Perfect design is dead.
AI killed it.
Now brands are paying premium prices for work that looks « worse » – grainy videos, hand-drawn illustrations, intentional flaws.
Hermès commissioning hand-drawn animations instead of AI renders. Microsoft adding VHS grain to video content. Patagonia ditching polish for raw, no-frills reality.
This isn’t nostalgia. It’s strategy.
Here’s what’s happening:
→ AI flooded the market with perfect imagery
→ Perfect became generic and soulless
→ Consumers’ brains now register « flawless » as « artificial »
→ Imperfection became proof of human involvement
Design leaders are calling « human imperfection » the biggest trend of 2025-2026.
I’m convinced: The brands winning the next decade won’t have the most AI-generated content.
They’ll be the ones that make people feel something real. And real always has rough edges.
Read the full article on why this anti-AI aesthetic matters and where it’s heading: https://lnkd.in/gTjrUbSk
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