The Retro Revival
When it comes to modern design and marketing, trends come and go in the blink of an eye–but one continues to survive: all things retro! Brands around the world are channeling their marketing efforts and hopping in their DeLoreans to capitalize on everything retro. From the resurgence of vintage toys to vinyl records to iPods, audiences are reacting to retro products, media, and designs like never before.
The origins of this retro revival emanate from two groups: Older generations that have a fondness for their childhoods and younger generations that are discovering these things for the first time. For older audiences, retro nostalgia allows them to celebrate their youth while simultaneously providing an escape from the day-to-day. For younger audiences, retro feels new and conveys quality, as vintage products are often of better quality than those available today.
One example of retro revival is film and vintage digital cameras. In recent years the film aesthetic has become quite sought after in design. The analog format is visually interesting and communicates authenticity. Digital cameras from the late 90s and early 2000s are also making a comeback due to the low-fidelity aesthetic and the lack of distractions that come with taking pictures on a phone. Especially in the age of generative AI, using an analog format like film can help brands stand out from the pack and appear authentic and current.
Vintage media formats like vinyl records, cassettes, and game cartridges are surging in popularity in an era where almost any song or game is available to stream or download. Why would people favor these “obsolete” mediums over modern ones? In my experience, the key difference is the tangibility of the experience. A tangible product provides a consumer experience that is rapidly disappearing in the digital age. Packaging materials like the J-card, gatefolds, and game manuals help complete the narrative of the works they contain. Although making tangible products is costly, brands should try to incorporate a tangible element, augmented reality, or interactive media to give their audiences a more complete experience.
Finally, we have vintage advertising and print materials. Modern-day marketing materials, brands, and advertising can be pretty monotonous due to mobile device streamlining and a lack of creativity. But creativity doesn’t always have to come from an original idea. Vintage ads can inspire us to create materials that feel creative and fresh. Companies like Pizza Hut and Burger King have embraced their former brand identities to appeal to nostalgic audiences and as a commitment to the quality formerly associated with their brands. Old magazines, stamps, packaging, and concert posters also offer inspiration for typography, style, layouts, and color palettes.
The retro revival can help your brand stand out and capture your target audience’s attention through authenticity, tangibility, and nostalgia. So, for your next campaign, go retro and watch the results. Ironically one could say that “out with the old and in with the new” is outdated!
