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James Greenfield (Image credit: Paradigms)<\/p>\n
James Greenfield, founder of Koto<\/a>, cited brands \u201cletting social dictate how their brands exist\u201d. He gave the example of UK brand Currys, which had a viral hit recently where its employees were using Gen Z language to talk about products. \u201cIt was a cool bit of content, but if you go into a Currys store, it\u2019s an awful experience,\u201d said James. \u201cThere\u2019s absolutely no point in spending all that time and effort on social if people turn up at the store and it’s crap.\u201d<\/p>\n Why are brands doing this? \u201cPeople are too worried about what others are doing and copying,\u201d James explained. \u201cEveryone’s desperate for data. I get that. But that’s not brand building.\u201d Brand building, he went on to say, is \u201calmost impossible to measure\u201d.<\/p>\n \n Bianca Berning (Image credit: Paradigms)<\/p>\n When I asked Spotify\u2019s staff typographer, Bianca Berning<\/a>, what trend she wished would die, she pointed to a misconception that she\u2019s heard going around at the moment, about one of the most controversial fonts around, Comic Sans.<\/p>\n <\/p>\n \u201cA lot of dyslexic people say that they prefer to read things in Comic Sans. And there’s a really good logical reason for that, which is that in Comic Sans, because everything’s hand-drawn, none of the letters look alike, so they’re a lot easier to differentiate from each other. If you have an uppercase letter \u2018S\u2019 and a number \u20185\u2019 in Comic Sans, they don’t look alike. But if you had them in another font, like a sans serif, they look a lot closer to each other.<\/p>\n If you are dyslexic, having differentiation between letters and numbers can be useful, because it stops your reading flow from being interrupted. “I think Comic Sans does that well,\u201d said Bianca. \u201cBut because some people said that that works really well for them, there’s now a general perception that Comic Sans is the most legible font for dyslexic people, which is not how it works. Dyslexic people \u2013 or everyone that I have spoken to \u2013 have different preferences.<\/p>\n \u201cYou can’t make these kind of sweeping generalisations and claims that one thing works best for a whole group of people,\u201d she summed up.<\/p>\n \n Nkenna Amadi and Asmah Mansur-Williams (Image credit: Paradigms)<\/p>\n Nkenna Amadi, co-founder and lead web designer and developer of The Blackpepper Studio<\/a>, also argued that you can\u2019t take one rule and apply it to everything. The trend he wanted to die was \u201cneon greens that pop\u201d. He explained that they can fit in some spaces and work for some brands, but they don\u2019t work for everyone. \u201cThere\u2019s also a lot of research that goes into what they\u2019ve chosen,\u201d he said, \u201cand that\u2019s not necessarily translated to your brand. It\u2019s not just a case of copy paste.\u201d<\/p>\n You may like<\/p>\n The problem is, he says, when people think a trend works nicely for someone, so they think \u201clet me put this in my work as well. Shiny doesn\u2019t always mean better.\u201d<\/p>\n Nkenna\u2019s co-founder, Asmah Mansur-Williams, brought up \u201ceveryone using sans serifs\u2026 I think we need more characterful type.\u201d But she caveated that \u201cwhen it\u2019s done right, it\u2019s good\u201d. It\u2019s just when it\u2019s not done right that\u2019s the problem.<\/p>\n \n Jonas Hegi (Image credit: Paradigms)<\/p>\n Rather than focusing on one specific trend, Jonas Hegi, co-founder and executive creative director of Builders Club<\/a>, thinks we should look more closely at the things we don\u2019t like.<\/p>\n \u201cI think as a creator or someone who wants to be creative, it’s important to sometimes look further that what you like and get inspired by things you don’t like,\u201d he said. And he suggests going one step further. \u201cTry to understand why people like them.\u201d<\/p>\n This is a particularly useful when you don\u2019t like something everyone else loves. \u201cI think understanding why something you don’t like is loved by millions is a really interesting exercise,\u201d he said. \u201cLike knowing your enemies\u2026 So I’m not genuinely against anything… Out of things I don’t like, I get inspiration to do something, maybe the absolute opposite.\u201d<\/p>\n What trend do you wish would die? Let us know in the comments.<\/p>\n![\"Bianca](\"https:\/\/www.newsbeep.com\/ca\/wp-content\/uploads\/2025\/10\/SkBJf95ghEPdtRLSaWke5b.jpg\")
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