The Six Visual Trends For 2017: Getty Images
Jacqueline Bourke (pictured below), senior creative insights manager at Getty Images, paid a recent visit to Australia, and B&T decided to take the opportunity quiz her on this year’s visual trends and how they will shape the advertising and marketing landscape.
What are the visual trends for 2017?
The last 12 months has been a year of change. Be it political, cultural, or social, these past 12 months have been filled with some big – albeit shocking – revelations. These wider issues often have a direct impact on content, including imagery that consumers expect to see, and as such, the images brands will use.
If we look back on this year alone, virtual reality (VR) has been ruling the headlines, with the likes of Oculus Rift and Google Cardboard becoming very accessible to everyday people. Subsequently, numerous brands have jumped on the bandwagon (successfully or not is another point), meaning immersive content is now everywhere.
These are the six visual trends we’ve identified at Getty Images:
- Virtuality: technology has infinitely increased the size of our world, and we are moving beyond two dimensions toward images that surround and immerse us in the extreme. The origins of this trend lie in visually driven social media like Snapchat and Instagram that illustrate our hunger for instantaneous, first-person content. But it moves beyond that into 360 imagery and VR. In harnessing VR, brands are allowing the story to be king, developing highly emotive shared experiences that extend the consumers connection to a brand beyond just a product.
- ‘Gritty woman’: there’s a new woman on the scene, and we’ve seen her emerge from a confluence of other trends identified over the last five years. She’s smashing conventions and tearing down walls, more concerned with what she can do than with how she looks. She’s tough. She’s tenacious. She’s laser-focused and unafraid to get her hands dirty. She’s not to be crossed, overlooked or underestimated, and she will fight for her beliefs without apology. The above image is a perfect example of this trend.
- Unfiltered: challenger brands are adopting the aesthetics of photo journalism to connect with younger consumers and bring a raw, spontaneous edge to their storytelling. The unfiltered trend is the antithesis of glossy advertising; it illustrates a new direction in commercial photography, a move towards a documentary aesthetic. It opens up dynamic new method of image-making which cuts through the noise, and makes consumers sit up and take notice.
- Colour surge: colour is no longer just one component of an image – it’s become the star. We now use colours in ways we previously couldn’t, breaking the rules and embracing unnatural combinations. The colour surge trend highlights the ability for image-makers to liberate themselves from conventional colour palettes and the accepted theories of what something should look like. Bold backgrounds and striking, ultra-saturated hues will drive design.
- New naivety: Increasingly savvy consumers are shunning the overly-curated approach which the early forms of social media engendered, and are embracing a loose and irreverent touch. Brands are also jumping on board. New naivety is about embracing visuals that are spontaneous and playful, and at times uncomfortable. It’s about imagery that is not always ‘on brand’, and has an offbeat – even awkward – spirit. It’s time to get weird and unpolished, and make people laugh while doing so.
- Global neighbourhood: The ever-increasing circulation of people, goods and information around the world is having a transformative effect on society, and has the potential to change the way we see ourselves. Global neighbourhood is about embracing this state of flux, as our collective cultural identities will be less about where we are and more about what we believe, based on our connections. Cross- cultural and socially borderless images will gain in value, as brands themselves become more nomadic, and as they learn to change and respond to our increasingly complex consumer identities.
How have these trends been identified?
The global news agenda for the past year has been full of ups and downs, and these changes can influence the visuals we choose to create and demand to consume. Getty Images’ visual experts make annual trend predictions by drawing on these social changes, as well as a diverse set of resources, such as the more than one billion searches and 400 million image downloads on our website every year, and expert analysis of the visual trends in advertising and popular culture at large. This research provides marketers and advertisers with a crystal ball into the coming year.
These predictions form the annual creative forecast called Creative in Focus, which informs and influences professionals across the creative industries worldwide.
How is big data helping Getty Images understand these trends in a different light?
Getty Images’ global team of visual anthropologists and art directors continually analyse Getty Images’ own search and image data from the 400 million downloads from its website each year. All of these data points are then analysed to create a holistic view of the imagery techniques and styles expected to make an impact in the year ahead.
The trends inform, inspire and influence art directors, editors, and artists worldwide across creative industries, from journalism to branding and advertising. Pioneering visual trends forecasting over 20 years ago, Getty Images’ past predictions have pre-empted visual movements across gender, social consciousness, design, technology, travel and more.
How will these trends impact marketing and advertising in the year ahead?
As the world changes around us, so must the visuals we consume. People are becoming unresponsive to over-polished, fake images and are craving a truth that represents the world they inhabit. Juxtaposing this is the escapism we seek in virtuality. As consumers’ demands evolve, one theory can be certain: images are becoming more interesting and attention grabbing than ever before.
Please login with linkedin to comment
Advertising Standards Bureau Jacqueline Bourke The Newspaper WorksLatest News
Allied Nabs Nicola Gold From Pico International Dubai
Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.
Anthony Ellis Promoted To CEO Of Publicis Media Exchange
Anthony Ellis takes the opportunity to thank the office fern in his press photo following recent work promotion.
Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
Jessica Mauboy brings the tunes to new Supercars campaign. Meanwhile, Shannon Noll promises a revenge best served cold.
Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
9Now rolls out Olympics push, but can it bring Aussie gold in handball?
Must-Watch Marketers At Cannes In Cairns!
Is there a better conference agenda than Cannes In Cairns, we ask? Sure, Captain Feathersword yet to put pen to paper.
Retail Media Demands A New Organisation Dynamic
There's no denying retail media's become adland's hot button topic du jour. Much like tomato being the soup du jour.
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
A top road safety initiative from News & the NRMA. If they could turn their attention to potholes next would be ideal.
Facebook And X Ordered To Remove Sydney Church Stabbing Video; Meta Swiftly Responds, X ‘Too Busy’ To Care
Tech giants ordered to stop running video of Monday's church attack. Not that it's bothered most major news sites.
Tara Ford To Serve On Titanium Jury At Cannes Lions
Monkeys seemingly ruling themselves out of back-to-back Titaniums, as agency ECD takes up Cannes red pen & clipboard.
“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]
Stuart Archibald Departs Half-Eponymous Agency, Archibald Williams
Stuart Archibald departs Archibald Williams after 12 years. And, no, it's not for golf & bowlo club-priced schooners.
B&T’s Campaign Of The Month Wrapped: Queensland Health’s Frightening Skin Cancer Campaign, Via CHEP
Queensland's beautiful one day, perfect the next but there's still lots that can kill you - crocs, skin cancer & XXXX.
TV Ratings (15/4/24): Amidst It All, Seven News Is The Most-Watched Program In Australia
Network 10 may have had a win in the courts yesterday but, alas, it appears viewers heard all about it on Seven.
Even More Cairns Crocodiles Awards Judges Added As Entries Go Gangbusters!
Cairns Crocodiles assembling ominous judging panel that just so happens to coincide with B&T's office sponge bake off.
“Bias Influences Who & How We Appoint”: Aimee Buchanan On Why Diversity In Leadership Matters
When Aimee speaks, B&T goes full Vanilla Ice: "Stop collaborate & listen, GroupM boss back with a brand new invention."
Dove ‘Won’t Use AI To Represent Women’ To Celebrate 20 Years Of ‘Campaign For Real Beauty’
Yet again, Dove pioneering the adland zeitgeist but ignores current clamour around AI, thank god.
Multicultural Comms Agency Ethnolink Announces AI-Enhanced Multilingual Campaigns
Here's an excellent multilingual AI initiative that will hopefully allow us all to finally comprehend drunk Irish people.
Gate 7 Bolsters Visit California & Brand USA Teams
Travel marketer boosts its team for its US destinations. Any talk of the Aussie dollar remaining strictly off limits.
Mediahub Snares Linda Fagerlund From Carat
Mediahub nabs Carat's Linda Fagerlund after reportedly dangling a large carrot or similar root crop vegetable.
BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors
More evidence two brains are better than one comes these two promotions. After all, a third brain can cause tensions.
QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners
No one's looking forward to Paris like B&T. We're particularly excited about watching countries who detest one another.
Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments
Publicis rings the changes with three new appointments. No wonder, given it got all that new biz money last year.
Slew Of Promotions & A New Hire At History Will Be Kind
It's promotions & new recruits at History Will Be Kind. Plus the inevitable angst for staffers who didn't get one.
Latto “Talks Snack” With Menulog Via Thinkerbell
Do Aussie agencies think ads with Americans makes us want to eat more? The food deliverers appear to think so.
ING Invests In Finance Partnership With Seven
Seven amps up its finance coverage in latest partnership. Sadly, it's not bringing Kochie out of the cryogenic freeze.