Creative Insights Spring/Summer 2021 - Adobe
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Creative Insights Spring/Summer 2021 227581545
Design Resources
Table of Contents
Trend Insights
04 Dreaming of Spring
06 Family Circle
08 Back in Action
10 Living Alfresco
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Curated Collections Design Resources
12 Spring 17 Seasonal Colour Palettes
13 Spring/Summer
15 Summer
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Introduction
Spring/Summer Revival
With limited social interactions, stay-at-home orders and
colder weather keeping people indoors, the world at the end
of 2020 was seemingly at a standstill. As we approach 2021
with seasonal change in the air, a collective curiosity and
renewed energy are inspiring consumers and communities
to hit refresh physically, creatively and emotionally.
Whether these changes are big or small, this drive to alter
course during the spring and summer will inspire consumers
to reimagine the world we live in through our collective
creation. On a micro-scale, consumers will look towards their
daily rituals and schedules – reclaiming their habits and
activities, and transforming them into something they can
actually control. On a larger scale, they are reconstructing
their networks and communities to forge ahead with
a stronger sense of accessibility and representation.
The renaissance that is spring/summer 2021 will inspire
people to move creative trends towards the space of renewal,
positive transformation and progress – building a better
reality by coming together as a community.
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Trend Insights
Dreaming of Spring
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Consumers are looking towards escapism in an attempt to find balance.
Economic hardship, COVID-19 restrictions, eco-anxiety and political Visual Thought Starters
strife have pushed audiences to promote their mental health, using Slow Living
their abilities to create or fantasise a different reality as a coping tool.
Cottagecore
Come springtime, the romanticised lifestyle of cottage core will be Celebrate Your Pod
at its height with people able to venture outdoors. The idea of the
Creative Outdoors
“outdoorsy” person has changed too, with new products, experiences
and services catering to this deepened desire to be outside. Camping,
hiking, motorhoming, cycling and fishing are breaking records in sales,
proving that this trend isn’t slowing down anytime soon.
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Trend Insights: Dreaming of Spring
A
According to Tumblr, from early
March to early April 2020, the
cottagecore hashtag jumped
153%, while likes on cottagecore
posts were up 541%.
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B
Pinterest saw an 80% increase in cottagecore
searches and TikTok garnered 4.8 billion views
on the cottagecore hashtag.
C
According to Airbnb, shepherd’s huts have nearly
doubled in inclusions in July compared to last year,
with others showing similar growth: barns (up 60%),
cabins (up 40%) and cottages (up 30%).
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“Like harvest time and daffodils,
country living trends come round
every year. But cottagecore, the latest
spin on rustic reverie, is a global
phenomenon, uniting young and old,
fashion icons and smallholders, social
media influencers and those who just
want to wander off-grid in a forest.”
Isabel Slone, The New York Times
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Trend Insights
Family Circle
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Adults and college-aged kids are returning to their childhood homes to hold out until COVID-19 quarantines are
lifted. By July 2020, 52% of young adults resided with one, or both, of their parents, up from 47% in February
that same year.D For these Millenial and older Gen Z audiences, this means that their family relationships and
surroundings may revert back to earlier times. For parents of those returning, mostly Baby Boomers, their
roles as heads of the household will extend past the typical timeline, and they will try to find ways to balance
responsibilities as parents along with the desired freedom to be empty nesters.
Non-traditional family units are also taking shape, especially for younger consumers who are choosing to
redefine relationships on their own terms. As its name suggests, “non-traditional” takes on a variety of forms:
multi‑generational, blended, adopted and unmarried. The added element of choice means that some see family
as relationships they create rather than ones they are born into. The rise of pod living gives them a chance to
grow their own sense of community and dream up their ideal living situation.
Visual Thought Starters
Reframing Relationships
Rise of Chosen Families
Intergenerational Bonds
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Trend Insights: Family Circle
“Multigenerational living is
here to stay, whether the
bump up it gets during the
pandemic is temporary or not.”
D’Vera Cohn, Senior Writer and Editor
at Pew Research Center
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A record 64 million Americans live in multigenerational households
according to a 2018 Pew Research survey highlighting a shift in
families living together rather than separately as they age.
F
Dutch architecture firm BETA designed a Three-Generation House
for growing families and parents who want to move in and be
closer. Essentially a mini apartment building, it can be adapted
over time to suit the needs of the family.
G
According to the Airbnb 2021
travel trends, 85% of survey
participants favour relocating
permanently or temporarily
to live close to family.
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H
Xiaomi’s e-commerce platform Xiaomi Youpin launched a new Caring
for Parents (关爱⽗父⺟母) section which stocks smart blood pressure
monitors and Moxa Self Care Kits.
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Trend Insights
Back in Action
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2020’s closures of gyms, group classes and competitive sports put typical physical activities on pause. Now, as
spring turns the corner, many of us will be looking to get back in action, turning our attention towards creative,
socially distanced activities.
The past year saw a rise in solo fitness activities like walking, cycling and running. As the excitement for these
solo ventures wane, audiences are looking towards the joy and collective spirit of sports and group exercise.
Along with court sports, nostalgic backyard activities are on the rise and satiate the socially-distant creative
methods consumers are clamouring for. Torch tag, kick the can and garden twister amp up the traditional
experience, creating new ways to get outside and move.
Visual Thought Starters
Court Sports Revival
Garden Game
Roller Revival
Heritage Sports
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Trend Insights: Back in Action
Roll On
COVID-19 measures and social distancing have sparked
new ways to create community while still being safe.
Skateboards and roller skates have found a resurgence in the
empty streets of shutdown cities. These pedestrian-friendly
activities will continue to find popularity with consumers as
cities reopen and the weather gets warmer.
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“It can be many things to many
people, however to most, it will
involve taking a long walk out in
nature; enjoying a meal outdoors
in the fresh air; or an open-air
run, swim or cycle – either alone
or with friends or loved ones.”
Niels Eék, Psychologist and Co-Founder
of wellbeing app Remente
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I
Rollerskating routines have become
status-worthy with #rollerskating
garnering 3.7 billion views on Tiktok.
J
According to Skateboard England,
in a report released by Sandy Town
Council, female skateboarding grew
24% over the past year and people
searching for their closest skatepark
increased yearly by 104%.
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Trend Insights
Living Alfresco
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Summer 2021 will be big for audiences who are looking to use celebration as a way to find a sense of normalcy.
An increase in outdoor dining and entertainment in safe environments will take consumers to their garden for
birthdays, barbeques and dinner parties. On-the-road lifestyles will also embrace the grill, bringing it to van life,
road trips and camping.
Consumers will also explore new cuisines, celebrations and culinary experiments on their backyard grills. This may
include more vegetarian options with kabobs, courgette boats and cauliflower steaks. Others may participate
in growing celebrations like Juneteenth with charcoal grilled meats and red food as a symbol of strength. The
rise of more flexitarian options, better meats and other alternatives to grilled items will cater to the comforts
of consumers looking to explore taste and visual pairings to wow their palettes.
Visual Thought Starters
Rise of Outdoor Dining
Grill Masters
Grilling Alternatives
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271868842Trend Insights: Living Alfresco
Soak Up the Sun
Since most public pools closed in 2020, the demand for a refreshing
summertime splash led to consumers getting creative by pivoting
from community centres to classic, homegrown methods of playing in
the water. Water games may also be integrated into summer learning
initiatives where water balloons, squirt guns and buckets double as
educational tools.
Destination Dressing
When summer hits, consumers will begin to explore new activities and
destinations. Their style will also go along for the ride, changing with the
environment or activity along the way. Stay-at-home orders have shifted
a lot of consumers’ mindsets to treasure simple outings like heading
to the farmer’s market, local hiking trails or the beach – savouring the
unique experiences of each.
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“This is the power of gathering:
it inspires us, delightfully, to
be more hopeful, more joyful,
more thoughtful: in a word,
more alive.”
Alice Waters, Chef and Author
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The “Airbnb for pools”, Swimply has expanded in the US
and Australia, following a 4,000% growth spurt during
COVID-19 quarantines.
L
The National Open Water Coaching Association (NOWCA)
reported a 323% rise in swimmers in October, after a
60% rise in swimmers over the summer, and explored
keeping more swimming lakes open all year.
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380455542Curated Collections
Spring
Click collection hyperlinks below to explore galleries.
Spring Awakening
Mixed Asset Gallery →
Video and Core Asset Gallery →
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Dreaming of Spring
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Mixed Asset Gallery →
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185188080Curated Collections
Spring/Summer
Click collection hyperlinks below to explore galleries.
Fresh Growth
Mixed Asset Gallery →
Video and Core Asset Gallery →
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Back in Action
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Mixed Asset Gallery →
Video and Core Asset Gallery →
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13Curated Collections: Spring/Summer
Family Unit
Mixed Asset Gallery →
Video and Core Asset Gallery →
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Dusk ‘Til Dawn
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Mixed Asset Gallery →
Video and Core Asset Gallery →
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209289087Curated Collections
Summer
Click on a palette below to access hex codes for download.
On The Grill
Mixed Asset Gallery →
Video and Core Asset Gallery →
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Never Not Rolling
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Mixed Asset Gallery →
Video and Core Asset Gallery →
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59118934Curated Collections: Summer
Sun Soaked Style
Mixed Asset Gallery →
Video and Core Asset Gallery →
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Get Wet
Mixed Asset Gallery →
Video and Core Asset Gallery →
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Pride
Mixed Asset Gallery →
Video and Core Asset Gallery →
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102573708Design Resources
Colour Palettes
Click on a palette below to access hex codes for download.
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Spring/Summer Colour Palette
At Your Leisure #A0D9D9
Laid-back tones reflect the
seasons’ pleasurable past times. #5DA69E
#CBD4D6
#D94A3D
#F2385A #F27D72
#F28095
#007183
#FDD38F
Spring Colour Palette
#F23D3D
Soft Start
Ease back into warming
temps with these gentle hues.
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Summer Colour Palette
#52A5D9
Juicy Fruits
Deeply delicious colours
#F9C838 convey peak ripeness.
#F29F05
#3381C4
#EB592F #BF2441
#94B258
#F2B90F
#F2921D
Summer Colour Palette
#F23E2E
Poolside
Sunny tones for splashing
your way through Summer.
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17Design Resources
Citations
A Jennings, Rebecca. Once upon a time, there was cottagecore. Vox. G How Airbnb and Travelers are Redefining Travel in 2021. Airbnb.
3/8/20. 15/10/20.
B Data source: TikTok tag (https://www.tiktok.com/tag/cottagecore). H Xiaomi Youpin. www.xiaomiyoupin.com.
C Trending for Fall: Nearby, Unique Stays and Rising Interest in Cities. I Mechling, Lauren. Why Viral Roller-Skating Routines Are the
Airbnb. 1/9/20. Feel-Good Workout We Need Right Now. Vogue. 20/10/20.
D Cohn, et al. A majority of young adults in the U.S. live with their J Gill, James. Design and Development Guidance for Skateboarding,
parents for the first time since the Great Depression. Pew Research Hollingsworth, Tim, initial publication, 001, Skateboard GB. PDF file.
Center. 4/9/20. K Palmer-Derrien, Stephanie. ‘Airbnb for pools’ startup Swimply is
E Cohn, D’Vera, and Jeffery S. Passel. A record 64 million Americans expanding in Australia, following a COVID-19 4000% growth spurt.
live in multigenerational households. Pew Research Center. 5/4/18. Smart Company. 11/11/20.
F Griffiths, Alyn. Yellow stairs connect living spaces in Three- L Neoprene and afterdrop: how to keep swimming outside this
Generation House by BETA. Dezeen. 22/4/19. winter. Icewim. 29/10/20.
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