7: Monochrome clarity
Simplicity reigns within communication design while packaging takes a sober turn, adopting a no-nonsense approach to attract a choice-weary consumer. Limited colour palettes, and bold typography with little ornamentation and patterning, offer clarity in a sea of choice. They provide a sincere tone of voice that suggests a considered product of value lies within. Unfettered sans-serif fonts suggest clarity and strength, while confident use of negative space creates a fresh, authoritative brand image.
This shift towards simplicity, functionality, and no frills is creating a new clean aesthetic where the modern day mantra is to consume less rather than more – reminiscent of German industrial designer Dieter Rams’s mantra “less, but better.”
A monochrome palette exudes a modern day sobriety. Devoid of any decoration or superfluous detailing, simple messages are communicated without frills or fuss. Stockholm Design Lab’s packaging design for IKEA Sweden reflects IKEA’s product values – reliability, quality and value articulated using a clear, honest and contemporary aesthetic. The black, white and silver colour palette for All About Tea’s identity, designed by Moving Brands, adopts an honest and functional approach. The monochrome colours combined with the Orator font reference the kind of utilitarian infographics usually associated with import and export.