2019-2020 设计趋势·图形篇

腾讯ISUX

isux.tencent.com

社交用户体验设计

为和大家分享关于设计趋势的见解，ISUX研究了2019-2020的设计趋势。没有必要去遵循年度设计趋势报告，但是否意识到这一趋势，对设计师而言却非常重要。首先我们总结了平面设计的总体趋势，然后是最近延展出来的IP形象，同时也对从Zepeto app 和 Memoji开始的，最近扩展出来的角色设计趋势有所研究，最后则是UX趋势的分析。

ISUX has done a design trend research to share insights on 2019 – 2020 design trends. It is not necessary to follow the annual design trend report, but it is important whether the designer is aware of the trend.First, we summarized the overall graphic designtrends and then went through the recent expansion of the character market.Also, we have researched the avatar design trends started from the Zepeto appand Memoji and analyzed the UX trend for the last.

本文想分享ISUX设计趋势报告的第一部分“图形设计趋势”。这部分展示了当下各种品牌和动态图形的案例，总结了12个值得注意的平面设计趋势。

In this article, we would like to share ‘General Design Trends’, the first part of the ISUX design trend report. ‘General Design Trends’ shows recent branding and motion graphic cases and summarizes 12 notable trends in graphic design.

排版一直是设计的重要元素,也是传达品牌强烈信息的手段。从去年开始，粗大的无衬线字体和强有力的排版被应用到许多品牌设计当中，这使得它成为平面设计趋势的一部分。此外，也有越来越多的品牌采用动态和反映了3D趋势的三维字体版式设计。

Typography is constantly an important element in design and is used as a method of delivering strong brand messages. Since last year, a lot of brands applied bold San-serif fonts or used strong typography on their designs which has made this become a part of graphic design trend. In addition, there are a lot of typography cases that applying motions and can also find cases applying three-dimensional effect to typography reflecting 3D trends.

动态字体海报

这张动态排版海报不是简单地放置图形和文字，而是将移动的3D文字放在固定的图形上，传达新的视觉印象。这些图形主要通过SNS以短循环视频的形式共享。

This is a moving poster design with a kinetic typography concept. Beyond simply placing image and text, three dimensionally moving text over a fixed image conveys a new impression. These graphics are mainly shared through SNS in forms of short looping video.

Uber品牌识别

Uber开发了一种无衬线字体用于品牌logo的再设计，并将其贯穿于整个品牌系统。采用了这些品牌字体的动态海报，更为有力地传达出Uber的品牌信息。

Uber developed San-Serif brand fonts along with logo redesign and applied them throughout the brand system. Uber’s moving posters designed with their brand font delivers Uber’s brand messages more strongly.

Squarespace品牌识别

Dia studio常将动态文字应⽤于品牌项⽬，“Squarespace”是其代表作品之一。

Dia studio often applies kinetic typography to their branding projects. This ’Squarespace’ branding is one of their representative portfolio. 

FAD视觉图形

以3D形态传递活动信息的版面设计，就像礼品包装一样。这种循环的gif图也作为品牌主图形被运用。

A typography made with design event information applied in 3D form as if it were a gift wrapping. A looping gif image was applied as a main graphic. 

韩国耐克女性运动广告

韩国艺人支持女性主观活动的耐克运动广告，也采用了大胆的哥特式字体。这些由Guteform设计工作室设计的字体有基本的延展形式，同时有一个系统能延展成更为宽大的形式以适配媒体的比例。这种动态化的强烈的排版传递了活动信息，和其他设计元素的互动，最大限度地发挥了图形效果。

The Nike Women’s advertising campaign in which Korean celebrities appear to support the subjective life of women, also applied bold gothic for their font. This font, designed by Design Studio Guteform basically has an extended form and also has a system that extends to a wider format to match with the proportion of the media. Dynamic and intense typography delivers messages of the campaign and interacts with other design elements which maximizes the graphic effect.。

随着Instagram用彩色渐变作为品牌色，渐变趋势已经持续好几年。最近品牌、UI和包装的图形设计都采用明亮而强烈的对比色，这种趋势不仅应用于设计，也应用于摄影。强烈的色彩组合，梦幻的色调和彩色渐变有望应用于2019年的整体设计。

As Instagram applied colorful gradient for their brand color, color gradient trends have been going on for several years. Recently, bright and strong contrasted colors have been used in all graphics of branding, UI, and package design and this trend is applied not only to graphics but also to photography. The strong color combination, dreamy color tone and colorful gradient are expected to be applied to overall design in 2019-2020.

APP图标设计

越来越多的手机APP图标使用渐变色。

Recently a lot of mobile apps apply colorful gradients on their icon design.

欧洲体育—2018平昌冬奥会品牌识别

欧洲体育台2018年平昌冬奥会的转播也将强对比和渐变色运用于多数场景中，包括logo，图形和摄影。荧光图形和深⾊背景的对比，尤为深刻地凸显了冬季运动的感觉。

Eurosport’s 2018 PyeongChang Olympic broadcast also applied strong color gradient to all the application designs including logos, graphics and photography. Especially, the contrast of fluorescent graphic and the dark background emphasis the feeling of winter sports. 

Basketball Forever品牌识别

NBA品牌重塑项目所使用的，诸如彩色渐变和大胆排版的设计方法，也反映了最新的趋势。他们创作了一个系统，通过各种颜色，字体和布局的应用，可以产生各种图形输出。

This is a rebranding project of NBA news broadcasting company which reflects the latest trends like using colorful gradients and bold typography. They applied a system which various graphic outputs can come out by applying various colors, fonts and layouts.

明日之子品牌识别

腾讯视频和哇唧唧哇联合出品的选秀节目明日之子，用多种渐变色圆形表达不同选手的才华。随着节目的进行，图形主题也会随选手的变化而变化。

A branding for Tencent Video and Wajijiwa’s idol audition program ‘Mingri Zhi Zi’, expressing the talents of the participants with colorful gradients in different forms of circles. Graphic motifs changes with participants as the program goes on.

与过去基于固定网格系统的布局相比，最近越来越趋于使用仅显示图像一部分的非对称布局。虽然好像只显示整个图像的一部分，设计师却可以在大系统中无限延展每个图形。你可以认为平衡被打破了，设计师却可以更加自由地应用图形元素，呈现更强烈的视觉效果，还可以有很酷的图形组成。

Recently, asymmetric layout which only shows a part of the entire image has been applied a lot compared to the past when it was often designed based on the fixed grid system. Although each application seems to show only a part of the entire image, designers can apply the graphics to each applications that extend infinitely in a large system. By applying asymmetric layout, designer can have more freedom about applying the graphics elements which can convey a strong impression.

图形海报设计(Vasjen Katro)

设计了各种各样图形的Vasjen Katro，不断尝试的形状，颜⾊和布局也反映了最新的趋势，特别是不对称和开放式布局。

Vasjen Katro who designs various graphics, keep tries experiments with shapes, colors and layouts reflecting recent trends. Especially, there are many asymmetrical and open layouts which are recent trends.

Easy Peasy品牌识别

Easy Peasy是韩国著名化妆品公司Amore推出的独立化妆品品牌，以品牌关键词轻松、活跃、有趣和大胆为基础，尝试给用户更加简单和亲切的感觉。品牌用看似自由的手绘波浪线贯穿于整个图形设计，打造不对称之美，展现了自由和亲近的形象。

The branding of easy peasy, Korea’s leading cosmetics company Amore’s independent cosmetic brand tried to make the color cosmetics brand feel easier and more familiar based on the brand keywords easy, active, fun, bold and chat. In particular, the curves that seem to be drawn freely by hand applied throughout the graphics making all the graphics asymmetrical, and to express free and friendly brand image.

移动图标已成为趋势很多年了，现在应用交互元素的品牌案例也很多。比起强而有力，灵活而简单，能随内容做出响应和更改的交互图标俨然已成为一种新的趋势。

The moving logo that has been already a trend for years and now there are some branding cases that applies interactive elements. Rather than applying a strong and powerful logo, flexible and easy brand communication method has became a trend by using interactive identity which responds and changes regarding to the contents.

国际光影艺术节品牌识别

这是交互图标的其中一个案例，用简单的方形作为基础，延展出各种各样的形状和图案。这些基本元素保持了简单和最大化的交互式图像效果。

It is an example of identity that can expand it’s shape into various shapes and patterns using a simple square as a basic shape. The basic elements are maintained simple, maximizing the effect of interactive image. 

SM娱乐品牌识别

韩国最大娱乐公司之⼀，SM娱乐开发了一种新的品牌标识来反映其不断扩展的业务。它将基本圆形改变成了不同形状与S和M产生关联。灵活的符号和各种颜色的圆形图案是SM娱乐视觉识别的核心。

SM Entertainment, one of Korea’s largest entertainment agencies has developed a new brand identity that can reflect their expanding business. It is a flexible identity which basic circle form changes it’s form into various shape as connected S and M. The flexible symbol and the circular pattern of various colors are the core of SM Entertainment’s visual identity.

第59 届塞萨洛尼基国际电影节品牌识别

电影节一个有趣的识别案例，用卷轴缠绕的图像代替寻常的电影节标志。它不是固定的，而是复杂紊乱的，以复杂的方式排列各种不同的颜⾊和图形，表达了电影节的目的——通过电影传达多种多样的故事和情感。

This is an interesting identity case of a movie festival designed with the images of film reel tangled instead of the formal festival logo. It is not a fixed image, but a complex tangled film form, reflecting various colors and images in a complex way, expressing the purpose of the festival to convey various stories and emotions through movies.

第六届广州三年展品牌识别

传递展览核心信息，反复复制到三维空间的基本矩形，显示了展览的特征。在整个展厅中，你可以看到它以多种互动和变化的形态被应用，同时也以不同的形状被运用到各式各样的场景中。

The basic rectangle unit conveying the core message of the exhibition is repeatedly copied in to 3 dimensional space which express the identity of the exhibition. Throughout the exhibition hall, you can see that this identity has applied in interactive and modified forms, which has also been applied to various applications in different shapes.

3D趋势如此流行，以至于在平面设计趋势中也不得不讨论它。当下有很多3D图像尝试用复杂的纹理给大众展示生动逼真和新鲜感十足的印象。通过在3D几何形态中，添加逼真的纹理，创造在现实中不可能存在的图形，人们正在定义一种新的现实主义。

3D trend has been so popular that graphic trends can not be discussed without it. Nowadays there are many attempts to show more vivid and fresh impression by applying sophisticated texture to 3D images. People are defining a new realism by adding a realistic texture to the geometric 3D forms which creates graphics that can not exist in reality.

George Stoyanov 3D插画

George Stoyanov通过组合各种几何形态来表达形状之美。这种视觉尝试很有意思，因为它很难在现实中制作。

George Stoyanov expressed the beauty of shape by compositing various geometric forms. This kind of visual attempts are interesting because it is difficult to make in reality.

Adobe Think Tank 视觉图形

这张图像由不同形状、纹理和颜色的几何物体设计而成，表达了Adobe Think Tank包含各种主题论坛的品牌特征。

This image was designed with geometric objects of different shapes, textures and colors expressing the identity of Adobe Think Tank which is a forum contained with various topics.

The Hyundai ‘Super Consumers’品牌视频

将各种各样的材料和颜色运用到人类行走的形状当中，传递出非现实和新鲜感十足的视觉印象。

By applying various materials and colors to the shapes of people walking conveys an unrealistic and fresh impression. 

耐克PG3”舒适体验“广告

用柔软的毛皮材料营造耐克的主要感觉—舒适感，非现实的图形里有着生动的质感，让人耳目一新。

The main copy “cozy” feeling is applied as soft fur material which give a new impression. This unrealistic graphics in a realistic texture gives a fresh feeling. 

使用有机图形并不是一种新的潮流，但我们发现今年也有大量的图形使用水和油等液体来表达效果。它有时被用作品牌的主图形，你可以在3D短动态图形中明显地感受到这种倾向。这种具有强烈色彩和渐变的有机形状，传达出精致而梦幻的感觉。

Using organic graphics is not a new trend, but we can find there are lot of graphics using the effects of expressing liquids such as water and oil also for this year. It is sometimes used as a graphic motif of brand identity, but you can feel the trend strongly in short motion graphics made in 3D form. This organic shape with intense colors and gradients conveys a sophisticated and dreamy feel.

有机形态的3D视频

有机形态通常以3D形式被应用，并且广泛应用于SNS共享的短视频作品中。今年尤其有很多透明质感的案例，这些透明材质运用各种颜色，使色彩搭配产生变化，营造出神秘的气氛。

Organic forms are often applied in 3D, and this trend is widely applied in short video work shared on SNS. Especially for this year, there are many cases which transparent texture is applied to 3D organism form. This transparent material reflects the surrounding color and creates a mysterious atmosphere by applying various colors.

Peacock Society 2018 品牌识别

将明亮多彩的渐变色应用于有机形态，这些图像表达了巴黎电子音乐节的特征。

By applying bright and colorful gradient to organic shapes, this graphics express the identity of electronic music festivals in Paris. 

各式各样的平面插画曾经退出过潮流，但现在已经成为一种强烈的设计趋势。很多品牌都通过聘请知名插画家的方式，用平面插画给大众新的印象。去年以来，除了2D， 3D角色插画也成为一种趋势被应用到越来越多的品牌设计当中。

Illustrations once had been backed up in trend by various graphics using photographs but now became a strong design trend. Lot of brands are trying to use graphics that can give a new impression to their brands by hiring famous illustrators. In addition to 2D illustrations, 3D character illustrations have become a trend since last year and more cases are being used for branding.

Uber 品牌插画

运用于Uber品牌新形象的插画，是其简洁有序品牌系统中有趣的一部分。

The illustration style applied in Uber’s new identity are the fun elements in the concisely organized brand system. 

Spotify-“音乐与你同在”插画

这是Spotify运用了2D插画的品牌视频。手绘质感，色彩简单，人形的四肢都很大是最近的插画趋势。

It is a brand video of Spotify using 2D illustration applying hand-drawn texture, simple color, a person’s form with big limbs which are the recent illustration trends.

Belif品牌插图

这是基于3D角色的2D图案设计示例，运用于包装设计和品牌视频。

This is an example of 2D pattern design based on 3D character which is applied on package design and to the brand video.

等距设计是一种将二维图形绘制成三维的方法，最近已成为一种趋势，在图形和动画视频中被广泛应用。许多设计师通过运用这种技术，在一个框架中显示整个图形，创造有趣和独特的氛围，呈现出一种全新的视觉印象。和去年一样，等距设计在今年似乎也会越来越流行。

Isometric is to draw 2D graphics in to three dimension which has been a trend widely applied in graphics and motion videos recently. Lot of designers use this technique to give a new impression by showing the whole graphic in one frame and creating a playful and unique atmosphere. It seems that isometric will be also popular this year as last year.

等距插画

经常使⽤等距技术和彩⾊渐变的插画家Mohamed Samir设计了一系列富有趣味性的海报。

The illustrator Mohamed Samir who often uses isometric techniques and colorful gradients designed a series of interesting posters.

等距视频

将大物体变成微小模型的等距设计能给人留下印象，最近可以看到很多运用了这种方法后，屏幕变得更加特别和有趣的案例。

The isometric method can give an impression that objects become like a miniature. Recently, a lot of cases can be seen which have made the screen more special and interesting using this isometric technique.

结合不同媒介的各种图形，创建有趣的效果是过去常见的一种方式。最近，结合大胆色彩，逼真照片和3D图像给大众新鲜感受的案例也很多。含有扁平化元素的真实图片和视频是2019的主要趋势之一。

Combining various type of graphics from different media was a common way to have an interesting effect from the past. Recently, lot of cases can be found combining bold colors, realistic photographs and 3D images to give a fresh impression. Realistic images or videos combined with flat elements are considered to be one of the major trends of 2019.

3D视频+2D图形

当2D和3D图像组合在一起，立体效果可以更加独特和突出。这是使用了此方法的优秀视频案例。

When 2D and 3D images are combined, three-dimensional effect can be more prominent and special. These videos are good cases using this method. 

真人实拍视频+2D插画

匡威活动视频是一个很好地混合了拍摄视频和2D图形的案例。

Converse’s campaign video is a good design case of a mixture of shooting videos and 2D graphics. 

真人实拍视频+发光涂鸦动画

在真人视频中添加发光的涂鸦动画，可以使视频更具动态性和趣味性。当下，SNS平台上越来越多舞者和歌手的视频都使用这种效果。

By adding glowing scribble animations to live-action videos, the videos can be more dynamical and interesting. Recently, more videos of dancers  and singers in SNS platform apply this kind of effect.

运动3D的2D插画视频

有很多作品很难知道它是2D还是3D。用3D表达物体运动，而不是简单地使用2D图形，这种视频能传达一种新的视觉感受。

There are a lot of work that is hard to know whether it is 2D or 3D. These videos can convey a new feeling by expressing the motion of the object in three dimensions rather than simply using 2D graphics.

当通过SNS共享图形图像变得很普遍时，短小而重复的动态图形也变得很易见。logo，2D插画， 3D图像和各种各样的图形都以短循环动画的形式共享。

As sharing graphics and images through SNS has become very common, short and repetitive motion graphics can be easily seen. Logos, 2D illustrations, 3D images, and various graphics are all shared in a short looping animation form. 

2D短动画

这些短视频通过在简单的扁平插画里重复使用短动作，传达独特而有趣的形象。

These short videos convey unique and fun image by repeatedly applying short actions to a simple and flat illustrations.

3D短视频

由于3D是主要趋势，短而重复的3D图像也值得注意。添加3D真实纹理和效果，可以带来独特的视觉感受。

As 3D is the main trend, short and repetitive images using 3D are also noticeable. Adding the real texture and effects of 3D can convey unique feeling. 

AR 和VR技术的发展，对平面和多媒体的设计趋势产生了很大的影响。这些新技术使人们对品牌有更加立体的体验。

The development of AR/VR technology had a great impact on graphic and multimedia design trends. Recently, these new technologies lead people to have three dimensional brand experience.

Le Graphisme Augmente 图形海报

尽管是印刷海报，它也允许人们通过印刷材料使⽤3D AR技术获得交互式体验。印刷海报只包含简单的几何图形和极小的信息，但当你通过手机查看时，将看到获得更多的信息和看到立体的形状。

Even though it is a printed poster, it allows people to have interactive experience using 3D AR technology through a printed material. Printed poster contains only simple geometric graphics and minimal information, but when you see the poster through your mobile, you will get more information and see three dimensional shapes.

Apple Music x Memoji 广告

Apple使用基于AR技术的memoji来推广Apple music。著名艺术家如Ariana Grande推出了他们的最新歌曲，通过这支广告，Apple一起宣传了Apple Music和memoji。

Apple used the memoji to advertise Apple music which is based on AR technology. The famous artists such as Ariana Grande promoted their latest songs, while Apple had advertised Apple Music and memoji together through this ad. 

Nike：上海Never Done运动店铺网站

上海耐克通过AR技术实现360度网上零售的项目，可以让消费者根据运动的出汗量来进行购买和体验服务。

This is a Shanghai Nike’s 360-degree online retail shop project through VR technology that allows you to purchase and experience services based on the amount of sweat that you made through exercise. 

奥迪Quattro Coaster广告

这是奥迪利用AR技术的项目，它能让消费者将汽车从银幕上带到自己的位置，从而积极体验开车的快感。

It is Audi’s project that use AR technology to bring the car to its own place and allow the consumers to actively experience driving the car.

2018年英雄联盟全球总决赛开幕式

2018年英雄联盟的开幕舞台利用AR技术，使演唱POP / Stars的真人歌手和游戏里K / DA角色一起同台演出。这些被实时跟踪的角色，在实际舞台上带来了真实的表演效果。

The real singers who sang POP/Stars on the opening stage of the League of Legends 2018 and the characters of K/DA had stage together using AR technology. The characters were tracked in real time and gave the effect of performing on the actual stage. 

新复古，用现代感觉诠释复古，已成为一种新趋势。新复古是一个结合了“新”和“复古”的词，是对过去怀旧的现代诠释，不仅是设计，在时尚，建筑，流行文化等各领域都是一种新趋势。

New retro, which interprets retro in a modern sense, has became a new trend. New retro is a word that combines ‘New’ and ‘Retro’, a modern interpretation of nostalgia for the past. It has become a new trend not only in design but also in various fields such as fashion, architecture and pop culture.

复古风格视频

流行于80年代和90年代的电子游戏，和好莱坞电影的复古图像与视频，被重新诠释后，再一次流行起来。

Retro graphics and videos that reinterpret video games and Hollywood movies that were popular in the 80s and 90s became popular again. 

Fritz Coffee Company品牌识别

韩国著名咖啡品牌，Firtz Coffee创造了独一无二的，具有复古logo和图形的品牌标识。

As well known cafe branding case in Korea, Firtz Coffee created a unique brand identity with retro logo and graphics. 

                 

趋势不会朝一个方向发展，它可以扩展成各种各样的方式，就像我们看到的反映了最新趋势的3D、AR/VR技术也包含了复古风格一样。我们希望这些不同的趋势能以新的方式被应用，从而创造出新颖而有趣的设计。

A trend does not flow in one direction but can extend to various ways as we see how latest design trend reflects technologies such as 3D and AR/VR but also contains the retro style. I hope that these various design trends will be applied in a new way, so that new and interesting designs can be created.

感谢您的阅读，图形设计趋势至此告一段落，敬请期待下一篇”IP形象设计趋势”…

Thanks for your reading and it comes to the end of Graphic Trends. IP Character Design Trends are coming soon…

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原文始发于微信公众号（腾讯ISUX）：2019-2020 设计趋势·图形篇