What makes something trendy? Is it seeing Adele wearing a particular hairstyle? Warren Buffet driving an eco-friendly car? Or maybe Apple investing in a huge marketing and advertising campaign for the iPhone 4s?
Trends are about ideas and what people like that are fresh and in the moment. Some trends become “classics” and then woven into the fabric of popular culture.
But, as often happens, as something becomes too trendy, it becomes stale and a cliché to be avoided.
We like trends too, when used gently. Companies certainly need to appear modern and in touch with their customers and if possible trend-setting. Here’s a look at some trends we expect to see in 2012 as well as our recommendations on how to embrace, avoid, or reinvent them to reach your customers.
And as always, ask us anything. We’ll give you honest answers on trends or just great ways to promote your message.
Happy New Year from the Trendiest Team we know… Red Thinking!
Color it
Pantone, has just released its 2012 color of the year: Tangerine Tango PMS# 17-463. This is a glorious color. (We especially like the hint of red in it!)
How to use it:
- Sprinkle a little into your marketing and promotions, or find a similar vibrant color. It’s youthful, eye-catching and honestly appealing.
- Don’t base a logo or long-lasting campaign on it.
- Wear it if it looks good on you.
Type it
Font styles can be trendy and Adobe, the leader in font types, has new fonts to keep you looking sharp.
How to use it:
- Remember that communicating your message is the most important job. Select a font that is easy to read.
- Don’t mix too many fonts on a page or in a particular piece.
- Select both serif and sans serif fonts that complement each other.
- Pick one and stay with it as your signature font for your company or a campaign.
Move it
Video clips, animation, YouTube channels, custom apps… These elements are skirting the line between trendy and the way businesses communicate with customers.
How to use it:
- Make sure you need it.
- Make certain it is high quality.
- Make sure no one will spoof it – unless that’s part of the marketing plan.
- Remember that anything posted on the Internet is there forever.
- Consider your image… nothing with an “ist”… racist, sexist or in general bad taste or bad for children
Visit Adrants for a great archive of both good and bad advertising videos.
Take it with you
Design for smart phone and tablet viewing. This falls between trendy and becoming normal.
How to use it:
- Make sure your website can be viewed properly on a smart phone or a tablet. This may require some new coding but if you want customers to take you with them as they move about their day it’s a must.
Tell the world everything
Facebook, YouTube, Twitter, LinkedIn, Google+, Foursquare…
How to use it:
- Make sure you need it. Just because you’re a business doesn’t mean you have to have a Facebook page.
- Commit to it. Twitter is a feed; it’s hungry do you have the time to take care of it?
- That video from the holiday party was a riot – but it doesn’t belong on the web.
- Plan for it. Create a marketing plan first then incorporate social media for optimal success.
Have fun with trendy ideas but use them with caution.
