recreate elements of our world in ochre and charcoal on cave walls. Since we learned to turn abstract marks carved in clay with sticks into packages full of meaning — i.e., language.
Trends are just the main threads in that sprawling, chaotic, polyphonous conversation. Whether we choose to adopt or resist them, our creative choices exist alongside these trends.
They provide context. Because what’s innovation if not a break from the normative? And what’s the normative but last year’s trends?
So, just like last year, I sat down with Webflow’s crackerjack design team and asked them to stare into their VR crystal balls and see what will define design in 2018.