View profile

The era of maximalism

Coffee Marketing
The era of maximalism
By Jenn Chen • Issue #134 • View online
I have a source request call: I’m currently working on a piece that looks at the history of specialty coffee menu designs through the years. If you’ve been around in the industry for a while (~10+ years) and have some memorable moments/cafes you can point to as a trendsetter, I’d love to hear from you. Especially if you have photos!

Featuring my own work & press
Featuring my own work & press
The era of maximalism
If you know me–or have seen the inside of my apartment via IG–you know that I love, LOVE, color. Give me all the saturated, bright colors. Fill them with patterns and layer them. 
I never got into the Scandinavian trend of minimalism that seemed to run for a decade in cafe design. All-white (pun intended) spaces make me uncomfortable; the bright white walls remind me of the disinfected walls of a hospital. I don’t have any negative associations with hospitals, but I also don’t want to drink my coffee in one.
Not that I invest in design trends, but I do observe the design world. This is why I was excited to read this piece on how more is more and that minimalism is ending. Beyond interior design, I’ve seen the embrace of maximalism reach into colorful graphic design (some might say those IG templates are going too far these days), fashion trends, and social media. Fashion-wise, I’m glad I have more choices than the Everlane-esque long, loose lines in neutral or earth-tone colors. 
Social media-wise, maximalism shows up as more colorful photography, brighter design choices, and loud, exuberant voices (written or otherwise). Your brand voice wasn’t that important in the early days of social media. The fact that you were online at all made you stand out. But now? It’s a competition of who has the most unique voice (and I do not mean co-opting AAVE vocabulary). 
The accounts I’ve seen succeed the most are the ones run either by corporate social teams with tons of money (i.e., Wendy’s) or very small businesses usually run by the owner (I’ve been enjoying Cafe Cà Phê’s posts) — and the owner has a personality that shows up loudly in the best of ways on social media.
So in this new era of maximalism, I think it’s time to let go of those restraints (within reason and not in an offensive way) on voice and color and design. I want to feel the sarcasm, welcome back the neon, and see all the colorful walls in cafes.
If you’ve been hesitant, take this as a sign to try that trend you’ve been thinking about.
The Nostalgia And Beauty Of Vintage Camper Van Cafes
Quick text updates & links on what's new on the networks
Quick text updates & links on what's new on the networks
Instagram added a new audio search for Reels. It’s testingnew ads on the Shop tab.
Twitter was redesigned with a new font called Chirp. It paused its verification process again.
In other network news, TikTok announced a new partnership with Canva and Vimeo.
Helpful links on how to improve your digital marketing
Helpful links on how to improve your digital marketing
How to Manage a Social Media Crisis: A Step-by-step Guide
Email Design Best Practices to Ensure a Flawless Customer Experience
Try These Storytelling Structures To Build, Strengthen, or Repair Your Brand
Anything I've enjoyed reading recently
Anything I've enjoyed reading recently
Inside the Secretive, Semi-Illicit, High Stakes World of WhatsApp Mango Importing
A New Dawn for Grandma Cooking
Afghans are racing to erase their online lives
An update from my container garden!
An update from my container garden!
This was my first stromanthe triostar purchase (now a few years old). As long as it's happy, I'm happy and I also refuse to move it for fear of it throwing a fit.
This was my first stromanthe triostar purchase (now a few years old). As long as it's happy, I'm happy and I also refuse to move it for fear of it throwing a fit.
What'd you think?
Feedback, questions, or fist bumps 👊 – send them my way by hitting the reply button. Also happy with the 👍 at the end. Or find me on the social networks @thejennchen.
This newsletter is free to subscribe to & takes several hours to put together each issue. If you’ve enjoyed or benefited from my work and would like to support me: donate to your local bail fund, forward to someone who would enjoy the newsletter, buy me a coffee, or Venmo/Cashapp/PayPal me @thejennchen.
Did you enjoy this issue?
Jenn Chen

💭 Thoughts on digital marketing as they intersect at specialty coffee, social media, writing, photography & social issues.

📬 2x a month on Wednesdays

🔗 @thejennchen | https://jennchen.com

In order to unsubscribe, click here.
If you were forwarded this newsletter and you like it, you can subscribe here.
Powered by Revue