Stop chasing design trends. Start building design systems that last.

By Alan Reuter, Associate Design Director, MCD, a part of M+C Saatchi Consulting

Design trends come and go. Pop art. Geometrism. Minimalism. Skeuomorphism. Flat design. Neobrutalism. And now, thanks to iOS 26, there is liquid glass. Every time a new aesthetic surfaces, brands rush to follow—repainting their digital interfaces to match the moment.

But here’s the truth: following design trends without a deeper brand-led strategy is a short-term fix that leads to long-term brand erosion.

Brand and design leaders, take note.

If your visual identity changes with every wave of design shifts, you're not building brand equity—you’re draining it. Chasing trends means redesigns that cost money, drain resources, and confuse users. Visual consistency disappears. Loyalty erodes. And nothing truly improves.

Design is more than the visuals. It’s the connective tissue between your product and your consumer. It should communicate who you are, how you help, and why consumers should care. That takes more than a surface refresh—it requires a system.

So, what are the key ingredients for a design system that lasts?

• Lead with clarity. Anchor your design system in brand strategy, not fleeting aesthetics.

• Build reusable systems. Design should scale, adapt, and empower every team to move faster and more cohesively.

• Prioritise function over fashion. Good design isn’t what looks best—it’s what works best for the people you serve.

• Think beyond the screen. Design should connect across touchpoints and build trust over time.

Design with staying power doesn’t expire with the next OS update. It reinforces brand meaning, streamlines future product development, and delivers on the promises you make to your consumers.

If your brand needs a design system that builds loyalty, it’s time to stop designing for trends—and start designing for moments that will drive meaningful and lasting connections.