While I normally try to avoid trends completely, sometimes a project calls for a design style that falls in line with what currently happens to be trendy. Other times, you purposefully want a trendy look in order to compete, such as in fashion... because obviously, what is in style right now is what sells product. No one is making much money off bolo ties these days, are they?

But problems arise when popular aesthetic changes, and your work becomes dated. This is especially apparent in the tech and web industries in my opinion, simply because those industries are advancing at light speed (Someone, please invent a spaceship that can go light speed).

So what's the trick to appearing fresh when you launch a project, but having your hard work stay relevant for decades? Flirt with the trends, but dont be trendy.

By all means, use that color that everyone loves right now. But while you are at it, open up an old design book. Study the GE logo. Study the Nabisco or the AT&T logo. Learn the masters. When you understand the principles of a timeless design, it doesn't matter what the current trend is. A great design can be used in any setting and take advantage of any trend. Sit down and actually thinking about what it is that people like, rather than just giving it to them no questions asked. A thoughtful designer can always find a way to capitalize on what is popular without sacrificing those tried and true rules. It's all about figuring out what people really want. When you hit the mark, they won't even notice that your work isn't trendy, nor will they care.