Communication today has gone visual. Life is being captured, shared, experienced and stories being told through pictures. Being updated with the current trends in visual communication has therefore become imperative for advertisers, media professionals, photographers, content creators, digital specialists and all those in the business of communication.
Vandana Kakar met Paul Foster, senior director, creative content at Getty Images, the world leader in visual communication to understand the top trends in visual imagery. Paul leads a global team of art directors and editors, who source, create and curate videos, photos and illustrations in partnership with photographers and videographers across Europe, America and Asia. He and his team not only analyse but also influence global trends in the visual world. These trends impact what we see in brand communication, advertising, design and are not limited to stills but include various formats including video transcending into augmented reality.
These trends are:
1.Authenticity
The rising popularity of street casting in pictures – using real people as models as opposed to professional models and crowd sourced pictures are signs of a visual trend sweeping the communication world called Authenticity. Real life pictures clicked by real people.
Authenticity involves using images that are not perfectly composed and have a few technical flaws instead of visually perfect imagery. In the current trust deficient business scenario, authentic pictures look believable and help the viewers relate to them and trust the brand
2.Vanguardism
The rising awareness of social responsibility and higher purpose amongst brands and consumers has impacted imagery and started a trend called – Vanguardism or images displaying socially responsible actions.
Visuals depicting Vanguardism entail people rolling up their sleeves, getting dirty and working towards supporting their neighborhood; brands using empowering visuals to showcase their charitable work; new generation of leaders and entrepreneurs fostering global citizenship.
Getty Images has seen the search term ‘social responsibility’ rise by 73 per cent over the past 5 years and a 91.3 per cent increase in licenses for images containing the keyword –volunteerism.
3.Wonderlust
The concept of travel is slowly changing. Tourists today are exploring faraway lands that are off the beaten path. Solo travel has increased. Travel is seen as a way to seek meaningful experiences, discover ourselves, seek spirituality, understand the mysteries of nature. This has had a tangible effect on imagery and started a visual trend called – Wonderlust.
Wonderlust is a new style of imagery that goes beyond the typical images associated with travel. It not only captures the thirst for journey in our lives but also our enchantment with space, nature and spirituality.
Getty images has seen a 30 per cent increase in images key worded with this theme over the past 5 years.
4.Genderblend
As boundaries of genders are blending and becoming more complex and gender stereotypes are being dismantled, the visual portrayal of men, women, parenthood, work and home is shifting. This is a fascinating development with imagery at its centre. Genderblend is the visual trend that captures this changing social phenomenon.
Images of women in powerful roles wearing business suits; men in domestic, family roles; men in drag; transgenders are increasingly being seen in brand communication. Getty images has seen a 700 per cent increase in pictures of men changing diapers.
5.Supersensory
Consumers today are no longer inspired by standard run of the mill shots. This has resulted in the trend, Supersensory – visually rich, powerful pictures that engage all the senses, create intrigue and mystique to lure the viewer, leaving them wanting more. Used to lure consumers by brands, tourist boards and travel sites, this trend is often seen in images of food, luxuries, nature, portraits and chromatic abstract designs
6.Glitch
Images that are a bit blurred have light leaks, double and triple exposure, pixilated or have other technical glitches are now accepted or even welcomed by mainstream and commercial photography. This reflects a trend called Glitch or digital accidents. Such imperfectly produced images that appear to be taken by amateurs and therefore humans are seen to and have an authentic edge. Glitches appear to be captivating and spontaneous and are left open to interpretation, increasing their intrigue value.
7.Merged Mediums
Another trend prevalent is the creative use of mixed media, for example, mixing up illustrations and photographs. Here digital and photography work together to create a single image or thought. A high degree of complexity is added to the process of image-making creating perceptions of reality and fantasy.
8.Mutant Nature
Mutant nature is a movement towards photographing the earth in a way that makes it look -other worldly. Familiar landscapes are made to appear alien with supernatural colors and unusual juxtapositions. Nature is represented in extreme ways. According to Getty Images, these images which are devoid of people portray how the natural world will adapt and evolve in the coming generations and how future landscapes will look.
This affect is achieved through various techniques such as digital or darkroom manipulation or in camera with lighter techniques and a different take on unusual landscapes.
To learn more about these trends, visit http://stories.gettyimages.com/category/visual-insights/visual-trends/
