It is everywhere — movies, TV shows, fashion and advertising. What was previously perceived as a technical error is now a visual representation of the moment.
Rather than aspiring to own flashy cars and the latest flat screen TVs, we value travel, special days out and learning new skills. This is reflected in the shift towards imagery that represents “doing” rather than “owning”.
The rise of realistic perceptions of women in fashion and beauty advertising is an ongoing trend that is not going to disappear in 2014. The diversity of women will be increasingly represented through the portrayal of many different factors; from age and ethnicity, to lifestyle choices and business power.
Instagram and its ilk have turned food photography on its head. Pictures of overly stylized food look both inedible and untrustworthy – in friends’ snaps we trust. Expect to see restaurants, cafes, food manufacturers and recipe books adopt this more authentic aesthetic in the coming year.
We anticipate brands making more of working together, joining forces and collaborating with their customer base (crowdsourcing). Sharing creativity will be massive.
When information communication technologies were first invented, there was a fear that AI would take over, and machines would become human. Conversely, today the fear is that humans are becoming machine-like: data driven, less emotionally involved, less able to connect on a personal level. We expect to see the relationship between man and machine visualized in 2014 via imagery representing bionics or bio-robotics.
One of the biggest social media trends in the next 12 months will be 5-7 second storytelling. Clickable videos, Vine, animated Gifs — all use small pieces of moving media to capture attention and tell a story quickly, but effectively.
In recent years there has been a fascination with the idea of the supernatural, of creatures of fantasy living amongst us. Vampires, werewolves and witches will continue to be well represented in TV schedules and movie releases in 2014.
The next year will see a broadening of the ethnic mix of models featured in advertising.
I looks like 2014 is going to be full new image trends! We're looking forward to all that 2014 has in store for us.
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