Hey, Donโt read this post.
It may just change your mind.
So many designers are chasing the next trend. Everyone wants to know whatโs coming next.ย
What if itโs you thatโs coming next?ย
In this post, weโre diving deep into subversive design. Instead of being a trend-follower, subversive design encourages brands to become trendsetters, turning conventional thinking on its head. For years, these rebellious designs have sparked meaningful conversations around important topics, drawn the attention of new customers, and provoked significant emotional reactions. Subversive design can be a powerful tool for communication. How does it work? Letโs explore.ย
What is Subversive Design?
Did you notice our intro? You couldnโt miss it. It says โdonโtโ read the article. But Iโd bet you wanted to read the article more. It sparked your curiosity. Thatโs subversion: a highly recognizable marketing strategy that aims to shed normal expectations and provide something different. It can take multiple approaches and relies on:ย
- Atypical design styles,ย
- The use of unexpected imagery, messaging, or symbolism, or even –
- Evoking sentiments related to societal subversion in some way.ย
In other words, whether designers simply push the boundaries of expected conventions or use imagery or symbolism related to countercultural concepts, they can engage in subversive design. Sometimes, the simple use of evocative imagery can spark major conversations.ย
How to Use Subversive Design
To subvert expectations, the first step is very often to simply understand them. From there, designers can pull back and decide on a new approach to take. What might that look like? Letโs take a look at the conventions that subversive design might pull away from.ย
Subversion Through Compelling Imagery
Setting the stage for typical messaging only to display something unexpected or evocative can leave a lasting impression.ย
This might be a misleading silhouette, for example, or even an image of someone doing something unexpected. Banksy, a well-known street artist, is a famous example of someone who uses compelling imagery to send a strong message.ย
Subversion Through Design Conventions
Design conventions are important but also set the stage for broken expectations. This might be the choice to use atypical color combinations, novel typography, or even spatial layouts that donโt align with the norm.ย
One example is the use of unexpected color combinations. These can not only draw the attention of your audience but also become a hallmark of your brand.ย
Similarly, certain fonts and typography that are outside the norm can leave a distinct impression. For example, heavy serifs may give the impression of traditional writing, or atypical text layouts may create a sense of discord. Typography choices can make a strong impact.
Layout choices can also subvert expectations, taking viewers on an unexpected journey as they navigate your messaging. Whether youโre creating an interactive webpage with atypical navigation or a poster that has an unusual layout, these can become some of the most memorable messages simply due to their spatial layout.ย
Subversive Messaging
Finally, you can subvert expectations through your messaging itself. For example, you might look at typical best practices for advertising and decide to take a different approach. Whether this is taking a less professional tone in your content and leaning into casual conversational tactics, sending an unusual message about your products, or even a healthy dose of self-deprecation, these kinds of messages can be highly memorable and refreshing to weary audiences.ย
Additional Considerationsย
Subversive design relies on a few factors. Here are some important considerations to take.ย
Breaking the Rules Tastefully
Subverting design conventions isnโt just about throwing everything at the wall to see what sticks. Itโs also not about deliberately making aesthetically displeasing designs. To break the rules, itโs first critical to understand how they work and why they exist.ย
For example, if you plan to use atypical color combinations โ make sure they look good together first! Thereโs a reason why designers often rely on complementary colors, or inverse colors together; theyโre visually pleasing. If you plan to break these rules, ensure that you do so in a manner that is also visually pleasing.
Remaining Cognizant of Impact
If you plan to use novel and subversive design, it can be particularly critical to engage in social listening. Ensure that your departure from the convention is well received! While there may be initial hurdles to acceptance, that shouldnโt necessarily deter you โ however, it may be important to adjust and reevaluate consistently.ย
Examples of Brands that have Used Subversive Design
Big brands have used subversive designs to spark conversations and provoke meaningful reactions. Here are some examples:
- Patagonia: In 2011, Patagonia ran an ad in the New York Times urging readers to โDonโt Buy This Jacket.โ A surprising twist on the traditional advertisement sparked meaningful conversations about consumerism.ย
- Diesel: Diesel, known for their denim and clothes, in the 1990โs ran a series of ads showing provocative images that touched on social issues such as egalitarianism that drew significant attention and started a range of discussions.ย
- Dominoโs Pizza: In 2009, Dominos was facing poor public opinion, and subverted opinions by engaging in frank, transparent conversation about how they were working to improve. The Pizza Turnaround campaign was a refreshing dose of self-awareness and helped the brand show they were dedicated to their customers.ย
The Bottom Line
Subversive design is about finding what your audience expects and turning it on its head. While there are some important caveats โ and businesses need to ensure that atypical messaging is well-received โ it can be a powerful way to spark conversations and leave a lasting impact on your audience.ย
Whether you subvert expectations through the use of atypical design conventions, evocative imagery, or even evocative messaging, subversive design can be a powerful means for connecting with your audience on a deeper, more memorable level.ย
Ready to make your design more memorable? Donโt hesitate to get in touch. At Matcha Design, weโve been helping businesses just like yours send memorable messages and make an impact since 2004. To learn more or get started, reach out today.ย
