Getty Images Reveals Its Visual Trends For 2018
Brands and the media will redefine modern masculinity this year, according to Getty Images’ 2018 Visual Trends.
‘Masculinity Undone’ is one of three trends the world leader in visual communications has identified that will reshape the visual language consumers will be most responsive to this year, alongside ‘Second Renaissance’ and ‘Conceptual Realism’.
Based on Getty Images’ creative research by its visual experts and search and image data – one billion customer searches and 400 million downloads from its website each year – the company’s visual forecast sets out macro and micro trends for the year ahead.
The forecast acts as a guide for the media, advertisers, brands and businesses by reflecting on changes in the world and how they may develop over the coming 12 months.
Here are Getty Images’ 2018 Visual Trends in detail:
‘Masculinity Undone’
While past years have rightly been spent addressing the portrayal of women in advertising and the media, there is a growing awareness that stereotypes for representing men are also extremely outdated.
In Australia, the Advertising Standards Bureau condemns this, saying: “Advertising or Marketing Communications shall not portray people or depict material in a way which discriminates against or vilifies a person or section of the community on account of race, ethnicity, nationality, gender, age, sexual preference, religion, disability, mental illness or political belief.”
Demographics and cultural changes are making the common one-dimensional notions of masculinity irrelevant, and in 2018, men will continue to be liberated from long-established visual stereotypes as we see more imagery embracing male emotion, vulnerability and complexity.
Getty Images’ data shows an increase of 53 per cent in customer searches for ‘gay dads’, ‘man meditation’ is up 126 per cent and customer searches for ‘Single Father’ have increased by 60 per cent.
‘Second Renaissance’
With millions of people now carrying a high-quality lens in their pocket every day, it’s easier than ever to take pictures. In response, professional photographers are turning to art history to create more considered images that champion the idea of photographic craft.
Driven in large part by BAME creators looking for a more positive, culturally rich visual narrative through the subversion of classic art techniques, portraiture has begun to hark back to imagery from bygone eras – paying homage with subdued palettes and luxurious fabrics that resemble paintings.
Demand for this style of work is growing, with searches for ‘luxury abstract’ up 186 per cent and ‘vintage portrait’ up 94 per cent.
‘Conceptual Realism’
A combination of evolving long-term visual trends, new technology and the public’s current scepticism to take things at their face value has spawned a new visual expression – ‘Conceptual Realism’.
The emergence of social media has seen a significant rise in the demand for more ‘real’, authentic imagery. But, in a trend born in the art and fashion worlds, photographers are beginning to create more conceptual images executed in a realist style.
Attainability and relatability are key components when connecting with today’s consumer, but in 2018 Getty thinks we will see creators pushing to explore these themes in increasingly unexpected ways.
Searches for ‘unexpected concept’ were up 116 per cent, while those for ‘reality’ were up 176 per cent.
Global issues highlighted
Searches for ‘diversity and inclusion’ – terms that transcend Masculinity Undone and Second Renaissance – are up an impressive 917 per cent, and those for ‘LGBTQ’ are up an equally positive 809 per cent.
Brands and businesses are also acknowledging the need for better visual representation of our diverse communities, with searches for ‘multi-ethnic family’ up 385 per cent and ‘cultural diversity’ up 252 per cent.
More worryingly, searches for images depicting stress and anxiety – especially in men – have seen a significant increase. ‘Teen suicide’ is up by 429 per cent, ‘emotional stress’ by 263 per cent and ‘emotional abuse’ by 110 per cent, with ‘man stressed’ up 105 per cent, ‘depression man’ up 31 per cent and ‘man looking worried’ up 100 per cent.
Encouragingly, the search data also suggests an increased global focus on mental wellness, with those for ‘mental health’ up by 174 per cent and ‘mental health awareness’ up by 258 per cent.
What it all means for brands and agencies
Speaking to B&T, Jacqueline Bourke, senior manager of creative insights and planning at Getty Images, said people are no longer responding to fake images that represent one-dimensional notions.
“They want positive, culturally rich images that accurately represent the world of today,” she said.
“Imagery has been crucial to brands engaging with this sense of change. When there is a backlash against campaigns, it is against work that feels contrived, that doesn’t feel authentic – currently the ultimate measure of value in our social and cultural media.
“The democratisation of imagery and all that entails in terms of content and aesthetics has forced mainstream advertising to evolve, not least in asking the question ‘does this feel authentic?’”
Please login with linkedin to comment
2018 Visual Trends Conceptual Realism Getty Images Masculinity Undone Second Renaissance visual trendsLatest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.