Page 20 - AeM_Jan_2018

RESEARCH, ANALYSIS & TRENDS

Getty Images’

Visual Trends 2018

reveal newfound

optimism and a vision

of change in

storytelling

According to Getty Images’ 2018 Visual Trends from long-established visual stereotypes as we see
predictions, brands and the media will redefine modern more imagery embracing male emotion, vulnerability
masculinity this year. The expert in visual and complexity.
communications identified ‘Masculinity Undone’, ‘Second
Renaissance’ and ‘Conceptual Realism’ as the trends Getty Images’ data shows an increase of 53% in
society will be most responsive to this year. customer searches for ‘gay dads’, ‘Man meditation’ is
up 126% and customer searches for ‘Single Father’
The three trends, forecast by Getty Images’ global team have increased by 60%.
of creative researchers and art directors, are identified
through extensive research and the company’s unique Second Renaissance
access to, and analysis of, imagery in advertising, pop
culture and the changing behaviors of consumers and With millions of people now carrying a high-quality lens
society globally in 2018. in their pocket every day, it’s easier than ever to take
pictures. In response, professional photographers are
This is further augmented by Getty Images’ one billion turning to art history to create more considered images
customer searches and 400 million downloads from its that champion the idea of photographic craft.
website each year. These data points are then analyzed
to create a holistic view of the imagery techniques and Driven in large part by the diverse community who are
styles expected to make an impact in the year ahead. looking for a more positive, culturally rich visual
The forecast acts as a guide for the media, advertisers, narrative through the subversion of classic art
brands and businesses by reflecting on changes in the techniques, portraiture has begun to hark back to
world and how they may develop over the coming 12 imagery from bygone eras – paying homage with
months. subdued palettes and luxurious fabrics that resemble
paintings.
Getty Images’ 2018 Visual Trends are in detail:
Demand for this style of work is growing, with searches
Masculinity Undone for ‘luxury abstract’ up 186% and ‘Vintage Portrait’ up
94%.
While past years have rightly been spent addressing the
portrayal of women in advertising and the media, there is Conceptual Realism
a growing awareness that stereotypes for representing
men are also extremely outdated. In Australia, the A combination of evolving long-term visual trends, new
Advertising Standards Bureau condemns this, saying technology and the public’s current skepticism to take
“Advertising or Marketing Communications shall not things at their face value has spawned a new visual
portray people or depict material in a way which expression – ‘conceptual realism’. The emergence of
discriminates against or vilifies a person or section of the social media has seen a significant rise in the demand
community because race, ethnicity, nationality, gender, for more ‘real’, authentic imagery. But, in a trend born
age, sexual preference, religion, disability, mental illness in the art and fashion worlds, photographers are
or political belief.” beginning to create more conceptual images executed
in a realist style.
Demographics and cultural changes are making the
common one-dimensional notions of masculinity Attainability and relatability are key components when
irrelevant and, in 2018, men will continue to be liberated connecting with today’s consumer, but in 2018 we will
20 January 2018 - Trends and Predictions