Getty Image Trends
Every year the Getty images creative team of art directors, researchers and visual anthropologists look at the data collected over the year to see what the most downloaded images of the year on the Getty image sites are, whilst doing this they also look at what is going on in the world at the time. They do this research by going through media, pop culture, advertising and art. Then at the end of the year they make a prediction of the visual trend forecast that depicts the kind of images we can expect to see in the year ahead. Every visual we see, for example, scrolling through our social media accounts, the ads we view and the things we read through-out the year will be looked at and analysed to help make the predictions of the visual trends in the year ahead.
When looking at what the trends were for 2016 and seeing what trends would hit the world by storm in 2016. Though the trends are looked at separately by people and created their own views of the trends of that year, people also viewed the trends as one. Together they represent the direction in which global visual culture is currently heading, The trends for 2016 were
- Outsider In – Is about people who wish to break from the norm of traditions and visuals, that are normally widely embraced. They want to be more daring with their tastes. This means we’ll seeing the representation of all kinds of outsiders this year, from unexpected roles reversals to the rise of the rebel and underdog.
- Extended Human – Our nation of personhood is expanding as we harness the power of technology in all areas of our lives. The parameters of men and machine are starting to blur, and results are riveting. This means as the technology continues to surpass the further reaches of the average person’s imagination, so do the visuals that materialise alongside them.
- Divine Living – As brands focus on values, reflections and revelation become front and centre, with consumers shifting their focus to more meaningful consumption. Due to the rising awareness and concert regarding topics like health care, climate change, conscious consumerism and politics at home and abroad has pushed us towards a desire to pare down, refocus and strive for something better. this means people are valuing quality over quantity and experience over passions and increasingly, memory over material.
- Messthetics – Brands will harness the power of the ugly, messy, sweaty, visceral aesthetic. its a rebellion against the order of everyday life that revels in the physicality and soul of human nature. This trend is saying that making a bit of mess is proving to be a great way to get noticed this year, likely because any state of disarray is bound to be distinct and different to the normal clean and pretty look of the year before.
- Silence VS. Noise – This trend focused on making space for consumers to breathe and reconnect in a cluttered marketplace, engaging our emotions and spirits with visual haikus. The trend Silence VS Noise has been shown in a lot of recent marketing campaigns as well as creative and editorial effects and over 2016 it was a very popular trend.
- Surreality – As we look to visually represents the multifaceted lives we experience in the digital age, the opportunity for creativity are endless. This trend focused on surreal graphic imagery and plays with ideas of infinity, duality and multiplicity. This final dream like trend is another popular trend of 2016. An apt atmospheric tool for fashion ads and editorials, surreality strikes a potent pose in in campaigns such as Stella McCartney’s 2016 campaign.
After looking at the trends of last year I can see how they have moved forward and progressed into the trends of 2017, These trends are:
- Virtuality – The origins of this trend lie in immersive social media. Instagram illustrated out our want and hunger of instantaneous first-person content. the resounding successes of Snapchat and Instagram stories have taken this further. Impulsive, raw and mostly unrehearsed, it feels like the filter has been lifted, which makes for an incredibly authentic exchange allowing us the ability to experience life in someone else’s shoes.
- Colour Surge – After muted tones and vintage filters, being popular for a long time now, bold hues are making a comeback. whether monotone, strange or beautifully complementary, prepare to see an upswing in unique and dynamic colour combinations.
- Unfiltered – The unfiltered trend illustrates a move towards a documentary aesthetic, where we can expect to see brands harnessing the language of photojournalism to tell more powerful stories.
- Gritty Women – As the debates around gender politics intensify, we are seeing the emergence of a new type of women who is ready to reframe the battleground. in images she is a fighter, a feminist, a phenomenon more concerned with what she can do than how she should look.
- Global Neighbourhood – The ever-increasing circulation of people, goods and information around the world is having a transformational effect on society, and on imagery as well. With globalisation and migration steadily increasing, expect to see a swell in diversity and representation of every kind of identity
- New Naivety – The slick and obviously curated aesthetic that early forms of social media encouraged are being rejected by millennials who instead embrace Instagram, and other visual platforms as their main modes of interaction. New Naivety is about embracing visuals that are spontaneous and playful, and at times uncomfortable.
Out of these trends the trends that get my attention are colour surge and unfiltered. Colour surge because I love the burst of colour and the mix of different colours that look so powerful that it draws your attention to the Image whilst also making the model fade into the image. Colour surge is explained by showing how image makers liberate themselves from the conventional palette. These unusual colour combinations immediately ignite interest and entice consumers. Whether they are overwhelmingly beautiful or exquisitely ugly, the powerful manipulation of colour stops us in our tracks.
Whilst unfiltered intrigues me because these images show you the rawness of the images and the truth as there is no photoshop used they also tend to show blood and mud showing the truth and not the filtered image. Unfiltered is explained by saying a bold, documentary style of imagery is quickly gaining ground. The unfiltered trend opens us up to dynamic, honest and extreme methods of storytelling which cut through the noise, and make consumers sit up and take notice. Fearless and passionate, brands who dare to be different and try something new and imaginative and showing the truth of the world.
However, out of these two trends I have decided to put my main focus into colour surge as I think that would be a very fascinating and interesting topic to explore as well as enabling me to shoot a variety of different bold and colourful images.