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This year, we’re saying goodbye to surface-level aesthetics and hello to meaningful, emotionally resonant experiences with design.
Every designer's goal in 2026: to create longevity-coded brand/audience relationships that feel authentic and grounded -simple, right?
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With it being easier and quicker to create more content than ever, our attention is being pulled in every whichway 24/7 - and so is your audience’s.
That means for designers, they need to be ahead of the competition - creatively and technically - to even get a look-in when we’re doomscrolling.
That’s why we’ve reached out to our House of Experts for their thoughts on what design trends they think are worth paying attention to, and what this means for merch in 2026.
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Key takeaways
- Purpose beats volume: Thoughtful, human-centred design cuts through content overload.
- Merch is a storyteller: Products now carry emotion, meaning, and measurable impact, and not just logos.
- Digital layers extend product life: NFC, QR and connected tech turn physical items into ongoing experiences.
- AI adds warmth, not coldness: Used well, it deepens storytelling rather than replacing humanity.
- Simplicity soothes: Calm, adaptable branding brings clarity in a noisy world.
4 design trends you need to know about in 2026
1. Designing with purpose
It’s so easy to create digital content now, right? I bet even your nan is making memes.
But, because of this, there has been a flood of content online, making consumers, and your clients, more selective about what they engage with.
Designing with purpose prioritises quality over quantity, and not just creating for the sake of it. It’s about favouring thoughtful, human-centred design that creates emotional resonance and long-term value for your brand.
It’s about making things that matter, and making them last.
What the experts say
“For many, 2025 was the start of an AI boom - generated content everywhere, extra fingers and all! Where so much of this content now exists, and will continue to do so, brands should focus on creating human-to-human connections in a digital world - designing with purpose. AI should provide creative support, not creative direction.”
Marc Barbery, Creative Director
For merch, this means…
…meaningful product selection, sustainably sourced, that’s long-lasting. Avoid the obvious or the easiest route, look to disrupt and create experiences - providing a Return on Emotion.
What’s Return on Emotion?
Return on Emotion is all about turning every activation into an unforgettable, brand-defining moment fueled by powerful, emotional connections.
With 95% of purchase decisions driven by emotion, we harness this insight to create merchandise that builds meaningful connections that inspire loyalty and engagement.
You can read more about Return on Emotion over at Brand Revolution.
Read more: 5 Japanese merchandise trends transforming promotional branding
2. Adding a digital layer
Physical products are no longer the last-minute afterthought of campaigns - all thanks to digital layers.
Digital layers allow brands to extend storytelling beyond the object itself - sharing content, experiences, community or data long after the first “hello”.
This means physical products can now be transformed into interactive, connected experiences.
What the experts say
Laura Ralph, Associate Creative Director
“Brands want engagement, not just distribution. Digital layers turn physical products into measurable touchpoints. NFC and QR are now familiar and sometimes expected. When merch connects to content or experience, it drives ROI and extends a campaign's life.”
For merch, this means…
…embedding NFC or QR into products or packaging. Link items to content, access, or data capture, then track interaction and prove impact. Think NFC cards, smart keyrings, QR swing tags and Interactive packaging.
Read more: 26 merchandise trend predictions for 2026
3. Layered storytelling with AI
AI advancement means richer and better brand storytelling, moving past just how something looks and what it does, to what it represents.
This, along with nostalgia, retro futurism and expressive colour, has brands seeking warmth and personality in an increasingly automated world.
What the experts say
Adam Hicks, Senior Designer
“AI is improving so fast and so drastically that AI-created brand narratives - ones that include a full range of genuine human emotions- aren’t so far-fetched as we might have initially thought. And this, in turn, will adapt into design storytelling through logos and products, tying emotions to colour pallets, and adding nostalgic elements where it sees fit.”
For merch, this means…
…products that are designed to feel emotionally grounded, personal, and culturally aware. Products tied specifically to moments in a brand’s history or identity to truly bring their story to life.
Read more: How Coca-Cola built a legacy brand with branded merchandise
4. Simplicity
The world has become too chaotic.
Too loud, too invasive, too much.
That’s why brands are opting for simplicity. By offering a stripped-back identity, they offer consumers clarity, flexibility, and instant recognition.
It’s calm, it’s collected, it’s cool.
What the experts say
David Ware, Graphic Designer
“Recently, there has been a wave of large and well-known companies opting for a simpler band. VW, Jaguar, Mastercard, Warner Brothers, just to name a few. I think this will impact the larger world of branding, with more companies following suit.”
For merch, this means…
…logos and branding that adapt easily across physical, digital and experiential spaces without losing impact.
Read more: 2026 Promotional merch trends inspired by Pantone’s Colour of the Year
Frequently asked questions about 2026 design trends
Why is “designing with purpose” so important now?
Designing with purpose is so important now because abundance has changed behaviour. When everything is available, only what feels meaningful earns attention - and loyalty.
What does Return on Emotion actually mean for brands?
Return on Emotion is all about designing moments people feel, not just see. Emotional connection drives memory, advocacy, and purchasing decisions long after the interaction ends.
Are digital layers expected rather than optional now?
Increasingly, yes. NFC and QR are familiar tools, and audiences now expect products to unlock something more - content, access, or experience.
Will AI make branding feel less human?
Not if it’s used correctly. The trend points toward AI supporting richer, warmer storytelling - adding emotional depth rather than flattening it.
Why is simplicity trending across branding and merch?
Because clarity is calming. In a chaotic landscape, a simple, flexible design helps brands feel confident, trustworthy, and timeless.
Design with confidence in 2026
As we head into 2026, design is generating a soul.
One that can be amplified, simplified, or expanded depending on the brand goals.
With purpose replacing noise, and emotion outweighing novelty, merch becomes physical portals into a brand’s narrative, inserting the consumer where they matter most: at the heart of it all.
The future of design is about making it matter way beyond just a splash of colour.
And our House of Experts are leading the way.
Want more content like this? Sign up for our newsletter, and you’ll receive all the latest trends and insights about marketing, merch and more straight to your inbox. It’s marketing inspiration as you’ve never seen it before.
