Never follow trends. Any design should start with a blank canvas, any copy should begin with a blank Google Doc with a blinking cursor in it. Solutions are born in the head, not on the screen.

It’s no use aligning your work with trends or reading another top-10-design-trends-of-the-coming-year article. No one who walked a well-trodden path has ever invented or explored something new.

The only way to create something unique is to think out of the box, to develop your own thinking that will lead to ideas completely different from those that trends dictate.

Trends are a mental trap. They limit designers to a range of customary, safe solutions that don’t excite people. How else to explain hundreds of thousands of identical landing pages, dull logos, and Corporate Memphis illustrations. All this is the result of following trends.

I publicly declare that trends are bullshit, and I allow you to score on them. If you look for a novelty, swim against the tide.

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