Visual trends for 2018: breaking stereotypes and a shift in storytelling

Getty Images' visual trends for 2018 show the ongoing breakdown of stereotypes and a shift in storytelling

The annual trend report reveals, among other things, that brands and media will redefine modern masculinity this year. Thus "Masculinity Undone. next to "Second Renaissance" and "Conceptual Realism. one of three trends that the company says will have the biggest impact on imagery and thus consumer targeting this year.

Getty Images' forward-looking visual forecast reveals macro and micro trends based on research by Getty Images' visual communications experts. In addition, search and image data (evaluating the search behavior of one billion customers and 400 million downloads made each year on the website) were analyzed. The trends take into account global changes and their possible developments over the next twelve months and thus serve as a guide for media, advertisers, brands and companies.

As a pioneer in the field of visual trend forecasting, Getty Images has been able to predict future developments in areas including gender, social awareness, design, technology, travel and more over the past 20 years.

Specifically, Getty Images' visual trends for 2018 are:

Masculinity Undone

While in recent years the focus has rightly been on the stereotypical portrayal of women in advertising and the media, it is now becoming increasingly clear that the portrayal of men is also extremely outdated. For example, the German public is currently discussing the extent to which the image of the stereotypical "real" man is outdated and the boundaries between the classic definitions of man and woman are becoming blurred.

Because demographic and cultural changes mean that the usual one-dimensional ideas of masculinity are losing relevance. In 2018, the traditional visual stereotypes regarding men will be further broken down. As a result, we will see more images in which emotions, vulnerability and complexity also play a role in men.

Getty Images data shows that customers searched more for terms such as "gay fathers" (up 53 percent), "meditating men" (up 126 percent) and "single fathers" (up 60 percent).

Second Renaissance

With millions of people carrying around high-quality cell phone cameras every day these days, taking pictures has become easier than ever. In response, professional photographers are increasingly drawing inspiration from art history. The result is images that consciously reveal the artistic craft of photography.

In the field of portrait photography, there is now a return to images of bygone eras. This trend is largely due to artists of diverse ethnic and cultural backgrounds, as they seek more positive and diverse visual narratives. The use of muted colors and luxurious fabrics not only reworks traditional artistic techniques, but also evokes memories of old paintings.

Demand for this type of work is increasing. This is evidenced, for example, by the rise in search terms such as "abstract luxurious" (up 186 percent) or "vintage portrait" (up 94 percent).

Conceptual Realism

A combination of factors has given rise to a new visual trend - "conceptual realism. New technologies, such as social media, and a general public skepticism about not taking everything at face value have significantly increased the demand for more "real," authentic images. In this trend, which originated in the art and fashion worlds, photographers create images that are characterized by a realistic style.

Accessibility and approachability are key components when it comes to connecting with today's consumers. In 2018, however, it will become apparent that artists are addressing these issues in increasingly unexpected ways.

For example, searches for "unexpected concept" increased 116 percent, and searches for "reality" increased 176 percent.

Global themes reflected in image search data

Searches for "diversity and inclusion" - terms that go beyond Masculinity Undone and Second Renaissance - increased by a whopping 917 percent, and searches for "LGBTQ" also increased by 809 percent. Brands and businesses are now also seeing the need for improved visual representation of diverse groups in society. This is reflected in the fact that searches for "multi-ethnic families" increased by 385 percent and for "cultural diversity" by 252 percent.

Disturbingly, there appeared to be significantly more searches for images depicting stress and anxiety (particularly among males). Searches for "teen suicide" increased by 429 percent, "emotional stress" by 263 percent, "emotional abuse" by 110 percent, "stressed man" by 105 percent, "depression in men" by 31 percent, and those for "worried looking man" by 100 percent.

Encouragingly, however, the search data also suggest that the global focus is increasingly on mental wellbeing: Searches for "mental health" increased by 174 percent and those for "mental health awareness" by 258 percent.

Andy Saunders, senior vice president of creative content at Getty Images, said, "When images are ubiquitous, it's easy to forget the impact they have. They move us emotionally as well as psychologically and can expand our horizons beyond that. We're pleased to see a sense of optimism in the visual trends we expect to be important to brands and businesses in 2018: a vision of change, new heroes and unrelenting creativity. For many people who were previously invisible, whose faces or bodies did not find a place in mainstream media, this is very important. These are small steps on the road to a more culturally diverse and interesting world, but even these can lead to success."

Getty Images' 2018 visual trends have been published as part of its annual creative handbook, Creative In Focus. The publication includes a more comprehensive analysis of visual trends, as well as an in-depth look at search data from various regions around the world. Creative In Focus also profiles talented photographers from around the world and presents photo essays that explore crowdsourced imagery and the evolution of past visual trends. Visualtrends.gettyimages.com

Methodology:

The three trends were identified through extensive research by an international Getty Images team of creative researchers and art directors. The team drew on the company's unique image repertoire and professional evaluation of images from advertising and pop culture. In addition, the changing global consumer and social behavior for 2018 is taken into account.

Added to this is Getty Images' own search and image data, which comes from the 400 million annual downloads on the website. All of this data is then analyzed to provide a comprehensive overview of the visualization methods and styles that are expected to shape the coming year.