Anti-design is a contemporary design philosophy that challenges conventional design norms by embracing chaos, asymmetry, and noise. Originating from European architectural movements in the 1960s and 1970s, like Archigram and Archizoom, it critiques the focus on uniformity in mainstream branding. Currently, brands are adopting anti-design to create unique and authentic visual identities, often using intentionally 'messy' aesthetics. This trend seeks to provide a refreshing counter to highly polished digital design, promoting individual expression and user experiences that subvert traditional expectations.
The idea of anti-design is to "defy expectations and create a unique, sometimes jarring user experience that exudes insouciance with a dash of ironic humour."
Anti-design is a philosophy and aesthetic that rejects supposed design rules and norms and instead embraces chaos, asymmetry and noise.
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