{"collectionById":{"d4a5b68c-8afd-4bbe-a7ac-e9a8422fedde":{"id":"d4a5b68c-8afd-4bbe-a7ac-e9a8422fedde","name":"Blog Articles","fieldSchemas":[{"id":"112a5d36-c2fe-4270-89db-11332b6d141c","name":"Topic","type":"plain_text"},{"id":"0b77f83b-c31a-4889-b9b3-9a6d2e41fc86","name":"Author Bio","type":"rich_text"},{"id":"0a981f8a-7dbb-440d-a940-25d9060c9b11","name":"Author Job Title","type":"plain_text"},{"id":"402ba26f-8f6d-4f5f-bf20-62e6549f4ad4","name":"Slug","type":"slug","role":"slug"},{"id":"df1c88d1-4bd8-4ecd-9059-463b9589de92","name":"Author Name","type":"plain_text"},{"id":"1f58afa6-2748-4188-b4a4-f1e54e37eca9","name":"Hero Image","type":"image"},{"id":"3084d9ba-ab55-4e5a-931b-b9db3d09105f","name":"Article Content","type":"rich_text"},{"id":"b7712ee6-f9fd-4781-8c5c-e7e10ce8f81e","name":"Publish Date","type":"date"},{"id":"f2ba59b9-49cc-4ec6-9416-bda99d4c8383","name":"Title","type":"plain_text","role":"primary"},{"id":"676063ae-971f-41f4-a8ff-51f75c78431d","name":"Reading Time","type":"plain_text"},{"id":"7eeb4aed-e691-4ca9-b11a-c4bff166e4f6","name":"Summary","type":"plain_text"}],"itemById":{"ae67180a-23b7-4b1f-90c5-f025c7edd0b5":{"id":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","index":"'i","collectionId":"d4a5b68c-8afd-4bbe-a7ac-e9a8422fedde","fields":[{"id":"478986a2-34ae-42c7-abff-c56535efd00b","value":"How to Use the Consumer Trend Canvas Without Fooling Yourself","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"f2ba59b9-49cc-4ec6-9416-bda99d4c8383"},{"id":"6ca2e65b-415c-4e5c-a706-21ac9c8bf12b","value":"Senior Experience Designer · Design Educator","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"0a981f8a-7dbb-440d-a940-25d9060c9b11"},{"id":"6eba3863-e6d5-4b82-9206-a989d9ae4c41","value":"Hugo Villarreal","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"df1c88d1-4bd8-4ecd-9059-463b9589de92"},{"id":"443b9b4d-ac69-4606-afad-82464c0cee03","value":"2026-07-18","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"b7712ee6-f9fd-4781-8c5c-e7e10ce8f81e"},{"id":"55917006-1756-4e51-b1be-52562d475be8","value":"Senior Experience Designer · Design Educator","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"0a981f8a-7dbb-440d-a940-25d9060c9b11"},{"id":"43d78126-93d1-47e8-b2d2-396d0f68f57b","value":"Hugo Villarreal","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"df1c88d1-4bd8-4ecd-9059-463b9589de92"},{"id":"a7f92e34-869d-41b6-a9ee-8a4b31a85901","value":"A block-by-block guide to TrendWatching's Consumer Trend Canvas, with the mistakes that make a filled canvas look smart and say nothing.","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"7eeb4aed-e691-4ca9-b11a-c4bff166e4f6"},{"id":"6e8689ef-2855-45af-a0e9-98a4a42df217","value":"A block-by-block guide to TrendWatching's Consumer Trend Canvas, with the mistakes that make a filled canvas look smart and say nothing.","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"7eeb4aed-e691-4ca9-b11a-c4bff166e4f6"},{"id":"1ee3f0a8-8cbc-463f-8810-7e86e0290a81","value":"Trends and futures","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"112a5d36-c2fe-4270-89db-11332b6d141c"},{"id":"07c87ae0-8b59-4c13-bfd9-6cfc983649af","value":"5 min read","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"676063ae-971f-41f4-a8ff-51f75c78431d"},{"id":"8c5461b4-ac57-4b07-969c-8b5d7f48da6f","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I design interfaces, design systems and motion for enterprise products, and I teach graphic design at Universidad de Monterrey.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"0b77f83b-c31a-4889-b9b3-9a6d2e41fc86"},{"id":"bd2827d5-1f13-4605-bddc-ae8d6c1a8c3b","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Spotting a trend is the fun part. Explaining it to someone else, in a way that leads to an actual design decision, is where most people stall. You end up with a folder of screenshots and a strong feeling.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The Consumer Trend Canvas is one of the better tools for getting from that feeling to something structured. It's free, it fits on one page, and it's surprisingly easy to fill in badly. Here's how it works, and how to fill it in well.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Where it comes from\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The canvas was created by TrendWatching, a consumer trend agency based in Amsterdam, and published around 2014. By their own description it was \\\"generously inspired\\\" by Alexander Osterwalder's Business Model Canvas, which is why it has that same one-page, labeled-boxes look. TrendWatching offers it for free, along with a template and filled-in examples on their site.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Worth keeping in mind: TrendWatching sells trend reports and subscriptions to brands. That doesn't make the tool worse. It just means the canvas is built for one purpose, turning a consumer trend into business innovation, and you'll get more out of it if you remember that.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A canvas, in general, is a visual template that organizes all the parts of a problem in one place, so you can see how they connect. That last part is the point.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Before you start: make sure it's a trend\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The box at the top asks for the trend's name and a clear definition. It sounds like the easy part. It's where a lot of canvases go wrong from the first line.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The most common mix-up is between a movement and a trend. A \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"movement\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" is a group of people working toward a shared goal or ideology, usually with names, a program and a start date. A \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"trend\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" is a general direction of change over time, with no clear leader, and it can come and go. Trends get adopted and abandoned.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"So \\\"Swiss style\\\" isn't a trend. It's a movement. The trend it produced is a preference for visual clarity and simplicity. Art Nouveau is a movement too; the trend it left is nature as ornament. If your canvas starts with a movement, every box after it will describe the wrong thing.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"One more test for the name: a trend doesn't convince people to want something new. It resonates with something they already needed but hadn't seen, that didn't exist yet, wasn't available, or didn't have a name. If your trend doesn't connect to a need like that, it probably isn't one.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The left side: analyze\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The left half is about understanding the trend. It has four blocks, and they're meant to be read as a chain.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"1. Basic needs\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"What deep human need or desire does this trend serve? TrendWatching's list includes things like social status, self-improvement, connection, security, identity, fairness, freedom, recognition and simplicity.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"These needs don't change much. What changes is how people meet them. That's why this block comes first: it anchors the trend in something that will still be true after the aesthetic fades.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Tip:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" distinguish wants from needs. \\\"People want transparent packaging\\\" is a want. \\\"People want to feel they're not being lied to\\\" is closer to the need.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"2. Drivers of change\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Why is this trend emerging now? TrendWatching splits this into two kinds:\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Shifts:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" slow, long-term changes, like urbanization or aging populations.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Triggers:\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" more immediate changes, like a new technology, a political event or an economic shock.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":2}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"textFormat\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"This is the block people most often fill with vague nouns: \\\"social media,\\\" \\\"the pandemic,\\\" \\\"AI.\\\" Those are topics, not drivers. A useful driver has a subject, a verb and a date: what became possible, for whom, and since when. If you remove the date and the sentence is still true, keep digging.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"3. Emerging customer expectations\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Given those needs and those drivers, what do people now expect that they didn't expect before? This is often where the design opportunity hides, in the gap between what people now expect and what's actually on offer.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"4. Inspiration\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"How are others already applying the trend? Real products, services, campaigns and experiences, ideally from different industries and different places. If all your examples come from the same industry, you've found an industry habit, not a trend.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Here's what one of TrendWatching's own trends looks like when it's named and framed well. They called it \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"IN-FLUENCERS\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\": as the pandemic had people looking inward and reflecting on the behavior of their favorite brands, the advice was to \\\"flip your brand inside out\\\" and prove your promises by spotlighting your employees, instead of asking customers to take the CEO's word for it. Notice how it contains a need (trust, honesty), a driver (a moment of collective reflection), an expectation (brands should show, not tell) and obvious room for examples.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The right side: apply\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The right half turns understanding into action.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"5. Innovation potential\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"How and where could you apply this trend? TrendWatching suggests looking at four levels: your vision, your business model, your products, services and experiences, and your campaigns. You don't need all four. You need at least one concrete idea you could actually make.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"6. Who\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Which customer groups could you apply this to, including new ones you don't serve yet? And what would you have to change to reach them?\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"How to fill it in, step by step\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Name the trend.\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" Clear, specific, and definitely not a movement.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Analyze the drivers.\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" What is enabling this right now? Dated, with sources.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":2},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Understand the person.\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" Their needs, their new expectations, what they feel.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":3},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Map the innovations.\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" Concrete examples already out there.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":4},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Then, and only then, apply it.\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" What could you do, and for whom?\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":5}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"textFormat\":1,\"listType\":\"number\",\"start\":1,\"tag\":\"ol\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The canvas reads left to right: need, driver, expectation, opportunity. Check the chain. If one block doesn't connect to the one before it, your canvas is describing two different things at once.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Test it on people who didn't do the research\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A filled canvas always looks convincing to the person who filled it. The fix is cheap: show it to two people who didn't research the trend. Give yourself two minutes to present it. Their only job is to ask questions, not to suggest solutions.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Write down every question you couldn't answer. Those are your real gaps. Then fix at least one block based on what came up, and note what you changed. A canvas that's identical before and after that conversation usually means you defended it instead of listening.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"What it's good for\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Once it's solid, the canvas does four jobs:\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Structure your research\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\", so you know what's missing.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Spot opportunities\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\", especially in the gap between expectations and what exists.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":2},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Check relevance\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\", because a trend that can't fill the left side honestly isn't ready.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":3},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Communicate insights\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\", since one page is easier to argue about than a 40-slide deck.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"textFormat\":1,\"value\":4}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"textFormat\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A few last habits: be honest about the real drivers (the economic one is often hiding under the cultural story), use evidence instead of assumptions, and look for patterns across your inspiration examples rather than falling for the prettiest one.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Here's a good first exercise: take the trend you're most excited about right now and fill in only the basic needs and drivers boxes, with a date and a source for each driver. If you can't, that's not a failure of the canvas. It's the canvas doing its job.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Further reading\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"TrendWatching. \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Consumer Trend Canvas\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" (template and examples), trendwatching.com/toolbox/consumer-trend-canvas\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Mason, H., Mattin, D., Luthy, M. and Dumitrescu, D. \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Trend-Driven Innovation\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\". Wiley, 2015.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":2},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Osterwalder, A. and Pigneur, Y. \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Business Model Generation\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\". Wiley, 2010.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":3}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"3084d9ba-ab55-4e5a-931b-b9db3d09105f"},{"id":"cdd3e2c0-7cfc-46b9-be88-25f74b9c07f5","value":"{\"image\":\"ff71c658994fdaf84c0a3074c4365dd846bc14c5\",\"imageThumbnail\":\"f70e5763474eb61fdf5c1fc9274b1ce8928416ab\",\"originalImageHeight\":1200,\"originalImageWidth\":1600,\"altText\":\"\",\"fileName\":\"how-to-use-the-consumer-trend-canvas.jpg\"}","itemId":"ae67180a-23b7-4b1f-90c5-f025c7edd0b5","fieldSchemaId":"1f58afa6-2748-4188-b4a4-f1e54e37eca9"}]}}}},"slugByItemId":{"7c10a08b-d604-4d4d-a009-2400c53b6b59":"understanding-design-systems","8eeee011-eb9d-4fdc-9afe-f856fd33e053":"meeting-figma-slides","bdecb30f-74c1-446a-80d4-315f0db32510":"what-it-takes-to-be-a-good-designer","e44d8219-d7c5-4585-b6f2-3fbb76e9d813":"a-bitten-apple-how-ego-costs-design-teams-progress","b1d7cfd5-94f2-457d-8534-7dc7cd3053f5":"a-readable-timeline-of-graphic-design-history","1b025d59-8cdd-47ab-825c-b44301d9e56c":"computer-buying-guide-for-graphic-designers","7136350e-32b6-4799-a067-2945462c74b9":"anatomy-of-an-infographic","fc376070-6a8e-4885-bc5b-5392f2ea72d4":"design-history-three-eras-part-1-before-modernism","ae5d2846-c99a-4b96-85f4-93be2a63f6cb":"futures-thinking-for-product-designers","778b781d-23e5-45f4-91dd-d0782796c253":"design-history-three-eras-part-2-modernism","36a64540-e6cb-4591-82be-dd3cf13f3168":"letters-grids-and-building-icons","46eb0627-397b-4642-b36b-4eaea8e9375d":"five-directions-in-contemporary-design","c603686b-3d64-4534-bd99-4b3d163907c6":"motion-in-digital-products-guide","1ce96791-887c-4b99-affb-0cb1fa0a94c2":"pestel-for-designers","2d8aef00-9a3b-4648-bc46-0a74a20bac0f":"running-your-own-local-ai-designers-teachers","7c9caf44-7c35-41e3-b325-83ea8fa765b6":"what-is-a-sign-semiotics-primer-for-designers","dde2c9c5-d33d-4485-b79f-16a6fc1135f5":"atomic-design-in-figma","5d5b785c-6b20-4cbc-82cc-fab2f5afe573":"cognitive-biases-in-trend-research","25690feb-ad3f-44f9-a3f9-489c185b724c":"designing-icons-for-screens","d1b6da52-8b7c-4a77-8a9a-2385a1f0a71c":"figma-color-variables-design-tokens","542d1e93-a75a-4dea-8266-d92a1a0749ee":"how-to-test-whether-an-icon-works","ae67180a-23b7-4b1f-90c5-f025c7edd0b5":"how-to-use-the-consumer-trend-canvas","36e45f78-face-4cb3-95cd-cbf6e461ae57":"journey-map-ecosystem-map-service-blueprint","80345e24-6050-439b-9c3b-9e1690a6a5de":"games-design-and-ourselves-please-dont-take-it-the-wrong-way","b4100900-6eb5-4a05-b9b3-ce765168f267":"the-power-of-icebreakers-in-meetings","cc6fe4f9-90f9-4e45-ae3f-b544b044da5a":"ai-ethics-classroom-course-ai-policy","f7429a53-d35f-4e02-8ecf-79254a953eed":"apps-sites-and-games-i-recommend-to-designers","2b3466be-47b4-42f4-9a58-7597a6f22262":"design-history-three-eras-part-3-postmodern-and-digital","7ced4be9-c1c8-40ba-adf8-bc720169b799":"design-thesis-problem-objectives-scope-limitations","c6f9f758-c8bb-4fba-8ca1-1041f2907c86":"how-to-read-an-image-a-practical-toolkit","589e80bb-7281-4b11-8ad5-3c3a72bbd601":"isotype-neurath-arntz-and-the-method","747f580d-9190-4d67-9f5f-0a243e36bce4":"mesoamerica-media-stereotypes-and-better-depictions","fff8a94b-53e2-4624-b63f-cb3466c9146c":"what-the-simpsons-no-no-sheets-teach-us-about-design-systems","240536a4-d1ff-4488-9c25-62af5c228b38":"trend-or-fad-five-criteria","54d55d03-8f64-4a4e-94a6-397cf873c405":"the-chicken-sandwich-perspective","e56a86ac-292e-4bf6-b613-8cab8595e2b9":"our-2025-nominees-for-best-emerging-technologies-in-ux-ui","b9b45e98-7fbc-4cd2-ad25-4de806cdf16e":"my-config-2024-key-takeaways","ca07284f-3eb9-4f2d-8d05-fa25f9997af1":"15-research-methods-graphic-designers-double-diamond","f63b36ff-7f5a-4ddb-b11c-ed57a874252b":"data-visualization-principles-in-practice","bdbda384-5ec9-43ce-8e04-0bcd9f142e02":"designing-for-users-in-distress","ae609892-49be-47e2-9527-ba51e6252944":"figma-auto-layout-explained","7a86437b-217c-46c5-9832-da017c47a463":"figma-glossary","d8836f58-7886-473c-a7af-fe34ee59cd8a":"five-years-to-get-rich-before-ai-futures-thinking","b4cc4258-88ef-4f0b-89ab-90ba61258b4e":"practical-prompting-for-teachers","92cb182c-ea27-4cc5-9d50-40c5dd1eef7a":"swiss-style-and-the-new-york-school","3654f76a-378a-435e-8d84-bfa6a05f6d7a":"trend-is-a-category-not-a-compliment","016a5dc9-d306-443b-8a0c-784607067d45":"standards-and-legibility-in-signage","0d4f66dd-cb0f-4555-84cb-44bb5624a03c":"ten-improv-rules-for-design-critique","79250f89-4bcd-4ec5-b942-1ce0b4d52b78":"the-avant-gardes-that-still-shape-design"}}