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C-360’s 2022 predictions for marketing, media and design

by | Feb 5, 2022

By C-360

In keeping with the spirit of the new year, a few members of the C-360 team rounded up forecasts about trends in media, the agency business and design.

News Viewing and Readership Down Due to COVID Fatigue
Audiences are exhausted by the relentlessly negative news cycle. In particular, people are fatigued from the constant coverage of the pandemic.

Political Communications Professor Tobe Berkovitz at Brown University has suggested that viewers and readers need “a break from the hysteria” and will keep turning away from news content in favor of entertainment.

Perhaps this is hopefulness on my end, but I predict that in the latter part of 2022 we will see more diverse topics in the news. There are many newsworthy stories and topics that aren’t doom and gloom, and we the audience will help drive that needed change in perspective.

— Karen Benckini, Media Director

Great Resignation Will Spill Over to Agency-Client Relationships
Capitol Communicator's 2022 predictions for the communications industry includes insights from C-360 agency leader Michael DeMos.
For my prediction, I believe that The Great Resignation isn’t just affecting individual employees and employers … it’s also spilling over into agency/client relationships.

I predict that in 2022 clients who are difficult to work with and treat agencies like vendors will find they have fewer choices and will wind up spending more. Just like employees are leaving for better job opportunities and work/life balance, agencies are being more selective about whom they work with and how that work impacts their workforce.

One place I have seen this is in the print and mail industry. Up until the pandemic, production firms often had to be the lowest bidder with unreasonable timelines—and often put up with rude or disorganized customers. Now buyers are simply asking for rates and timelines, all while being polite and working like team players.

It’s definitely a welcome change, and one that we can all benefit from. C-360 has been fortunate to partner with clients who value strong relationships, and we hope that everyone in the industry begins to enjoy such rapport.

Michael DeMos, CEO & President

Color and Design Trends in 2022

While some may not recognize how a color trend touches our daily lives, it’s there … in the background … surrounding us all. For 2022, the Color of the Year from Pantone brings us a splash of positivity that we all could use.

Welcome Very Peri! I can’t wait to experience this color all around as it spreads and influences our decisions on how we brand products, set up retail displays for merchandising campaigns, and even choose our clothes. Enjoy!

The graphic design trends represent a tentative second wave. Styles from across the decades are being given a second life and 2022 is featuring the 90s in a variety of incarnations.

This particular trend hinges on nostalgia—that longing, idealized gaze backward. To this end, we are re-experiencing the 90s through Memphis design patterns, simple emojis and primitive Internet frames. Fond memories reign supreme through bright color blocks and dripping slime. Whenever your design project calls for a sense of comfort with a touch of old-school cool, turn the clock back to the 90s.

—  Nichole Roksiewicz, Graphic Designer

P.S. If you want to read more about current trends in design, here are my suggestions:

Color of the Year: https://hypebae.com/2021/12/pantone-color-of-the-year-2022-very-peri-periwinkle-blue-purple-17-3938-announcement-info
Design Trends: https://graphicmama.com/blog/graphic-design-trends-2022/
90s Nostalgia: https://piktochart.com/blog/graphic-design-trends/#retro-futurism

Based in Baltimore, the experienced C-360 team offers public relations and crisis communications; media planning and buying, including traditional and digital advertising; SEO (search engine optimization); SEM (paid search and display); website design and development; creative services, including graphic design and copywriting; social media (paid and organic); event planning; photography and videography. C-360 is a Capitol Communicator sponsor. For more information visit https://c-360.agency/

About the Author

Capitol Communicator and sponsors host various guest postings on relevant topics of interest to the advertising, marketing, public relations and media professional community that Capitol Communicator serves.


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