ave you noticed that gradients are making a comeback in the world of commerce? Perhaps, you didn’t know they were ever out of fashion. Or even more likely, you’re not 100% sure what a gradient is? Never fear.
Simply defined, a gradient is a slope (or fade) that displays a smooth transitions between two or more colors. Here are some examples of simple gradients.
In the early days of computer graphics, gradients were rampant… and bold. Any old desktop publisher with a copy of Photoshop could pop a rainbow fade into their design with the click of a button. The effect was so easily achieved that it lost it’s appeal as a sophisticated element of design. And sometime during the rise of minimalism, the gradient was cast to the background along with other aesthetic rejects like the Drop Shadow and Comic Sans. It also probably didn’t help that professionally printing a design with a gradient tends to increase production cost because it requires at least 4 layers of ink.
The gradient is indeed back. Truthfully, they never went away completely, but now you can find them featured prominently in many types of graphic design. Proof of their status: big brands (i.e. people with money to lose) are using them. A fresh example is the new Instagram logo suite.
As with many things, the old is now new again. There is one key difference though: the new gradients are almost always highly saturated and very colorful. Here are some examples that really struck me.
(source: https://mixpanel.com/jql/)
(source: https://www.fbf8.com)
Not to be left behind, I’ve dipped my toe in the water when the situation was appropriate. Take a look!
Go forth! Upgrade your marketing materials with large swathes of fading color! A word of warning though – like any fashionable trend, please consult a professional to make sure you’re “doing it right”. Luckily, I happen to know one.
Have a great week,
