Friday, January 21, 2022

2022 Business Predictions: Claudio Davanzo, creative director, Purpose Media

It’s that time of year, when Business Link Magazine invites the region’s business leaders to offer up their predictions for the year ahead. 

It has become something of a tradition, given that we’ve been doing this now for over 30 years.

Here we speak to Claudio Davanzo, creative director at web design, creative, digital marketing and video agency, Purpose Media to get his predictions for the year ahead and what developments we are likely to see in graphic design and how brands will be evolving their marketing toolkit.

The events of the last two years has led many business owners to reflect and adapt how they operate and I think this constant refinement will continue as brands take more care over their choices as to how to go to market and what to say in their promotional advertising.

I believe 2022 will be a year in which motion design will gain more traction due to the exponential growth in online audiences. New digital platforms will keep being developed so organisations and their brands will evolve their online experience by creating content in animated, video, or GIF format.

The use of moving image enables marketing communications to be much more engaging. By adding these additional creative layers and motion it takes the visual experience to a new dimension. With movement it is much easier to tell a story and convey key messaging that also adds personality and enables brands to differentiate themselves even further.

Also, after years of minimalistic, clean and flat designs driven by digital requirements and limitations, the long period of depression caused by the pandemic is the catalyst for change creating a push for indulgence in design. Brands will begin to adopt bolder and vibrant colour palettes, gradients and more unpredictable graphic systems. Even typography will become a lot more experimental.

From a social aspect, I think we will continue to see an increase in people building their online profile. People who would have previously built their network of contacts at face to face events will increasingly seek online platforms as a substitute for not being able to meet at in person events.

Finally, remote working means it’s easier for talent to work from anywhere so I predict that brands and their work culture will continue to change because people have reflected on what’s important in their lives. In order to retain and attract the best talent, employers will need to evolve the workplace culture to offer a work balance that positively impacts well-being and mental health. I think we will find that flexible working that enables people to choose when to spend time with family, friends and being able to enjoy personal hobbies will be a high priority.

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