Visual Trends Notes

10/10/17

Visual Trends

Digital Production

  • Visual-adjective- related to seeing
  • Trend-Noun- A general development or change in a situation or in a way people are behaving
  • Six Key trends 2016
  • The outsider in
  • Divine Living
  • Extended Human
  • Messthetics
  • Silence vs noise
  • Surreality
  • The outsider in: Celebrating rebels, outlaws and rule breakers.
  • Divine Living: Delightful, magnificent and special’ and ‘supreme or heavenly being.
  • Extended Human: Technology is an integral part of life and is becoming an extension of us, expanding our ability to connect and communicate.
  • Messthetics: In rebellion against perfection, messthetics embraces grime, sweat and mess.
  • Silence vs noise: A counterpoint to ‘Messthetics’. The imagery is simple and minimalistic against imagery that’s more frenetic.
  • Surreality: Using many new photo manipulation techniques to create very playful and often surreal images.
  • The Six key Trends 2017
  • Virtuality
  • Colour Surge
  • Unfiltered
  • Gritty Women
  • Global Neighbourhood
  • New Naivety
  • Virtuality: Technology has infinitely increased the size of our world. We don’t have proper hoverborads- yet- but digitally speaking we can now go anywhere without our feet leaving the floor.
  • Colour Surge: Colour is no longer just one component of an image; it’s become the star.
  • Top five colours searched in the last 12 months
  • 1 Green
  • 2 Red
  • 3 Blue
  • 4 Brown
  • 5 Yellow
  • Unfiltered: Challenger brands are adopting the aesthetics of photojournalism to connect with younger consumers and bring a raw, spontaneous edge to their storytelling.
  • Gritty Women: As the debates around gender politics intensify, we are seeing the emergence of a new type of woman who is ready to reframe the battleground.
  • Global Neighbourhood: The ever-increasing circulation of people, goods and information around the world is having a transformative effect on society and has the potential to change the way we see ourselves.
  • New Naivety: Increasingly savvy consumers are shunning the overly curated approach in favour of a looser, more irreverent touch – and big brands are following suit.
  • Key points to take away 
  • Consumers are pushing against the ‘norm’ of convention and seeking out difference to become part of the new normal.
  • Human nature is messy, visceral, beautiful and ugly. A move away from the sanitation of humanity to a more realistic approach. Embracing the chaos.
  • Technology and humanity becoming entwined, blending where one starts and the other ends.
  • Space in imagery giving it a chance to breathe. Calmness amidst the chaos.
  • Unplugging from technology and getting back to the immediate beauty of the
    world around us.
  • Utilising digital manipulation to create striking, attention demanding imagery.
  • Questions 
  • What is the time-span of a trend?– Plan for them to last at least a year, maybe longer. They sometimes merge into other trends. But stay away from FADS. i.e manbuns, a smaller fad part of a larger macro trend called genderblend.
  • How does social media influence the trend? – Huge but not only influence. To see what people create, share/ the conversation people have about them. The biggest effect is ‘authenticity’ shift away from perfection (models) celebrate how people look. Anti-retouching. Age, body type, preferences, abilities.
  • A lot of people are trying to make their campaigns look like social media.

17/10/17

Capture One training

  • Press new session and write your name and module (Laura Stobart BACP201) and then press ok
  • What is capture one?
  • Capture One (also known as Capture One Pro or C1Pro by users) is a professional raw converter and image editing software developed by Phase one. It is designed for professional photographers who need to process large volumes of high quality images in a fast and efficient workflow. Capture One makes it possible to perform adjustments on many native camera raw file formats as well as TIFF and JPEG image files, and supports tethered shooting. Users include amateur and professional photographers.
  • Useful links
  • What you will cover in the induction session
  • After this mornings session 10:30-12:30 you should be able to understand the basics of the software:
  • Layout of the program
  • File importing
  • Camera tethering and attachment
  • Catalogues and Sessions
  • Setting up a simple workflow
  • File naming
  • Adjustments auto and manual
  • Colour values and management
  • White balance
  • Levels and curves
  • Spot removal
  • Variants
  • Styles
  • Basic processing
  • What you will cover in the induction session 
  • Each of you will have to demonstrate the following elements to successfully advance forward to this afternoon.
  • Open a session and name it (your name and module number)
  • Attach the camera to software
  • Adjust the camera settings in the software
  • Take a shot, both from the keyboard and from the camera
  • Apply local adjustments, WB, levels + curves, colour management
  • Produce a single variant in any style
  • Colour code the image, rename (Your Name + Final)
  • Process a quick JPG for proof
  • Afternoon Session 
  • From 13:30-16:30 you will go into the studios with selected teams of 6 and using your BACP 201 module on visual trends as a guide you will each produce a series of images fitting the stye discussed in your lecture with Gem. You will take it in turn to be one of these chosen roles.
  • Photographer – takes the shot as directed by DOP
  • Digital Operator– Helps assist the photographer whilst shooting
  • Assistant – Helps assist the photographer and DOP
  • Stylist – Styles the model or set as directed by DOP and photographer
  • Lighting Director – Designs the lighting with DOP only
  • Director of photography or DOP – Over sees the entire shoot, gives creative input to the shoot, advises on changes required etc
  • Review images with Gem between 17:00-19:00

7/11/17

Visual trends food photography

  • 1840’s first food photographers – Roger Fenton + Fox Talbot
  • 1900’s first cook book was made about bread
  • Charles Jones -1900
  • Edward Westonn – 1930
  • 1940’s cook book called cook booklets came out
  • Betty Crocker’s – picture cookbook
  • Irving Penn – 1977
  • 1980’s Gourmet magazine came out
  • 2000’s – the rise of the cookbook and the celebrity chef
  • Jamie Oliver
  • Delia Smith
  • Nigella Lawson
  • The Hairy Bikers
  • The industry
  • Commercial Photography
  • Specialist Skills
  • Working in a team
  • Flexibility
  • Organisation
  • Budget planning
  • Creative ideas
  • The Team:
  • Photographer
  • Assistant
  • Agent
  • Client
  • Art Director
  • Home economist
  • Stylist
  • The shoot:
  • Brief
  • Layout
  • Product/food
  • Props
  • Style
  • Budget
  • Time scale
  • Output
  • Layout and design:
  • Working to correct layout and ratio essential
  • Camera Trace
  • Landscape or Portrait
  • Working with texts
  • Theme
  • Mock up
  • Advertising:
  • To promote a product or service
  • Usually working to a design layout
  • Creative use of props, set and/or location
  • Maximum detail
  • Number of creative working on a shoot
  • Organization and planning are key
  • Art director
  • Designer
  • Client
  • Long Hours
  • Larger budget and fee
  • Minimum shots per day
  • Other food photographers:
  • Jonathan Gregson
  • Jan Steinilber
  • Peter Lippmann
  • Chelsea Bloxsome
  • Sam Hoffman
  • David Loftus
  • Diana Miller
  • Davis Griffen
  • Myles New

21/11/17

Getty Images (Rebecca Swift)

  • Director of creative images
  • Started at Getty images 20 years ago
  • The visual trends team each year come up with best trend of that year
  • A lot of advertising companies follow these trends each year
  • Global source of the creative community – including marketing agencies, global news services, independent business owners
  • She works with a team of 5 who work a lot with data analysis, Visual analysis, telling people about the trends
  • The most photographed day is the Oscars
  • Does a lot of press work + interviews with journalist
  • Bigger trends – over commercial photography are:
  • Mobile Aesthetic
  • Candid
  • Honest
  • Personable
  • Down to earth
  • Raw
  • Active
  • 2018 trends?
  • Female risen
  • New Masculinity
  • Mental Health
  • Conceptual Realism

09/01/18

Ian Catling

  • 21 years of experience for companies like Boss, Lego, Absolut Vodka
  • Won many awards
  • What is a brand? – A brand is an accumulation of both emotional and functional association
  • A brand is a promise that the product will preform
  • Colour is very important in brands – the colour will be one of things you will remember about the brands
  • Brand symbol/signifier – if you have colour + a great symbol that work well together and people recognize your band you are on your way to a great brand
  • Brand and photography
  • Are we selling a new product?
  • What’s the message we are trying to get across
  • Do we Have consumer insight we can catch on to
  • Make sure you can get your brief in a sentence
  • Worked on a project for Sumol the national drink of Portugal – need to make sure the product is up to date, fresh and to fit with this generation
  • What is he looking for in a photographer?
  • Creativity + good professional dedicated portfolio
  • Personality + social skill
  • Great communicator + reliability
  • Good values – sensible price structure can do attitude + positive builder