- The rise of not quite minimalism
Welcome to the new age of minimalism: it’s simple, but it’s definitely not boring. While maximalist in its use of vibrant colours and bold typography, the ‘not quite minimalism’ trend retains a focus on negative space, clean lines, and uncluttered layouts.
Think of the now ubiquitous green shade of Charli XCX’s album Brat, with its low-resolution images, carefree font choice, and simple design. This trend demonstrates how minimalism can evolve beyond the expected by integrating eye-catching elements without sacrificing clarity or functionality.
Defined by simple layouts, clashing colours and bold typography that create contrast, this aesthetic appeals to brands that want to be modern and approachable; that want to appeal to younger audiences and stand out from the crowd.
- Functional and serene designs reflect consumer values
Calm, practical and elegant: functional and serene design trends emphasise practicality, natural textures, and muted tones, as inspired by Japandi design – a blend of Japanese minimalism and Scandinavian functionality. This aesthetic resonates with consumers who are seeking simplicity in a fast-paced, turbulent world.
With soft, neutral colour palettes, this quiet and calming trend offers a form of timeless escapism from a loud and non-stop news cycle.
This trend works well for (but is not limited to) industries like wellness, beauty, and eco-conscious retail, for example skincare line Naturium or Rare Beauty. The sharp uptick in brands embracing this aesthetic suggests a growing preference for a grounded, minimalist feel.
- Nostalgic networks leverage retro minimalism
The emerging nostalgic networks trend highlights simple layouts, basic geometric shapes, and muted colour schemes, evoking the early digital aesthetics of video games and low-fi TV. This pared down style is minimalist by nature, appealing to tech-savvy brands by emphasising visuals that tap into retro-tech nostalgia, balancing innovation with simplicity.
This aesthetic approach – used by brands like MSCHF and Palace Skateboards – is particularly emotive and nostalgic for Gen Z and Millennials, who will be transported back to their childhood bedrooms hunched over a Game Boy, Walkman or Nintendo.
- A need for human imperfection over synthetic overload
This year will see trends that push back against synthetic perfection increase in popularity. Etches and imprints and the elevation of childlike textures celebrate imperfection while relying on minimalistic design principles. Think clean layouts enhanced with tactile, playful, human-made elements.
By leaning into raw and organic details, these trends offer warmth and relatability without the sensory overwhelm often associated with our dear (and loud) friend, maximalism. Trendy London bakery Jolene, and well-known lifestyle brand White Stuff, utilise this trend with their hand-scrawled, imperfect font logos that feel personal and relaxed.
Conclusion:
In 2025, these simpler, more minimal aesthetics are going to take centre stage. Not because they reject boldness, but because they can adapt to integrate vibrant and nostalgic elements in ways that prioritise clarity, functionality, and authenticity: something consumers are yearning for in an overwhelming world.
FAQs:
Q: What is the rise of not quite minimalism?
A: The rise of not quite minimalism is a design trend that combines elements of minimalism with bold typography and vibrant colours, creating a unique and modern aesthetic.
Q: What is functional and serene design?
A: Functional and serene design is a design trend that emphasizes practicality, natural textures, and muted tones, creating a calming and elegant aesthetic.
Q: What is nostalgic networks leverage retro minimalism?
A: Nostalgic networks leverage retro minimalism is a design trend that combines elements of retro design with modern simplicity, creating a nostalgic and emotive aesthetic.
Q: What is the need for human imperfection over synthetic overload?
A: The need for human imperfection over synthetic overload is a design trend that celebrates imperfection and raw, organic details, offering warmth and relatability without the sensory overwhelm often associated with synthetic perfection.
