Trend Alert: Images 2018

“There is one thing the photograph must contain, the humanity of the moment.” – Robert Frank

Trends in colour, branding and photography are often influenced by social, cultural and political events. 2017 saw the polarisation of many ideas and beliefs. This has resulted in image makers turning to politically charged imagery and taking a visual stand. This challenging of conventional ideas and beliefs by artists and designers has found it’s way into the mainstream. Sometimes with great success and sometimes brands have completely missed the mark – think Pepsi’s Kendall Jenner flop .

Unsettling events such as Brexit and Trump’s election have caused many to pause and reflect. Many consumers are adversely reacting to the barrage of sensationalist news and negativity in the press around such world events.

In such uncertain times, brands are looking at how they can better create trust, improve their ethics and help to change the world for the better. We have seen a strong consumer desire for authenticity and honesty and a return to the simple life. Photography has reflected this desire with a more natural, realistic and organic style. Interior design has seen indoor greenery make a comeback – as well as a rise in the popularity of natural, relaxed fabrics and upholstery.

Consumers are also looking for escapism as a reprieve from the chaos of daily life. This has resulted in a developing interest in the supernatural, fantasy and other worlds.

Of course, geographically speaking, each region also has trends of it’s own. Seasons and events pertaining to certain countries will have an influence. For example, it’s the Chinese year of the dog, which will obviously flow through into imagery within the region.

When looking at general global trends, there are some common threads that we will most likely see develop further in 2018. Below are three of our favourites.

1. Other Worlds

Virtual reality

Software like Photoshop has allowed designers to construct images of augmented realities. As virtual reality technology advances we can expect to see more imagery about augmented reality. These technologies and their adoption across multiple industries will ultimately influence concepts and visuals around campaigns and branding.

Space

With the space race in full gear we have seen imagery of intergalactic worlds feature in art and advertising. Space travel is on the horizon. This fascination with space and other planets has been spurred on by movies like Star Wars and television shows like Stranger Things.

Fantasy

Unless you have been living under a rock for the last year, you would have seen the proliferation of unicorn imagery. This has been not just across children’s products but even homeware and fashion. Fantasy worlds and supernatural beings allow us to enjoy a little magic in our everyday lives. This will continue to influence not just imagery but music and storylines.

2. Marching to the beat of their own drum

Politics, activism and gender roles

Allowing women to show their strength and men their vulnerability has been a thread throughout various campaigns in 2017.

Recent events around the #MeToo campaign and the fight for womens’ equal rights has been at the forefront of news stories. With global marches taking place, women have united in their battle to make their struggle known. Images around activism and it’s importance in achieving much needed political gains have been popular. These images and concepts have permeated film, tv, music, art and theatre.

Celebrating fluidity and self-identity has been big in 2017 and will no doubt continue this year. Millennials in particular respond well to subverting traditional gender roles. We can expect to see more exploration around what is means to be a man or woman in 2018.

Challenging notions of hyper masculinity and showing intimacy between men isn’t something brands have shied away from. Rather than focussing on competitive attitudes between men, campaigns have celebrated men uniting and recognizing what binds them. Story telling that is more empathetic and representative of the challenges and issues the modern man faces are being adopted. Rejecting the superficiality of male stereotypes is something we will see more of in 2018.

3. Realism, the simple life and touch

Realism

With the popularity of instagram and snapchat, consumers have also become image makers. They have embraced DIY image making and respond to honest and realistic images. Our everyday lives are now on show. Consumers have become content creators. Imperfect, DIY imagery feels honest and offers an authentic alternative to the dishonesty we see in our politicians and media.

Images have become more contemplative and reflective. Image makers are rewriting stereotypes and rejecting traditional notions of not just gender but also race and culture. We have seen a broader representation of people and cultures used in campaigns.

The simple life

Concepts around self-care and looking after the environment are on the rise. These concepts have been depicted through eating well, mindfulness, home cooking and recycling. We have seen a return to past times where life was more healthy. Capturing healthy moments in peoples lives offers optimism and a desire to live a rich and meaningful life.

Collage and texture

Collage images that show beauty through imperfection have been popular. Collages have a humbling DIY feel to them – imperfect and personal.

Consumers and image makers alike are looking for new ways of self-expression. Finding unique ways to express ourselves opens us up to creative freedom. Layering and cropping images can give unexpected and surprising results that are unique and personal. Collages can add a touch of personality to marketing collateral and campaigns.

Bold, rich textures are also proving popular. With so much time spent on screens, people are responding to tactile images. Photos and graphics that depict textiles and textures invite the viewer to connect and engage.

Just the beginning

While these trends will play a role in campaigns in 2018 there are also many others to explore. Along the theme of simplicity, we will most likely see more minimalist design. Clean, crisp images that use bold and inviting colours. Bohemia and new age imagery will also continue to grow. As will geometric forms like mandalas and tribal patterns.

Trends are important to observe and consider but they should always be considered in context. Who is driving the trend and why? Different audiences will respond very differently to certain trends. Millennials for example are a group that is more trend conscious but also fickle. Having a deep understanding of your audiences’ needs and desires is far greater importance than blindly following trends. But observing and understanding trends can add another dimension to your marketing and campaigns.