The Y2K Obsession
Exploring the emotions behind nostalgia branding and why the trend returned successfully.
Defined by an era, this design trend came about due to the rapid improvement of technology and had to cater to massive billboards as well as tiny screens.
One thing a lot of young people remember about the Y2K is nostalgic optimism. It was a period of 'enthusiasm and wonder at the potential of the internet,' says Zeyu Li, graphic designer at Hortenzia.
“Nostalgia increases positive mood, self-esteem, feelings of social connectedness, optimism about the future, and perceptions of meaning in life."
Dr. Clay Routledge — Professor of Psychology in North Dakota State University
Let's look at how brands have incorporated Y2K components into their campaigns.
Childhood Nostalgia
For many members of the millennial cohort, the Y2Ks was the defining era of their childhood. Toys, cartoons, and characters from emerging games soared in popularity, thus creating memories of a fonder time. One example is the Bratz doll that threatened the reign of Barbie in the doll market. The Bratz doll offered an edgier counterpart to the preppy Barbie, giving a 'bad girl' vibe that was new and refreshing to young girls of the Y2K.
Like many other brands delving into the metaverse, ZARA's avatars are reminiscent of the Bratz dolls. These bring back fond memories of many millennials' first experience with fashion; dressing up dolls in the real world - and the digital.
Saturated Colours
After the early 2010s' craze on earth tones and minimalism, the Y2K aesthetic brings back our fondness of playful, saturated colours. Combined, they create visuals that demonstrate excitement, approachability and optimism.
Playful Iconography
Stickers come in different shapes and sizes, and the art of collecting them gave us a glimpse of customisation. Now, as adults and majorly operating in digital spaces, we've digitised icons as icons. From emojis in our chats to customising our desktop folder icons, icons hark back to Y2K smiley stickers and glow stars we would paste on our bedroom ceilings.
