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RESEARCH, ANALYSIS & TRENDS

see creators pushing to explore these themes in Andy Saunders, Senior Vice President of Creative
increasingly unexpected ways. Content, Getty Images, said: “When imagery is
everywhere it’s sometimes easy to forget how pictures
Searches for ‘unexpected concept’ were up 116%, while can really move us emotionally and psychologically;
those for ‘reality’ were up 176%. how they can expand the limits of our world. It’s
encouraging then that the visual trends we anticipate
Getty detected that searches for ‘diversity and inclusion’ being important to brands and businesses in 2018
– terms that transcend Masculinity Undone and Second behold a sense of optimism: a vision of change, of new
Renaissance – are up an impressive 917%, and those heroes and unrelenting creativity. For many people who
for ‘LGBTQ’ are up an equally positive 809%. Brands were previously invisible, whose faces or bodies
and businesses are also acknowledging the need for weren’t included in the mainstream media, this is
better visual representation of our diverse communities important. These are small steps in making a more
with searches for ‘Multi-ethnic family’ up 385% and culturally rich and interesting world. But small steps can
‘Cultural Diversity’ up 252%.
make a big picture.”
More worryingly, searches for images depicting stress Getty Images’ Visual Trends for 2018 have been
and anxiety – especially in men – have seen a released as part of the company’s annual creative
significant increase. ‘Teen suicide’ is up by 429%, guidebook, Creative in Focus. Along with more in-depth
‘emotional stress’ by 263% and ‘emotional abuse’ by analysis of the visual trends, the publication features a
110%, with ‘man stressed’ up 105%, ‘Depression Man’ deep dive into search data from regions around the
up 31% and ‘man looking worried’ up 100%.
world. Creative in Focus also highlights talented image-
makers around the globe and features photo essays
Encouragingly, the search data also suggests an
increased global focus on mental wellness, with those which look at how crowd-sourced imagery and previous
for ‘mental health’ up by 174% and ‘mental health visual trends have evolved across time. It is available to
awareness’ up by 258%. view free of charge online. ◊
By MediaBUZZ

MediaBUZZ Pte Ltd - Independant ePublisher for Asia