By India Rankin, Junior Graphic Designer
There’s often an assumption that trend spotting comes more naturally to younger creatives because we’ve grown up with technology. While there may be some truth to that, being one of the younger members of the Genoa Black team has taught me that trend spotting isn’t really about age; it’s about curiosity.
In a creative industry built around constant communication, standing still isn’t an option. Trends shape how people consume content and, in turn, how they connect with brands and the world around them. Ignoring them can leave work feeling outdated but blindly following them can be just as damaging.
The challenge all businesses face now is understanding which trends signal genuine change and which are simply passing moments. As the world becomes increasingly influenced by AI, this feels more relevant than ever. AI technology can generate endless content ideas, but trends only become meaningful when people connect with them. Human behaviour shapes what feels relevant enough to engage with and share.
Although AI can help spread a trend, it cannot create the cultural insight or emotional connection that makes it resonate with people in the first place. For designers, this makes trend spotting even more important. The role isn’t simply to recognise what’s gaining attention but to understand why people respond to it and what that might mean for the future of designed communication.
The advantage of fresh perspectives
One of the benefits of being early in a creative career is having fewer assumptions about how things should be done. New voices often question existing processes, explore emerging tools, and approach challenges from a different angle.
That’s one of the reasons we value bringing interns and emerging talent into the Genoa Black studio. Fresh perspectives challenge established thinking, opening up conversations and opportunities that might otherwise be missed. This approach is where our entire studio team emerged, as we were all allowed to nurture our creativity.
I’ve learned quickly that innovation rarely comes from everyone thinking the same way.
Trend spotting isn’t just for marketers.
A trend is simply a change of direction, yet when people hear the word “trend”, they often think of viral moments on social media. In reality, some of the most important trends for creatives happen behind the scenes. They appear in technology, workflows, behaviours, and changing audience expectations long before they become visible outcomes.
At Genoa Black, our Monday studio discussions often involve sharing what we’ve seen and loved, or sometimes what we’ve absolutely hated. The goal isn’t to identify the next big thing or jump on every trend, but to understand why something works (or doesn’t) and what we can take from it for the brands we work with.
Many of the biggest shifts are happening in the tools we use and the way we work. Platforms such as Pitch and Adobe Express began as curiosities; through experimentation, they have become valuable additions to our workflow. They’ve helped us work more efficiently, from creating dynamic presentations to improving how we deliver work to our clients.
Why curiosity matters
At the risk of repeating myself (again), not every trend is worth following. Trend spotting isn’t about predicting the future but understanding what’s changing and whether it matters. Still, every trend offers an opportunity to learn something. The most successful creatives aren’t the people chasing every new platform or style. They’re the ones who stay curious enough to understand what is changing and whether it’s worth acting on.
That’s where the real value of trend spotting lies. Not in becoming a follower, but in becoming better informed and more open to challenging how we think and work.
Conclusion
Ultimately, trend spotting is about understanding where things are heading whilst staying open to new possibilities to help us continue moving forwards. This momentum is a key and defining factor of our team at Genoa Black.
One of the significant lessons I’ve learned in my first year in the industry is that you don’t need decades of experience to contribute something meaningful. Sometimes a fresh perspective, a new tool, a different question, or a simple observation can spark valuable conversations and positive change.
Whether you’re just starting your career or have been in the industry for years, curiosity remains one of the most valuable skills you can develop. You don’t have to buy into every trend, or even like them. But you do have to pay attention.
