How to Lead Innovation? Become an Event Design Expert through Trends!

Trend’s don’t really work for me, or do they?

The definition of a trend is not an exact science but rather a delicate balance between instinctive intuition and a rational interpretation of data. Gaining an understanding of trends is a skill that develops with years of experience and insight into the concept of trends. Trends encompass the gradual transformation of a particular aspect, leading to long-term consequences. Embracing trends requires navigating the tension between the fundamental human desire to belong to a group and the need for individuality.

The choice of leaning towards one of these forces is a conscious decision of creative positioning. At its core, a trend embodies a forecasted progression with enduring and transformative consequences, ushering in change. Present developments either diverge or intensify, reflecting the ever-present reality.

Change, though full of uncertainty, serves as both a resource of opportunities and a ground advancement. Trends delineate prevailing directions toward which evolution gravitates. Beyond its conventional definition, the exploration of trends is morphing into a multifaceted discipline, extending its pertinence from business realms to the realms of social media, psychology, and design, including the nuanced domain of floral design.

Embedded within trends is the intricate tapestry of social behaviors. Central to the adoption of trends is the question of identity. This is why every event designer in the industry who wishes to stay relevant in the market has to look into trends and find ways to understand and study them. The identity of the client is key, but the identity of the designer plays a crucial role as well.

I see trends as one of my design tools to play with. The more tools you have the better you can design. More knowledge of design elements, of what and how to communicate gives you the ability to elevate yourself as a designer. As we increasingly recognize the profound influence of trend studies on personal preferences, business decisions, and creative pursuits, the field of trend analysis has adapted to the needs of various creative industries, including event design. Spotting trends is often likened to predicting the weather.

Are you or your clients immune to trends?

Color, beyond its physical aspects, is a subject of complex and ongoing philosophical debate. Color trends focus on the experiential dimension of colors rather than mere visual perception. Pablo Picasso once remarked, "Colours follow the changes of the emotions."

Tomas De Bruyne "In design, Colours are the perfect guides to evoke emotions."

Colors wield a profound impact on people's perceptions, and personal feelings about a color often stem from personal experiences or cultural backgrounds. In this wide range of individual color perception, universal meanings for color effects exist. There are no precise metrics to gauge the success of color forecasting.

Color forecasting sometimes faces two common misconceptions. First, there is a belief in a predetermined scheme for unveiling colors, and second, the notion that the Colour of the Year and color trends are arbitrary selections. In reality, the collective effort to foresee the future is a responsibility forecasters approach earnestly. Pantone's annual Colour of the Year selection, for example, is described as a quest for meaning, an attempt to capture the global mood, connecting colors with narratives and ultimately making people talk about color.

Why should we use trends in event design?

The notion of using trends is often misconceived and offers a sense of lack of individuality to many people. As if using a trend as a source of inspiration somehow detaches one from exploring their taste.

Trends work in the reverse way. A discerning event designer should endeavor to stay at the forefront of evolving trends, seeking to grasp the nuanced preferences of a diverse clientele. While the direct correlation between trends and established psychological typologies may not be readily apparent, an intriguing parallel can be drawn, one that gives designers the freedom to be creative while addressing their clients with meaningful designs of events, either personal or corporate.

2024 comes with a beautiful collection of color palettes to be explored, new and intriguing shapes, forms, and textures. The power of design lies in exploring the combination of these elements with consciousness. The four trends, like the four corners of a psychological compass, echo the various dimensions of the human typology spectrum, making them a compelling subject for exploration.

All these are tools for us, creatives, to use and abuse. Nothing is random and every choice has to be conscious.

Do trends provoke you as an event designer?

In 2024, the natural trend - PROVOKE - embraces imperfections, reflecting authenticity and emphasizing the beauty of raw, unrefined elements. Inspired by nature, the color palette of the trend features earthy tones with a touch of military blue, symbolizing both contradiction and harmony.

This trend offers event designers a wonderful opportunity to embrace sustainable concepts, to use, reuse, and recycle in a unique, creative way. The inspiration offered by the color palette, forms, shapes, and textures sets out possibilities to explore nature with a sense of time. It often seems easy to create events that speak to the nature-loving clientele simply by bringing in a lot of natural materials, yet being innovative and unique in bringing the spirit of nature into event designs can be challenging.

Understanding how trends work sets a premise for success in connecting with your clients and offering creative solutions that truly speak to their personalities. The natural trend in 2024 places the spotlight on less obvious elements, like rough stone textures, earthy colors, and organic shapes.

Flowers and plants complement these elements giving designs a new, fresh, unseen look.

What makes a trend special?

The modern trend, CELESTIAL ARDOR, is the dominant trend for 2024. It emerges as a celebration of new beginnings and a daring exploration of space, both physical and mental. The trend's color palette is a vibrant blend of warm and bold hues, mirroring the quasi-surreal colors of a summer sunset, and features the Pantone Color of the Year mood as well.

Within Celestial Ardor, there is an inherent optimism, inviting positivity and action. However, much like the dual nature of the sun, the trend acknowledges the challenges, weaving a narrative that reflects both the beauty and the potential adversities. Trends serve as a guiding light, directing your attention not just towards your design process but also helping you make informed decisions about what to purchase and gaining insights into your clients; preferences and desires.

Taking inspiration from the elements that each trend offers is not a restrictive process, but rather a liberating one. Mixing elements from one trend with another is a smart choice especially when it comes to event design. As event designers explore this trend, they embark on a journey where tradition meets the avant-garde, and the classic seamlessly blends with the modern, offering a transformative experience that transcends the boundaries of time and space.

How to dazzle your clientele?

Changes in society affect consumers' habits and, ultimately, they affect how you position yourself on the market. For 2024, in the lifestyle sector, we notice that fake is no longer a concept perceived as negative. It can be funny, beautiful, and stimulating. Things no longer have to be real to provoke an emotion.

It should come as no surprise that RAZZLE DAZZLE - the avant-garde trend - is one led by digitization, technology, and the virtual world. Discovering, feeling, and experiencing are extremely important within this trend. It comes as no surprise that many young people flee to this beautiful world where anything is possible, but it is also not without danger.

Most event designers do work with technology and digitalization, from using social media platforms to incorporating technology into the business. But have you considered that there are ways in which you can bring the virtual world into your events as well, aiming to target a younger audience, who have always known technology as part of their lives? Within the Razzle Dazzle trend, textures become a whimsical blend of the bizarre and fantastical, shapes and forms defy convention and challenge typical standards and the color palette mirrors vibrant hues that have become familiar to younger generations through games, AI, and virtual worlds, influencing trendsetting across industries. Knowing how to use these elements in events will lead you into a creative exploration that will attract new clients and set you apart from the competition!

Can ‘classic’ be trendy?

Classicism, a concept deeply rooted in the arts, has always served as an aesthetic anchor, providing a timeless and enduring foundation for creativity. The fourth trend of 2024, QUINTESSENTIAL speaks about a comfortable return to classic values with a spin on interpreting what classic truly means. Real luxury is in the finish and detail. Subtle changes in traditional shapes and tasteful interpretations of classic items are present, adding a sense of time to time and translating the element of new in the trend. Luxury within QUINTESSENTIAL is largely defined by the way it was defined hundreds of years ago: bespoke, handmade, and of fine materials. Much less ephemeral than hyped brands and with a certainty of quality.

For many event designers, classic is often associated with being “boring” or “old-school”, yet there are numerous clients out there who look for classic elements as an anchor, they connect with them and find comfort and ease in the classic aesthetics. Especially within luxurious events, the classic elements are always a go-to option. Surely, as event designers who always strive to bring out something new on the market, approaching classic designs is a challenge. Engaging in the trends, understanding them, and being up to date with the latest gives you the power to tackle any type of design without fear of losing your signature style and individuality as a creative.

Empower Your Creativity: Embrace Client Trends While Making Your Mark!

Trends are a tool, a method of communicating with people, and a resource that you can dive into to bring out the best designs that speak of you, yet emotionally engage your clients! Do I consistently incorporate trends into my designs or decorations? Well, not always, but upon reflection, I must admit that there's a noticeable pattern.

I consciously integrate elements of upcoming or current trends, although sometimes unconsciously. This approach distinguishes my work, as I skillfully combine various elements to create unique compositions."

Crafting Authentic Experiences

Distinguishing yourself while aligning with contemporary society involves adding a personal touch to a trend. Trends are meant to inspire, not to copy. Avoid being a trend follower; instead, personalize trends for your clients to generate authentic experiences.

This is the core philosophy behind the 2024 Trend Report concept, which makes this publication an infinite source of inspiration for florists all over the world.

Trends are not just about creativity; they are about giving you the power to understand your clients better and, most importantly, gain the ability to serve them best, and ultimately grow your business through that! We should be aware that trends are more than only a color palette and some shapes to pick from as designers. Understanding trends gives you a holistic insight into the bigger picture.

Last I saw a picture from Pantone showing flowers together with their matching colors. I added, let us see further than only a color in the flowers and I summed up easily at least 20 extra elements that can play an important role in evoking emotions as this is what we do. We are in the business of entertainment, giving joy happiness, and unforgettable memories to our clientele. Making everlasting memories.