5: Refined grace
Satisfying consumers’ desire for pure, clean and simple design, this trend maps an elegant, feminised graphic landscape. Subtle graduations of texture and a soft, soothing palette exude calm, elegance and a smooth modernity. The resulting aesthetic is clean and thoughtful, as conveyed in the work of Spanish graphic design agency La Caja De Tipos. Their recent publication Janzkera 10 features a subtle stitched cover pattern, the textured detail providing a more intimate and tactile experience.
Bold photographic content set against full-bleed pages of colour in a palette of dusky pinks, pale aqua and pigeon grey creates a sense of calm. This can be seen in the work of Ruiz and Company in its treatment of swimwear brand Gemma’s lookbook. Gradations of colour and minimal, bold graphics create a pleasing contrast against 18th century Didot-inspired fonts. These in turn give a nod toward tradition, heritage and quality.