THE TENDENCY OF “BRIGHT MINIMALISM” IN MODERN GRAPHIC DESIGN

Abstract

Design shapes the environment, at least the visual environment. It affects everything we see: streets, interiors, television, literature, social networks, shopping areas, outdoor advertising. It has always been like that, it is like that and it will be like that. If our eyes are open, we see. Time changes perceptions, trends change with time. Anti-branding is in trend. It may seem counterintuitive, but many brands are embracing this trend to demonstrate authenticity and relevance. It's not for nothing that Google has simplified its logos with fonts in recent years, with brand designers and digital artists simultaneously experimenting with color and typography. Artificial intelligence tools have appeared in many industries, from healthcare to entertainment, and they have begun to influence the world of design as well. AI text and image generators can now create stunning works of art. And precisely because of this, specialists working in various fields of creative activity tensed up a bit, while lazy people rejoiced. Exciting explorations of the possibilities of gradients and developments with irregular and multi-colored mixtures are current in the environment of the creative community. Bright minimalism brings a playful energy to the project without compromising the design. This trend combines minimalism with maximalism, allowing the design to maintain sophistication while still having a unique distinction. But there is another aspect that has influenced the process in recent years. The pandemic came with a number of rules and restrictions. But as we finally return to normal life, designers are experimenting with our collective sense of new freedom. Creating a brand design requires asking your customers to fill out a questionnaire. It is her questions about business goals, values, character, target audience, competitors and everything that will help us understand their strategy. The purpose of this survey is to emphasize the main trends of modern graphic design, taking into account the peculiarities of the period of the last few years and the current realities.