Over the past decade, anti-design has slowly been creeping its way back into fashion. After a wave of minimalism arrived in response to the vibrant, chaotic nature of 90s/00s design, the creative world soon grew bored of its white space and Helvetica, prompting a counter-movement of imperfect design.
But why are brands continuing to embrace anti-design? To learn more, I caught up with Ollie Patterson, managing director at creative agency Mynt, to discuss the value of embracing imperfection, the importance of intention, and what will follow the anti-design trend.
What do you think caused this fatigue for perfect design?
A desire to feel real and authentic. Imperfections are the things we can relate to and fall in love with. When everything is too polished and perfect, it feels out of reach.
It’s the small flaws and unexpected design elements which demonstrate genuine human effort and give a design its authenticity and character. And it’s that authenticity that creates connection and builds trust. In an increasingly filtered and curated world, it’s genuine, honest design which stands out.
Do you think AI has a part to play?
In some ways, yes. AI can produce lots of clean, polished visuals. But when everyone has access to the same tools and the easier ‘perfection’ becomes to create, the less interesting it becomes. This is where authenticity comes in as the differentiator. The brands that stand out won’t be the ones using AI the most, but using it thoughtfully while keeping their personality and point of view, which resonates with their audience.
Why are brands embracing anti-design? How does it benefit them?
Because people connect with people, and people aren’t perfect. Anti-design feels more honest and less manufactured or prescriptive. Everything around us is instant or predicted, so some nice imperfect design now and then is a welcome break. Perhaps perfection catches the eye, but imperfection catches the heart.
What defines, crafted imperfection vs just plain poor design?
The intent behind it. Crafted imperfection still has a clear purpose and communicates brilliantly – it just doesn’t feel over-engineered. Poor design is accidental.
What brand has nailed imperfect design? Why does it work?
I really liked Polaroid’s campaign last year when they launched their ‘Flip’ camera, taking AI head-on by celebrating realness. The focus was on print photography as a lifestyle choice over endless scrolling and digital images saved in the cloud.
Everything from the OOH layouts and typography (and of course the Polaroid images used) really brought that celebration of authenticity and not being afraid to capture the imperfections of life. I particularly liked the billboard placements right next to Apple stores and Google offices, which made that contrast impossible to ignore.
What’s next in the trend cycle after imperfect design?
I don’t think we’ll suddenly swing back into a world of ultra-perfect design. I think we’ll see a balance. Brands will continue to embrace authenticity, but they’ll become more selective about where they introduce imperfections. The winners will be those who know when to be beautifully crafted and when to let their personality shine through.
