Spring 2020 - 28

Baby
" Today's parents are looking for a more simplified life than even just a
few years ago, " emphasized Ellen Gillespie, owner, Little Lamb Design.
" Their buying habits include products that will serve multiple purposes in
order to keep their homes less cluttered. With an eye on this trend, the baby
stationery I have designed lately has included lots of white space, simple
type styles and muted colors. "
What's Hot: With a more fluid approach to gender, the idea of pink for
girls and blue for boys is history. Colors on the whole are more muted
and dusty. Meanwhile, Rachel Quinn, graphic designer, PrintsWell,
described a continuation of animal themes, with everything from safari
lions to elephants, woodland rabbits to deer playing starring roles in
announcements, baby shower invitations and thank-yous.
Also look for: the idea of a narrative, be it through stationery or gift.
" We are seeing an increase in sculpted plush, " said Peter Friedmann, vice
president of product and marketing for Demdaco. " Sculpted plush is more
artisan and less cuddly. Many items have a nostalgic look and work with
mid-century modern aesthetics. Colors are dusty, but rich in tone. The
product does best when it has a story. A story can be a traditional storybook
direction or story about how the makers manufactured the product. If you
don't have a story, your product doesn't break through the clutter. "
Tried & True: Perhaps because this market deals with young individuals,
the individual touch is incredibly important here, continued Friedmann.
" Consumers want to see the hand-of-artist or maker. There is an authenticity
to that and it's a perennial direction. If you have clean or contemporary
aesthetics, you still need to showcase how it's designed or made. Everything
needs to be authentic. "
Perhaps more than any other, this is an icon-driven market, so imagery
like baby carriages, soft florals and nursery toys are always compelling
when presented in contemporary treatments.
Designer Quote: " As I create items for the baby market, I am inspired
by those early days of parenting. The anxious anticipation of baby's arrival,
then those sleepless but head-over-heels-in-love long nights. When I think
of what new parents are looking for in their stationery, (I) close my eyes and
remember those exciting feelings and what led me to begin this business
in the first place: a gap in the market that I sought to fill with my own
aesthetic. " - Ellen Gillespie, Little Lamb Design
Mud Pie. Circle 160.
Joylark. Circle 159.
Girl w/Knife. Circle 161.
Bella Bliss Clothing. Circle 162.
28 Spring 2020 | STATIONERY TRENDS
Hartland Brooklyn. Circle 163.
Spring 2020

Table of Contents for the Digital Edition of Spring 2020
