Rustic is a rough yet warm visual trend that reminds us of simpler times; it’s cozy and earnest, not sprawling or clinical. It draws on the look and feel of raw materials to convey a hand-hewn, personalized quality that alludes to a subtle sophistication because of its uniqueness. (Its vibe is the opposite of a mass-produced plastic toy, for example.) Envision organic forms and natural environments.
We have identified 6 design patterns which
characterize Rustic trend and are currently
trending in direct consumption product industries, such as food and beauty.
We hope you will find these insights useful and
inspiring for your design projects.
The bags are made out of burlap as a way to up-cycle existing materials found at the market. The inside of the bags are lined with colorful nylon fabric so they are water-proof for fresh produce, - say the designers Catalina Rozo & Melissa Clinard.
The handmade, imperfect aspect of Rustic’s typography gives a sense of personalized services and products. It suggests better quality and stepping away from the mass industrial production that feels artificial to today’s consumers. The imperfections that imitate traditional printing techniques create this same effect.
“(...) the restaurant wants to project a more robust picture, industrial and refined at the same time. An image that represents the authenticity and primary bases of the Canadian culinary culture,” say the designers of Jeremy Hall.
Rustic uses photography and natural materials that appear rich to the eye. The extensive use of photography in these design projects appeals to other senses too - communicating smells, textures, tastes - conveying a clear message about the quality and organic feel of the overall look. Retro colors for photography creates a sense of tradition.
Farm-to-table restaurants are popping up everywhere and Etsy is more popular than ever, which leads us to believe that people are gravitating toward items that are handmade and experiences that are personalized.
The Rustic visual trend says “one-of-a-kind” – a perfect message to consumers who are looking for a handmade, natural quality in food items and other directly consumed goods such as beauty and health products.
Rustic conveys a positive experience of trust. Knowing something is natural and handmade makes people feel safer when eating or putting something on their bodies. It also makes the products look more sophisticated and high-end than something that’s massed produced.
In a society that’s looking for a more fulfilled life, with healthier habits, more sustainability and authentic personalized experiences, this visual trend is highly effective for communicating visually.
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