By Silvia Oviedo Lopez
Visual communication is shaping our online experience as pixels, shapes and colours transcend aesthetics, bridging the gap between brands and their audiences. In the world of social media, where first impressions can often prove to be the last amidst all the likes, shares and scrolling, the power of visual design has captured the collective consciousness of the creative community.
The first trend gaining traction is the revival of Pixelation. Rooted in a nostalgic embrace of tech aesthetics reminiscent of classic eight-bit video games and computer animations, this design trend introduces pixel art and blocky fonts to our social media feeds. The charm in the precision of pixelation, which has a playful expression that evokes comfort and nostalgia, gives brands an opportunity to create a distinctive visual identity resonating with a diverse audience.
Another visual storytelling trend that has taken centre stage is Motion Collage, a reinvention of the ever-popular collage trend, drawing inspiration from zine culture, handmade scrapbooks, and the art of photo collages. Motion Collage is the epitome of attention-grabbing — with visuals coming to life in a dynamic, ever-shifting dance instead of static frames. Static visuals transform into a dynamic narrative, weaving a tale that speaks directly to the lifestyle and aspirations of the target audience.
Flow and Form, an artistic dance merging geometric precision with organic expression, is the next trend expected to create a buzz in the creator community. Picture a lifestyle brand, seamlessly blending clean lines with organic shapes, adopting the Flow and Form trend to highlight products in a contemporary and engaging manner. It’s not merely about selling a product. It’s about creating an aesthetic language that speaks to the audience, forging a connection beyond the transactional.
Surrealism, a familiar term from the 20th-century art movement, will take a bold step back into the spotlight this year, unfolding on our screens rather than confined to gallery walls. ‘Fantasy art,’, ‘ethereal design.’ and ‘subconscious connection’ have witnessed a significant increase in searches as brands harness surrealism to inspire wonder, prompting followers to challenge their perception of reality and embrace the fantastical. An innovative travel brand, for example, might embrace surrealistic visuals in its social media campaigns, transporting followers to dreamlike destinations and encouraging the audience to escape the mundane.
Bold branding is back in 2024, with brands embracing vibrant colours and rounded sans-serif fonts. As companies look to appeal to newer generations and design gets democratised, we could see more and more companies refreshing their brand identities. Imagine a world where corporate identities shed subdued hues for vivid, fluorescent shades. Bold might be seen as risky, but in the fast-paced world of social media, to stand out is the ultimate reward. Imagine a beverage company daring to undergo a bold rebrand — neon colours splashed across their social media profiles, accompanied by modern sans-serif fonts. It might be perceived as a calculated risk to channel a fresh and energetic vibe, a visual declaration that they are not just a product but a lifestyle choice.
Visual design is no longer just an accessory to content but has become content in its own form. Each pixel, shape, and movement serve a purpose: to captivate, engage, and resonate. If social media is the canvas, brands need to become immersive visual storytellers, crafting narratives that unfold with every scroll and inviting the audience to step into a world where pixels, forms, and colours aren’t just visual elements — but an experience by itself.
The author is head of content and discovery at Canva
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