The Rise of Curation as Design

The act of curation—once confined to the realms of art galleries and museums—has evolved into a significant form of design in its own right. In the digital age, where tools like social media, e-commerce platforms, and AI-driven algorithms dominate, curation has become a defining practice. It has shifted from simply organising and presenting objects to a creative process that shapes meaning, taste, and identity. The rise of curation as a form of design is a by-product of digital, internet-based tools, which have fundamentally altered how we engage with content, products, and experiences.

The rise of curation as design can be traced back to the early 2000s, a period when digital tools began to democratise access to content and design platforms. Websites like Tumblr and Pinterest emerged as early examples of platforms that allowed users to collect and arrange imagery, creating visual narratives that felt cohesive and deliberate. These platforms turned users into curators, with their boards and blogs functioning as digital mood boards that reflected personal taste and aspirations.

This trend accelerated with the advent of Instagram and the ubiquity of smartphones. The ability to select, edit, and arrange images in a grid—coupled with the rise of filters and design-focused apps—transformed everyday users into curators of their own visual identities. Brands and influencers quickly adopted this approach, recognising the power of carefully curated feeds to communicate authenticity, exclusivity, and value. Suddenly, curation was no longer just about selection; it was about storytelling, branding, and design.

“This shift has blurred the boundaries between designer, curator, and consumer, challenging traditional notions of authorship and originality.”

The integration of AI and algorithm-driven tools further amplified this trend. Platforms like Spotify, Netflix, and Amazon began using algorithms to curate content tailored to individual preferences. This automated curation blurred the lines between user input and machine learning, creating a seamless experience that felt personalised and intentional—a feat that would have been impossible in pre-digital curation.

The rise of curation as a design practice has had profound effects on the design industry. One of the most significant changes has been the redefinition of what it means to be a designer. The role of the designer is no longer limited to creating objects or graphics from scratch; it now often involves selecting, arranging, and contextualising existing elements to produce something meaningful. This shift has blurred the boundaries between designer, curator, and consumer, challenging traditional notions of authorship and originality.

For brands, this new era of curation has created both opportunities and challenges. On the one hand, it has enabled brands to craft highly specific identities and connect with niche audiences. By curating products, imagery, and messaging, brands can create cohesive narratives that resonate deeply with their target markets. On the other hand, the sheer volume of curated content has made it increasingly difficult for any one brand or individual to stand out. The design industry is now saturated with visual noise, where the distinction between meaningful design and superficial aestheticisation is often blurred.

Another significant effect is the rise of platforms and tools that prioritise curation over creation. From Canva to Adobe Express, these tools empower users to curate pre-existing templates and assets rather than starting from scratch. This has democratised design, making it accessible to non-designers, but it has also sparked debates about the dilution of craft and expertise. If everyone can curate, what distinguishes professional designers from everyday users?

Moreover, curation has led to a focus on surface-level aesthetics, often prioritising the visual over the functional. In an Instagram-driven world, designs that "look good" in a feed can sometimes overshadow those that work well in practice. This trend has sparked concerns about the long-term implications of prioritising style over substance in design.

As digital tools continue to evolve, the role of curation in design will only grow more significant. AI and machine learning will likely play an even greater role in automating curation, creating hyper-personalised experiences that feel bespoke. This could lead to new forms of collaboration between humans and machines, where designers curate algorithms as much as they curate content.

At the same time, the rise of curation may prompt a backlash against its perceived superficiality. As audiences grow weary of over-curated feeds and generic templates, there could be a resurgence of raw, unpolished design that prioritises authenticity and functionality. Designers who can balance curation with creation—crafting experiences that feel both intentional and original—will likely thrive in this landscape.

In education, the emphasis on curation as a skill will likely grow. Future design curricula may focus more on teaching students how to curate meaningfully, integrating fields like anthropology, psychology, and cultural studies to deepen their understanding of context and narrative. This holistic approach could redefine what it means to be a designer, placing equal value on the ability to select as the ability to create.

Finally, the rise of curation will continue to reshape consumer expectations. Audiences will demand more thoughtful and cohesive experiences, whether they are shopping online, browsing a social feed, or visiting a physical space. For brands and designers, this means curation will remain a vital tool for creating connections and shaping perceptions.

The rise of curation as design is a testament to the power of digital tools to transform creative practices. What began as a by-product of platforms like Tumblr and Instagram has evolved into a central pillar of contemporary design, reshaping industries and challenging traditional definitions of creativity. While the future of curation is still unfolding, one thing is clear: its influence will continue to grow, pushing designers to think critically about how they select, arrange, and present the elements that shape our visual and cultural landscapes.