vistaprint reveals barbiecore’s pink impact on logo design

vistaprint’s design services trends in pink

From fashion and film, to architecture and graphic design, pink has taken over the world. Coined ‘Barbiecore’, the aesthetic trend represents mainstream acceptance and celebration of the color pink across a wide range of industries, products and brands. VistaPrint analyzed thousands of logos made through their design services, including 99designs by Vista, and discovered that a rising number of small and larger businesses, from retail and technology to the food market, are embracing the hot trend.

illustration of Pokrov branding

(banner) beer label design by Angelina M

all images courtesy of 99designs by Vista

As the design and marketing partner to millions of small businesses around the world, VistaPrint has a unique perspective on global trends and patterns in visual branding. From business cards and packaging, to logo and branding design, VistaPrint offers online templates, DIY design tools, and access to expert, professional design help at every stage of a business owner’s journey.

Dr Hops branding designed by Flamerro

SMALL BUSINESSES EMBRACING THE BARBIECORE PHENOMENON

Pink is not typically a preferred color for designers or business owners in their communications or branding strategy. However, VistaPrint has shown that between June 2022 and May 2023, the proportion of pink logos being designed has increased by 46%, suggesting that the Barbiecore phenomenon has even had an impact on small businesses branding. They analyzed data from 633,000 logos created through their full spectrum of design services, including a free DIY design tool Logomaker by VistaPrint and the community of professional freelance creators on 99designs by Vista.

illustration of Dr Hops branding

‘Evoking everything from childhood innocence and sweet nostalgia to passion and punk rebellion, when it comes to communicating meaning, pink is a bundle of contradictions. But as a result, it is also an incredibly versatile color,’ Patrick Llewellyn, VP of Digital and Design Services at VistaPrint, explains.

design by Birdmetry Studio

THE GO-PINK TREND WITHIN DIFFERENT INDUSTRIES

While only appearing in around 5% of logos designed in 2023, the use of pink has been widespread within various industries. In the food market, while pink is traditionally associated with sweetness and thus suitable for bakeries and candy stores, it is also associated with antioxidant-rich health benefits, even influencing the aesthetics of menu design. Meanwhile, in retail, pink is breaking out from its traditional place confined to women’s apparel brands, with smaller businesses using the color to stand out and distinguish themselves from larger competitors in unexpected ways. Along with acidic shades like lime greens, purples and turquoise, the energetic and vibrant side of pink is particularly appealing to a younger, gen Z demographic.

illustration of Ossobüko Studio branding

According to the data, the medical and health sector is also increasingly choosing pink for the soothing, comforting, and nurturing feelings it provides to its users. For instance, pink is a chosen color for breast cancer awareness. Additionally, the analysis from VistaPrint has also found out that even disruptor tech brands are embracing pink in their visual identity more and more.

‘From flamingo to cotton candy to saturated neon shades, the aesthetic phenomenon of Barbiecore has given brands and designers the confidence to take the leap into using more pink. While still relatively underutilized in the branding world, the resurgence of pink logos across industries and sectors is an indicator of its impact and effectiveness when used strategically,’ says Patrick Llewellyn.

supplement packaging design by Pice Wilf