The future of design

Lydia .

The Future of design

When speaking to Simon Hutchings from Visualise Graphics, it is immediately clear to the team at Nimbus Hosting that Simon works with technology companies as his vocabulary is formed primarily of that sort of precise and scientific language that makes the team at Nimbus feel right at home. Immediately bonding, we warmed to Simon who founded his graphics business over 10 years ago and has seen some impressive growth over the past few years. And so we went to have a chat with him to discuss his predictions on the future of design.

Future of Design

Clean lines

This trend has been emerging for quite some time now, and seems to be here to stay. Long gone is the design of the 90s where the aspiration seemed to have as much on a page as possible…now design focuses far more on clean lines and minimalist features. The most obvious proponent of this concept is Apple, a small tech brand based out of California that you may well have heard about, who have for quite some time been pioneering this clean look and continuing to have a huge influence on design. Not only is it on trend, but with the pressure for websites to be quicker than ever and with the rise of accelerated mobile pages, these stripped down pages will load faster and be incredibly powerful in terms of SEO.


More and more Simon is seeing a focus on duotone – this is where Duotone is a halftone reproduction of an image using the superimposition of one contrasting color halftone over another color halftone. This is most often used to bring out middle tones and highlights of an image.” This has now been made easier by digital photo manipulation software such as Photoshop where we can create a specific duotone from two pantone references or run a gradient map filter and 3D image. This can be extremely powerful in creating a vibrant, strong brand identity and are still new enough that they still look fresh and unique. A fantastic example is good ol’ Mailchimp who have created a rather lovely marketing campaign through the use of Duotone (see below.)

Languages Most Used In Campaigns Sent From Switzerland



Gradients are now making a comeback with a bang. Although this time around they are big and bold rather than those subtle colour gradient variations (as seen in Apple’s iOS icons.) Gradients can be used to make designs pop and can be married beautifully with the duotone trend that we mentioned above.


Fonts are an underappreciated art form that really can have a huge impact on design and aesthetic, and naturally Simon had quite a lot to say on the subject. He thinks that more and more we will be seeing oversized texts with much larger statement and words split in an original way across the page. That may well filter into even the brand guidelines, with fonts formatted larger and bolder. Which is particularly helpful as screens get ever smaller and soon we may well be reading books on screens no bigger than our finger. Especially, amidst the backdrop of IBM who have just announced that they have created the world’s smallest computer – that is only 1 mm by 1 mm – less than a grain of salt and that has the processing power of “several hundred thousand transistors.”


In recent years we have seen an increase in the “no logo” movement, which sees brands evade the need for images and instead have logos made up solely of text. An idea first forwarded by Naomi Klein in 1999 who believed that branding had gotten out of control with Starbucks not just selling coffee, but community and Nike selling confidence rather than trainers; her rally cry was for us to go back to basics. This took quite some time to catch on, but certainly within the Start-up world where budgets are lean and timelines condensed, it takes the pressure off sourcing an image that simply and beautifully encapsulates your brand ethos. And this seems to have slowly filtered right through, with the expectation that this trend may well grow and prove itself here to stay. Well done Klein.


Simon predicts a fair amount of experimentation when it comes to typography being converted to graphical shapes and allowing them to be used as textures in a far more original way.

Ultimately, though irrespective of the current trends or fads the most important part of branding is making sure that your images, font and colours all appeal to your target demographic. So the focus is always on making sure you have a thorough and indepth understanding of your target demographic; understanding their fears, challenges and motivations before going ahead and creating something that excites and tantalises.

If you have any more questions regarding branding feel free to give Simon a call on 0208 088 2153 or drop him an email on [email protected]. If you would like some more information check out his website here.

And, of course, if you have any more questions regarding hosting, and/or our control panel STORM, feel free to check out our website here, give us a call on 0203 005 9181 or drop us an email on [email protected]


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