Cool hunting (also Coolhunting, Cool-hunting) refers to a market research methodology which seeks to predict future trends; the term refers especially to marketing aimed at teenagers and the fashion world. In other words, it is their job to make observations and predictions in changes of new or existing cultural trends. The word derives from the aesthetic of “cool”. Coolhunting is often referred to as “Trend Spotting.” Many webloggers now serve as online coolhunters, in a variety of cultural and technological areas.

As a part of my research I have decided to use cool hunting to find the trends with reference to typography. The artworks below seems to be an appropriate example of  recent ‘trendy’ approach to the use of typography.

Indeed, there are some perspectives that I would like to apply to these artworks.Firstly, whilst looking at these images I have immediately recognised their ‘digital‘ look. In a sense they remind of some PhotoShop effects similar to glitch. If to take into account the fact that these days we are all surrounded by digital technologies that have become our essentials I can see the link between these typographic pieces and the concept of the medium is the message. To be more specific, what I mean is in this case the medium reflects on what is popular and trendy (literally, the images are not only humans’ representations made through the use of typography , they underline the omnipresence of digital and emphasise our reliance and admirations regarding it). Next, the artworks are the most appropriate to show how due to the hunt for trendiness people seem to ignore otherness. It is like we all surrounded by the same things when it is a trend. As a result, it can lead to dull repetition what appears to be an issue in its essence. Additionally, the concept of cool hunting have made me question what kind of trends are happening  with regards to typography’s use, which fonts are popular and who is standing behind it.

Reference:

Cova, B., Kozinets, R. and Shankar, A. (2007). Consumer tribes. 1st ed. Oxford: Butterworth-Heinemann.

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