It’s no secret that trends in the design world – from fashion and furniture to contemporary art – come around in cycles. 

And there’s a scientific reason for this: people like to reminisce about the past. 

Drawing on the power of sentimental longing, nostalgia has the ability to evoke strong emotions and forge deep connections with audiences. 

It’s a trusted formula that designers have been drawing on for decades. 

But when is it appropriate to use nostalgia in design? And how can you use these affectionate feelings for the past in your own work?

The science behind nostalgia

When we think about the past, we tend to look back with rose-tinted glasses, selectively recalling positive memories while glossing over the negative ones. 

These positive memories can be comforting and also provide a sense of identity.  

“Nostalgia privileges memory and perception over reality and favours a utopian and imagined past over the real one.” – Jessica Helfand, Design Observer

Scientifically, nostalgic feelings are triggered by sensory stimuli: a certain song, a particular smell or a conversation with a friend. The mind then wanders, finding comfort in the past. 

As with other positive emotions, this process triggers feel-good hormones like serotonin and dopamine. 

And it’s a completely normal response: according to a UK survey, at least 90% of people spend “at least some time fondly thinking about the way things used to be”. 

This natural yearning for the past makes nostalgia such a potent tool for design agencies.

How is nostalgia used in design?

Nostalgia not only evokes positive feelings, but also creates a sense of belonging through the shared recollection of a particular period. 

By referencing the past, designers can endow their work with positive connotations that people relate to on an emotional and collective level. 

Nostalgia works best when references to the past are rooted in the shared experience of the target audience. 

For example, the 90s retro aesthetic would be a good choice for a design agency looking to target millennials who grew up during that time.

“King Kong returns” campaign poster for Birmingham-based property developer Cordia UK

Nostalgia can also be used to highlight the unique qualities and value propositions of a product or brand. 

In today’s fast-moving digital world, many designers are now reverting back to past trends to create a sense of simplicity and minimalism. 

Handheld games devices like the Nintendo Switch and Playdate (which features black-and-white graphics and joystick controls) hark back to a time before virtual-reality headsets.

In the music industry, the continued release of CDs and vinyl can often feel like a form of protest against streaming services. 

However nostalgia is used, the positive feelings for the past it evokes strike real connections with audiences that can influence purchase decisions. 

Tips for using nostalgia in design

There’s much more to nostalgia than digging up designs from the past. Below, we share some top tips for design agencies looking to leverage the power of nostalgia.

1. Consider your product

Nostalgia won’t work for every brand. If you’re new to the market, you may not have the historical precedent to pull from. 

Similarly, if your brand values are centred on innovation and forward thinking, nostalgia will only detract from your messaging. 

2. Understand your audience

If you’re satisfied that a nostalgic approach aligns with your brand values and personality, it’s time to consider which trends you want to reference in your design. 

This decision will be based on the cultural associations of your target audience, so be sure to research the reference points that are likely to produce the strongest emotional response. 

3. Soak up the past

Whether you’re opting for an art-deco style or disco-funk aesthetic, it’s vital that you travel back in time and immerse yourself in the period you want to replicate. 

Sifting through some examples from the past will help you develop your understanding of the distinctive elements that characterise your chosen trend. 

4. Find the right colours and typography

The next step is to pick the colour palette and typography for your design. From groovy retro fonts to grunge styles, there are so many options when it comes to typography. 

Many design trends will also have distinctive colour palettes, such as the pink-purple neon of synthwave or the bright and contrasting colours of 60’s psychedelia. 

Incorporating the right elements into your design will help your audience make the connection – consciously or not – to your chosen period.

5. Work with professionals

Nostalgia is design is all about eliciting an emotional response from your audience. This is no easy feat, which is why it can pay to work with a professional design agency.

As a Birmingham design agency with vast experience delivering vintage designs, we’re perfectly placed to help you leverage the power of nostalgia in your brand creatives.