![](https://i0.wp.com/www.aesdes.org/wp-content/uploads/2016/01/Screenshot-2016-01-19-21.02.49.png?resize=1024%2C325&ssl=1)
Google’s Material Design Guidelines (Google.com)
The “Flat” or “Material Design” aesthetic is gaining popularity across multiple different mediums- from digital design to print, to cars, and even fashion. Making a first appearance in 1950s and 1960s magazines and tabloids, the flat aesthetic has continued to gain popularity. After a modern culture boom in skeuomorphism (think fake wood-texture paneling in the 1970’s through the 3D theme of early iPhones), the Microsoft Zune was the first mainstream re-introduction of the minimalist, flat digital theme. Apple adopted the 2D aesthetic again in 2013, rekindling the flat revolution that continues to expand.
![](https://i0.wp.com/www.aesdes.org/wp-content/uploads/2016/01/Screenshot-2016-01-19-22.52.29.png?resize=784%2C926&ssl=1)
The International Typographic Style, while seemingly “modern” and “trendy”, actually began in Sweeden in the 1950s (above), and saw its American Culture boom in the 70s and 80s. (Pinterest.com)
![](https://i0.wp.com/www.aesdes.org/wp-content/uploads/2016/01/JavaScript_UI_widgets_library_for_building_desktop_and_mobile_web_apps.png?resize=1024%2C649&ssl=1)
Flat design on multiple digital platforms (Wikipedia.org)
While digital-medium flat aesthetics continue to grow, the gap has also been bridged to fashion and physical design. Seen below, a flat UI (user interface) browser is used to purchase flat-themed shoes. #FlatCeption
![](https://i0.wp.com/www.aesdes.org/wp-content/uploads/2016/01/14.-flat-design.jpg?resize=1024%2C751&ssl=1)
A digital Flat User Interface being used to purchase a Flat-themed pair of shoes (TopDesignMag.com)
![](https://i0.wp.com/www.aesdes.org/wp-content/uploads/2016/01/BMW-M3-Flatt-Black-8.jpg?resize=816%2C612&ssl=1)
BMW’s “Frozen” factory paint option, ditching the 3D highlighting gloss for a matte, almost 2D finish (Cars.com)
References:
https://www.smashingmagazine.com/2009/07/lessons-from-swiss-style-graphic-design/
http://thenextweb.com/dd/2014/03/19/history-flat-design-efficiency-minimalism-made-digital-world-flat/
http://www.awwwards.com/flat-design-an-in-depth-look.html
https://www.google.com/design/spec/material-design/introduction.html#introduction-principles
https://en.wikipedia.org/wiki/Flat_design
https://en.wikipedia.org/wiki/Flat_design
http://www.topdesignmag.com/?s=flat+design
https://en.wikipedia.org/wiki/International_Typographic_Style
1 Comment. Leave new
Dear Kevin,
For a post on “flat” design, this was a very dynamic introduction. This aesthetic is one that I recognize, but wouldn’t have identified myself. It seems that many modern websites (even the one I’m using now) seem to follow this aesthetic. I wonder how far it will go, before more ornate details become more popular again.