Trend tracking the human touch with Jehane Boden Spiers
Artificial intelligence continues its march into so many enclaves of our lives, yet true creativity – works by real artists, illustrators and designers – remain ever potent.
Citrus zing, honouring what came before, modern opulence and some hopping frogs and toads thrown in for good measure, are just some of the trends predicted by some leading artists’ agencies to be reflected in greeting cards over the coming year.
PG serves up a feast for the eyes in this series from experienced aesthetic bellwethers, starting with Jehane Boden Spiers citing what she believes will be the cultural drivers of our creative tastes for 2024 as well as the design trends that will shape our interactions.
Jehane Boden Spiers, founder of the Jehane art licensing agency
“The biggest driver for our clients’ aesthetic tastes in the coming year will be an increased interest in intentional artwork which displays a human touch. The extraordinary advent of artificial intelligence (ai) will continue to prompt us to ask important questions.
“Technological advances are nothing new. Indeed, they have long inspired us to reflect on the value we bring to the table. One of the valuable outcomes of ai is the clearer distinction it supports us to seek. The wide-reaching and fast-moving impact of ai is shining an ever-brighter light on the key debate around what we do and the value of what, and how, we create.
“We are increasingly considering the layers within the creation of art and the valuable driver of individual intent. This will extend to an increased emphasis and interest in personalised experiences, storytelling, and authentic narratives. The personal touch of the human hand will be increasingly valued and drive aesthetic tastes in 2024 and beyond.”
Trend 1 – zest for life
“Citrus trends will inspire new variations of sharp and vibrant designs without being sugar-sweet. Refreshingly bold yet understated, familiar favourites like lemons, limes, grapefruits and oranges will reflect a zest for a simpler way of life with an historic influence.
“The lemon was first recorded in literature in a 10th century Arabic treatise on farming and was also used as an ornamental plant in early Islamic gardens. It was distributed widely from then on and reached Mediterranean regions between 1000 and 1150.
“The popularity of citrus has built entire economies and is the result of an impressive commonality. This makes citrus designs both a design trend which we appreciate as individuals with the commercial benefits of reaching a wide audience.”
Trend 2 – modern opulence
“Modern opulence will be a strong trend in 2024. It offers an elegance of style which everyone can enjoy in smaller doses while maintaining a sumptuous and lavish effect. This will combine romance and nostalgia with a relaxed approach while keeping the focus on luxury.
“Rich colour palettes with carefully balanced details and design layouts which give elements more space to breathe will feature. Decadent designs will be enhanced with innovative materials or juxtaposed with contrasting styles such as art deco.
“With the added bonus of a sense of space, this trend celebrates luxury in a more leisurely way.”
Trend 3 – countryside neutrals
“Scenic, rural designs in warmer neutrals will be strong in the coming year. The ongoing popularity and evolution of Scandi-inspired design continues to hold our interests and influence design trends.
“From cool and minimalist to cosy and cocooning, this trend informs an array of warm neutrals. Inspired by farm-life, harvest, and the countryside, this farmhouse design embodies various styles which overall represents cosiness and comfort. Earthy beiges, contemporary off-whites, and wildlife elements will complement using natural materials and modest decorative touches.
“A softer commentary on climate change, this theme honours the land we want to protect. It celebrates the comfort of the familiar and principally the life we want to preserve.”
