We live in an immensely visual culture, with images influencing us in every way imaginable. Across brands, design, photography, and illustration, visual trends are always shifting with the times. So which ones are worth paying attention to in 2019? And how can we predict future trends?
In this video, we’re joined by Brenda Mills, the Principal of Creative Services and Visual Trends for Adobe Stock. As a photo industry veteran and experienced creative director, she leads the Creative Services group driving three key, interrelated activities: servicing the visual needs of top enterprise clients, identifying visual trends, and curating content for global merchandising activities.
She shares the 4 major visual trends for 2019 and dives deep into their inception and impact on advertising and marketing:
The very first trend Brenda makes us aware of is the Natural Instincts. This trend emerged from the increasing presence of technology in our day-to-day lives. There’s a growing demand for imagery that reflects nature, and causes us to reconnect with it and ourselves.
Natural Instincts has a very organic appeal. These images show people working with raw, natural materials, like food ingredients, wood, textiles, and more. People are drawn to pictures that connect them not just to nature, but to what is most natural. As Brenda puts it, Natural Instincts is about marketing beyond materialism.
We can thank Gen Z and Millennials for this one. With everyone owning a smartphone with a high-quality camera, Creative Democracy was born purely out of coincidence. More than ever, young consumers are snapping photos on their phones, sharing them, and in the process, creating a unique visual style.
Creative Democracy represents people of every age, body type, and ethnicity. It’s a display of authenticity and snapshot moments that reflect people’s truest selves.
Thanks to the rise of social media, self-expression is blossoming. Showing our creative side online is the norm across various platforms like Instagram, Behance, Facebook, and more. Disruptive Expression is the combination of confident creativity and unapologetic self-expression.
It demonstrates a balance of aesthetics and aggression—grabbing our attention in a very natural way. Think of Disruptive Expression like graffiti. What was once considered something negative, is now considered a form of art.
Disruptive Expression inadvertently created this 4th trend for 2019: Brand Stand. This trend focuses on visuals and image types that convey a brand’s purpose or role in social and environmental issues.
Because we are so connected, customers want transparency from the brands they buy from. Brand loyalty is now being determined by their communication with customers. This trend is powerful in shifting people’s awareness of certain brands, but there’s just one caveat: it has to be authentic.
Consumers of all ages are much more savvy nowadays than in years past. If a brand isn’t practicing what they preach, per se, the consumers' loyalty—and their dollars—will go to another brand who’s stance is authentic.