The balance between technology, craft and authentic connection
I stumbled across a fascinating report recently from Creative Boom that captures what’s happening right now in the design industry. Having seen how many of you found value in the Metricool social media insights a few weeks ago, I thought you might appreciate these design forecasts too – especially as they reveal interesting tensions between embracing new technology while simultaneously returning to craft and human connection.
Before diving in, I want to acknowledge something important: while being aware of trends matters for staying relevant and meeting evolving client needs, equally critical is remaining true to your core creative values and exceptional strengths. The most successful creative businesses don’t blindly chase every trend. Instead, they thoughtfully incorporate elements that align with their authentic approach.
As you read through these insights, consider which naturally complement what you already do brilliantly, and which might offer fresh opportunities to evolve while remaining genuinely you. It’s finding this balance – between awareness of what’s changing and confidence in what shouldn’t – where truly exceptional creative businesses flourish.
The AI-Human Balance
Perhaps the most significant shift happening across creative industries is the evolving relationship between AI and human creativity.
According to Creative Boom’s report, we’re at a fascinating inflection point where AI is moving beyond being merely an ideation tool to creating final outputs. Jan, an executive creative director at Wolff Olins, describes this as “one of the most transformational shifts in technology since the introduction of the computer.”
That’s quite a statement when we consider how fundamentally computers transformed every aspect of how we work, communicate, design, and operate. If AI represents a shift of similar magnitude, we’re truly at the beginning of a profound transformation in creative industries. The question isn’t whether this technology will change how we work, but how we manage that change while preserving what makes creative work meaningful and distinctly human.
What’s particularly interesting is the counter-movement emerging in response. Kiser Barnes, partner and CCO at Red Antler, observes that “the faster technology moves, the more we’ll see a counter-trend emerge: a return to handcrafted, human-centred design.”
I want to be clear that I’m not at all anti-AI – quite the opposite. I use AI in my own business in ways that genuinely save hours and enhance my work. It serves as a brilliant collaborator for certain tasks – helping with research, editing, and organising information. When used thoughtfully, these tools free us to focus more on the aspects of our work that require human insight, intuition, and personal connection.
Rather than viewing this as an either/or situation, we’re experiencing a rebalancing – getting clearer about where technology adds value and where human creativity remains irreplaceable.
A perfect example emerged recently with the #StarterPackNoAI movement. When AI-generated images of people as plastic dolls flooded social media, illustrators responded by creating hand-drawn alternatives. What stood out wasn’t a wholesale rejection of technology, but a thoughtful reclaiming of space for individual artistry that showcased each creator’s unique style and personality.
As illustrator Rosie Wilson noted, “The AI figurines can feel a little soulless, whereas all the illustrated, handmade versions are full of character, life, and a genuine way to see into someone’s personality.” This exemplifies creatives not just responding negatively to technology but proactively demonstrating the irreplaceable value of human creativity.
The Return to Physical Experiences
This brings me to another significant trend creating tremendous opportunities for creative businesses: the return to physical, tangible experiences.
After years of increasing digital saturation, consumers are actively seeking real-world connections. As Graeme McGowan, co-founder of creative agency Jamhot, points out, “As the world of AI develops, we’re leaning into creating more human connectedness through our work. That’s something that I think will be more important to brands going forward.”
Tom Munckton, executive creative director at Fold7Design, describes it as “a rebalancing happening of the ‘virtual’ to ‘physical’ showings for brands, with big retail marketplaces exploring more and more IRL [in real life] experiences combined with pure e-commerce.”
I’ve seen this playing out in numerous creative businesses. My friend Pippa MacKenzie immediately comes to mind – she’s now focusing on beautifully created photo albums called LIFE, transforming traditional photo albums into luxurious, bespoke heirlooms. Each book is meticulously designed with photographs and mementos—like invitations, handwritten letters, or travel souvenirs—bound into stunning coffee table books.
There are countless other examples: graphic designers developing tactile brand experiences, ceramicists and product designers whose handmade works are seeing renewed appreciation.
This movement isn’t simply about nostalgia—it’s about creating meaning in an increasingly digital world. It’s about embracing both online and physical elements to create truly meaningful engagement.
For creative business owners, this presents a brilliant opportunity to showcase the tangible, sensory aspects of your work that simply can’t be replicated digitally. Whether that’s the texture of your materials, the physical presence of your designs, or the immersive nature of in-person experiences, these elements are becoming important differentiators.
The Craft Renaissance
Closely connected to this return to physical experiences is what Luigi, founder and creative director at Design LSC, calls “the craft renaissance.” There’s a growing appreciation for craft and heritage in design, driven by several key factors:
First is personalisation. Consumers increasingly seek unique, handmade items with personal meaning, moving away from mass-produced products. This resonates powerfully with creative businesses—the ability to offer something that feels individually meaningful rather than generic.
Second is sustainability, with a focus on eco-friendly and ethical consumption aligning perfectly with craft’s slow, intentional production. It’s the combination of environmental consciousness and creating work with intention and care.
The third element is particularly interesting—advances in technology are blending with traditional craftsmanship, creating innovative yet authentic designs. We’re not seeing technology replace craft; instead, they’re complementing each other in fascinating ways.
This trend naturally plays to the strengths of small creative businesses. You already possess the skills, attention to detail, and personal approach that larger brands often struggle to replicate authentically. Your work inherently contains the story, meaning, and human connection that consumers increasingly value.
More Experimentation and the Rise of Design Writing
As design tools become more accessible and template-driven, an interesting contrast is emerging. Mike Perry, founder and chief creative officer of Tavern, points out that with tools like Canva, “everyone’s a designer, or thinks they are,” leading to an abundance of content. But since these programmes rely heavily on templates, we’re seeing a sea of sameness.
The opportunity here, especially for professional creatives, is in what Perry calls “more room for experimentation at the fringes.” He expects to see continued iterations on the “undesigned” trend, more chaos, more maximalism to counter the “crisp, clean, blandness the algorithm will inevitably continue to serve us.”
Alongside this is another fascinating trend: the increasing importance of writing in design. If AI can create images and videos based on text prompts, writing skills become even more valuable. As the creative director at Bedow puts it: “The industry is now ready to embrace the written word. Articulate what you do before you do it. Craft sentences and use the words as a guide rather than visual references.”
This aligns beautifully with what we’ve discussed in previous episodes about clearly articulating your value and approach. The ability to express your ideas, vision, and creative process in words is becoming an increasingly important skill—not just for marketing, but for the creative process itself.
The Visual and Sensory Landscape
Cat How, founder and executive creative director of How Studio, identifies a fascinating trend she calls “Minimalist Maximalism.” This approach blends “the simplicity of minimalism with the boldness of maximalism,” embracing “clean lines and white space of minimalism with more expressive and unexpected elements, such as vibey colours, massive type, and other eclectic elements.”
We’re also seeing significant innovation in how sound is integrated into design. Simon Carr, design director at DesignUps, notes that “as audio becomes more accessible and more popular with web tools, it makes sense that there will be more creative ways to utilise sound files on websites.” This multi-sensory approach adds another dimension to connecting with audiences.
Sustainability and Inclusivity
While these visual and sensory trends reshape aesthetic aspects of our design work, we’re also witnessing profound shifts in how values are expressed through design. Sustainability has moved from a nice-to-have feature to a core design principle influencing everything from materials to messaging.
Simon Manchipp, founding partner at SomeOne, predicts that we’ll be seeing “a visual language that whispers of environmental stewardship: natural textures, earthy palettes.”
Importantly, he emphasises that brands will “not only look sustainable but ensure they’re rooted in ecological mindfulness.” This authenticity is crucial—consumers are increasingly skilled at identifying superficial “greenwashing” versus genuine commitment to sustainability.
What This Means for Your Creative Business
What strikes me most about these trends is the tremendous opportunity they present for small creative businesses that lead with their exceptional strengths.
The movement towards authenticity, craft, and human connection plays directly to the unique advantages that creative entrepreneurs already possess. While larger companies might struggle to appear authentic or craft-focused, these qualities are often already at the heart of your work and approach.
The key is finding where your natural strengths align with these evolving trends. If your exceptional strength is your unique aesthetic or artistic style, the growing appreciation for distinct creative voices over template-driven sameness creates a perfect opportunity. If you excel at creating deeply personal, meaningful experiences for clients, the return to physical connections and craft offers tremendous possibilities.
It’s encouraging to see how many of these trends validate the approach we’ve been discussing in recent episodes—building your business around what you naturally do best, embracing your creative identity, and creating work that feels genuinely yours.
The challenge isn’t to follow every trend or completely reinvent your approach. It’s about thoughtfully considering which movements align with your existing strengths and values, and then finding natural ways to incorporate these elements while staying true to your core creative vision.
Balancing Trends with Timelessness
While being aware of trends matters, maintaining your distinct creative voice matters more.
The most successful creative businesses don’t simply chase trends—they develop an approach that balances timely relevance with timeless quality. They understand that certain elements of their work should evolve with changing tastes and technologies, while other aspects—particularly those connected to their exceptional strengths and core values—should remain consistent.
Think about creative heroes in your own field—the designers, artists, or creatives you most admire. Chances are, they’ve evolved their approach over time while maintaining a distinctive voice that remains recognisably theirs. That balance between evolution and consistency is what creates truly memorable, sustainable creative businesses.
As you consider these trends, view them not as pressures to conform but as opportunities to express your unique creative vision in ways that resonate with current contexts. Which naturally align with work you already love creating? Which movements could help you communicate your value to clients more effectively?
Remember that your greatest asset isn’t how well you follow trends—it’s your capacity to create work that only you could make, infused with your unique combination of skills, experiences, and perspective. The trends that matter most are the ones that help you do that more effectively.
I’d love to hear which of these trends resonates most with you and your business. Perhaps you’re already incorporating some of these movements, or maybe you’re seeing different trends emerging in your specific field. Share your thoughts with me in the comments below or over on Instagram—I genuinely love hearing about your experiences and perspectives.
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