Contrary to a number of trends we have covered, extreme minimalism will also be popular, especially online. UI and UX will employ this approach by cutting menus, sub headings and explanatory text, and letting key elements speak for themselves. In the digital space this reflects an evolution of consumers’ confidence online. Gone is the need for clumsy text elements like ‘click here for more’ or ‘fill in the form below’. We are also hoping for a renaissance of the halcyon days of printed advertising – the 60s and 70s – where clever creative sold products and services, rather than the long-winded ‘features and benefits’ style we’ve seen recently, as marketing budgets have been spread more thinly.