PPB February 2020

complete with uneven edges and scribbled text, will add even more texture to graphics. 5 Quirky hand-lettering. Oversized type, a current trend that will continue, features typography that is more realistic, peculiar, flamboyant and packed with personality. 6 Dystopian-inspired. Think George Orwell’s 1984 , with cold colors, like slate, Aegean, peacock and spruce, with mechanical-like lettering and glitch art to add the impression of digital error or distortion. 7 Extreme pastiche. Pastiche celebrates works of art by mirroring the styles of one or more artists. Expect to see styles, like medieval and art deco, paired with modern elements for a collaborative finish. 8 Animation. The use of ongoing, captivating animation segments with clean transitions remains a constant. 9 Bevels and chisels. Carvings or shapes with color gradients made to look 3D and almost realistic enough to touch. 10 Real-time data visualization. Designs will experiment with new ways to present live data and feeds, including the use of neon colors, obscure shapes and lively stimulations. SELLING POINT U.S. Navy Redirects Marketing Dollars To Esports, YouTube Hopping on the bandwagon of the rising popularity of esports, the U.S. Navy restructures its marketing strategy. The U.S. Navy is making a major shift in its advertising strategy this year, with 97 percent of its annual budget being assigned to digital, with an emphasis on esports and YouTube. The reason for this major change is to divert advertising dollars away from TV and toward media that are more popular with its target demographic of consumers ages 17-28. The remaining three percent of budget are expected to be used for billboards and radio ads. This change is the result of less-than-satisfying ROI from TV ads played during last year’s Super Bowl. But the decision did not come as a surprise. Since 2018, the U.S. Navy has been spending less on TV ads, noticing that, so far, there have been no effects on recruitment, signifying it was time to rethink its strategy. In addition to esports recruitment ads, the U.S. Navy plans to sponsor esports events and create its 58 | FEBRUARY 2020 | THINK