In keeping with 2018’s trend towards creativity and originality, hand-drawn images will be popular too. They provide a softer and more personal touch to a brand’s marketing. In a world dominated by digital, there is something very special about something that has been hand drawn on paper. There are times where imperfection and unique is good – a total return to the artisan approach. This is inspired by a global trend towards handmade and original, as opposed to mass produced. We are already seeing global brands using beautiful, tactical printed communications, often employing hand lettering and one off artworks.