{"data":{"prismic":{"blog_article":{"article_type":"Opinion","title":[{"type":"heading1","text":"Does 2026 mark the end of digital design trends?","spans":[{"start":19,"end":23,"type":"strong"},{"start":34,"end":47,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"seodescription":[{"type":"paragraph","text":"If Gen Z wants effortlessness, and everyone else follows suit, what does that mean for design? The more-is-more” era is over and we're moving into one where quality beats quantity.","spans":[],"direction":"ltr"}],"seotitle":[{"type":"paragraph","text":"Does 2026 mark the end of digital design trends?","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Matt Powell","job_title":"Creative Director","profile_picture":null},"published":"2026-01-02","image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-gIvOtkhBO0v_Creative.png?auto=format,compress"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.779527559055118,"src":"/static/41be67773f7f6b1897a6e34da59c3f61/ea5de/aWEv-gIvOtkhBO0v_Creative.png","srcSet":"/static/41be67773f7f6b1897a6e34da59c3f61/6b0e5/aWEv-gIvOtkhBO0v_Creative.png 200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/a489e/aWEv-gIvOtkhBO0v_Creative.png 400w,\n/static/41be67773f7f6b1897a6e34da59c3f61/ea5de/aWEv-gIvOtkhBO0v_Creative.png 800w,\n/static/41be67773f7f6b1897a6e34da59c3f61/b36f0/aWEv-gIvOtkhBO0v_Creative.png 1200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/cfd9e/aWEv-gIvOtkhBO0v_Creative.png 1600w,\n/static/41be67773f7f6b1897a6e34da59c3f61/96abc/aWEv-gIvOtkhBO0v_Creative.png 1808w","srcWebp":"/static/41be67773f7f6b1897a6e34da59c3f61/0c129/aWEv-gIvOtkhBO0v_Creative.webp","srcSetWebp":"/static/41be67773f7f6b1897a6e34da59c3f61/0e93d/aWEv-gIvOtkhBO0v_Creative.webp 200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/2259f/aWEv-gIvOtkhBO0v_Creative.webp 400w,\n/static/41be67773f7f6b1897a6e34da59c3f61/0c129/aWEv-gIvOtkhBO0v_Creative.webp 800w,\n/static/41be67773f7f6b1897a6e34da59c3f61/45222/aWEv-gIvOtkhBO0v_Creative.webp 1200w,\n/static/41be67773f7f6b1897a6e34da59c3f61/1f191/aWEv-gIvOtkhBO0v_Creative.webp 1600w,\n/static/41be67773f7f6b1897a6e34da59c3f61/70720/aWEv-gIvOtkhBO0v_Creative.webp 1808w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"does-2026-mark-the-end-of-digital-design-trends"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"How Gen Z is redefining digital experience for everyone","spans":[{"start":47,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Our research has shown that in 2026, investing in and designing for effortless digital experiences isn't a feature. It's a success strategy. And it works for everyone, not just Gen Z. Find out why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Daniel Vincent","job_title":"Strategist"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_AIvOtkhBO0y_StrategyEmailHeader.png?auto=format,compress"},"_meta":{"uid":"how-gen-z-is-redefining-digital-experience-for-everyone"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"Why effortless experiences demand a whole lot of effort","spans":[{"start":15,"end":26,"type":"strong"},{"start":49,"end":55,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"An effortless digital experience might feel simple. But technically, it's a whole different story. In this latest Shifting States thought leadership, Ross explain why.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Ross Gratton","job_title":"Head of Engineering"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"article_type":"Opinion","published":"2026-01-09","link":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv_QIvOtkhBO0z_Tech.png?auto=format,compress"},"_meta":{"uid":"why-effortless-experiences-demand-a-whole-lot-of-effort"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"heading1","text":"You talking to me? Personalisation in practice","spans":[{"start":4,"end":11,"type":"strong"},{"start":19,"end":34,"type":"strong"}],"direction":"ltr"}],"summary_text":[{"type":"paragraph","text":"Build trust, relevance, and loyalty through meaningful personalisation. What to find out how your content can truly resonate with Gen Z? Click here.","spans":[],"direction":"ltr"}],"author":{"__typename":"PRISMIC_Person","name":"Amy Matthews","job_title":"Senior Copywriter"},"thumbnail":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"article_type":"Opinion","published":"2025-12-05","link":{"uid":"you-talking-to-me-personalisation-in-practice"},"image":{"dimensions":{"width":1808,"height":1016},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aWEv-QIvOtkhBO0u_ContentDesign.png?auto=format,compress"},"_meta":{"uid":"you-talking-to-me-personalisation-in-practice"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Who doesn’t love a design trend report? Every December thought leaders release their predictions for the year ahead in digital design. I’ve kept a few from the last years, and flicking through them is a great reminder of how quickly things change.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"2024’s lists were full of retro pixel art, bubbly fonts and experimental typography, and countless nods to maximalism. That “more-is-more” approach came from an era when being glued to your screen was perfectly fine and brands were fighting for every possible eyeball. The goal was simple: hold attention for as long as humanly possible, whether on websites or social platforms.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"But as Shifting States so neatly puts it, times have changed. ‘Focused attention’ has become ‘doomscrolling’, and the fact that only 14% of Gen Z feel comfortable with their screen time says it all.","spans":[{"start":7,"end":22,"type":"em"},{"start":133,"end":185,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"We’re moving into an era where quality beats quantity. Just as crafted, thoughtful advertising like British Airways’ new “Reflections” campaign stands out in a sea of AI-generated slop, so too should the quality of customer experience design rise above the noise.","spans":[{"start":31,"end":54,"type":"em"},{"start":100,"end":143,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-creative-long-read/clkn/https/www.creativereview.co.uk/british-airways-reflections-uncommon-advertising/","target":"_new"}}],"direction":"ltr"},{"type":"heading2","text":"What defines quality in 2026?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"The Shifting States finding is clear: Effortlessness. Brands helping people find what they want, achieve what they need to, and letting them go back to real life. Brands that save time build loyalty; brands that waste time burn it.","spans":[{"start":38,"end":52,"type":"strong"},{"start":54,"end":162,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"And that’s why 2024’s digital design trends need to be dropped immediately. All those maximalist features take digital in the wrong direction. We need design that delivers effortlessness above everything.","spans":[{"start":172,"end":186,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"Think structured grids, retro serif typefaces, transitional animations and hand-drawn illustrations. Years of practice have shown that these elements work: grids organise information, serifs improve readability, animation adds seamlessness, and illustration can be a powerful way to help people understand.","spans":[],"direction":"ltr"},{"type":"heading2","text":"Effortless design is sustainable design","spans":[],"direction":"ltr"},{"type":"paragraph","text":"This isn’t advocating nostalgia. It’s effortlessness by design.\nI expect the design trends of 2026 to embrace visible grids, reduced colour palettes (think Co-op or Monzo, with half their customers under 35), and new variations on classic fonts.","spans":[{"start":38,"end":64,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"But effortlessness goes deeper than UI design. It reaches into the heart of how digital brands express themselves.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Some of the most powerful branding in the world distils the brand truth into a single word: Hilton = hospitality, Apple = creativity, M&S = trust. Effortlessness, to me, is a new magical ingredient – a secret sauce you can mix with any brand truth to open up creative possibilities:","spans":[],"direction":"ltr"},{"type":"list-item","text":"Confident + effortless","spans":[],"direction":"ltr"},{"type":"list-item","text":"Cheerful + effortless","spans":[],"direction":"ltr"},{"type":"list-item","text":"Futuristic + effortless","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Each of these combinations is an intriguing creative brief.","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Effortlessness doesn’t mean abandoning your principles or suddenly going full zen. It simply means adding one extra question to every conversation: What makes it simple? (It’s also the fourth of the 15 questions Jony Ive asks about every product).","spans":[{"start":148,"end":169,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"I saw a tweet recently that said, “Why does there always have to be a username and a password? Why not just a password?” There’s probably a valid technical reason for it, but that kind of questioning is what matters most. It’s how effortlessness is born: by challenging conventions that no one ever thought to revisit, and pioneering alternatives that matter most to your audience.","spans":[{"start":35,"end":120,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"It also tackles a universal frustration: interruptions. Around half of people cite interruptions as dealbreakers with brands online. Across generations, frustration with poor design is universal. So let’s double down on creativity that solves those problems.","spans":[{"start":62,"end":124,"type":"strong"},{"start":125,"end":131,"type":"strong"}],"direction":"ltr"},{"type":"heading2","text":"Friction = bad. Intentional friction = good. ","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Once you’ve mastered effortlessness, you can start thinking about something more nuanced: intentional friction.","spans":[{"start":90,"end":111,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"It’s not a topic Shifting States touches on, but it’s only a matter of time before it becomes one. Ask yourself: where in your customer journey is it right to make people pause? Where does a pause benefit them? Prompts like “Are you comfortable sharing this information?” ,“Do you want to save your credit card details?”, or “Auto-play on or off?” are good examples.","spans":[{"start":17,"end":32,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"An extra click or a short pause isn’t always bad. It’s only bad when it’s pointless – only when it doesn’t benefit the user. I talk about this idea on Adrian Swinscoe’s Punk CX podcast – Think You Know Gen Z? Think Again – so jump into that if it resonates.","spans":[{"start":169,"end":176,"type":"em"},{"start":187,"end":220,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.great-state.co.uk/dx2026-creative-long-read/clkn/https/www.adrianswinscoe.com/2025/09/think-you-know-gen-z-think-again-interview-with-matt-powell-of-great-state/","target":"_new"}}],"direction":"ltr"},{"type":"paragraph","text":"By weaving in moments of friction where they matter, we can make life easier – and safer – for users overall. It’s about giving people more time and more trust in your customer journey.","spans":[{"start":145,"end":148,"type":"em"}],"direction":"ltr"},{"type":"paragraph","text":"So, to the design trend writers of 2026, a plea:\nGo simple. Go minimal. Go effortless.","spans":[{"start":0,"end":48,"type":"strong"}],"direction":"ltr"},{"type":"paragraph","text":"Because the demand for effortlessness isn’t just a trend – it’s the new standard.","spans":[],"direction":"ltr"},{"type":"heading3","text":"Want to deep dive on digital design?","spans":[],"direction":"ltr"},{"type":"paragraph","text":"Matt's ready to go. We'll help you arrange a call.","spans":[{"start":35,"end":50,"type":"hyperlink","data":{"link_type":"Web","url":"https://outlook.office.com/bookwithme/user/7887eb013e16444eb54cf7090bb3392e%40greatstate.co?anonymous&ismsaljsauthenabled","target":"_blank"}}],"direction":"ltr"},{"type":"paragraph","text":"","spans":[],"direction":"ltr"}]}}],"_meta":{"uid":"does-2026-mark-the-end-of-digital-design-trends"}}}},"pageContext":{"isCreatedByStatefulCreatePages":false,"rootQuery":"\n  query PrismicBlogArticleByDocumentID($uid: String!) {\n    prismic {\n      blog_article(uid: $uid, lang: \"en-gb\") {\n        ...prismicBlogArticleFields\n      }\n    }\n  }\n","id":"aWEVORIAAC4AxQVp","lang":"en-gb","uid":"does-2026-mark-the-end-of-digital-design-trends","alternateLanguages":[]}}