[dgant]

Part of the challenge is that design isn't viewed in isolation. A design leaves an impression on the viewer partly based on how it contrasts with other designs.

A minimalist logo in a sea of embellished logos says "We are smarter and easier to use". A minimalist logo in a sea of minimalist logos says "We are safe and normal."

So following a design trend can be one of the tools you use to design for an audience.