Visual trends 2020

April 6, 2020
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Knowing images is crucial to the success of the post, shows that images attract more to the content and help retain the content. In order to connect with customers, it is so important to understand the purpose behind visual trends to get the best attention.

Nowadays visuals, images reflect individuality, mental health, social justice narrative, ‘real authentic people’ telling ‘real stories’.

More campaigns will focus on telling real stories, this choice of non-perfect images and videos seek to reproduce trustworthy and to be more relatable.

Producing realism has become huge trend. Instead of predictable marketing words, we like to explore creative concept and see authentic visuals. More brands started to experiment to produce spontaneous and simple product stories that decreased digital retouching and increased “less is more”.

When it comes to mental health, marketing diversity survey found out that only 8% of consumers think that mental health issues are well represented in advertising. Consumers are sold false ideals enveloped within false need. Brands can actually help by opening conversation through transparency and credibility.

This could lead from the invisible/social taboo to further education around mental health. Basically, it would be the same as giving voice to the voiceless, by creating changing commercials that could approach to the issue(visually/creatively). All about improving understanding.

We need to ask ourselves what does it mean to normalise mental health?

The need to create visuals that actually show accurate feeling is getting bigger and bigger. Let’s go away from stocky visualisations of mental health so we could move to view the relevant meaning.

People are so ready to use their smartphone as a tool of resistance, the tool of change, telling visual stories without expensive tools became so easy.

We are no longer waiting for creatives to shape our worlds. Visual trend called ‘Citizen Activism’ is only through the lens of smartphones, the major social tool used to communicate and to embrace new creative impulse too. Mobile video will continue to grow as a really popular format to tell unique stories.

Over the past few years, we have seen a trend taking selfies. In 2020, the selfie days are shortly numbered. What’s old is new again and selfies are slowly replaced by ever-reliable portrait.

The story behind portraits is to communicate simple and spread clearer visual messages to the world, compare to selfies that has evolved from being a spontaneous visualisation of ourselves to the opposite, because nobody actually wants to be seen in an awkward selfie shot.

Behind the scenes, things are not quite as transparent. Mass-produced visuals that try to compete for our attention is the complete opposite with what portrait strategy is about. Slowing down and focusing on simple visual elements above all, credibility.  This desire is born out of commercial attempts to appear ‘real’ with their audience.

How hard it must be for brands to visually differentiate themselves so they could have an impact?

Audience expectations are changing constantly so the company’s campaigns have to try really hard to worth your attention. Brands need to get creative in their visual marketing and campaign elements. Visual trend called ‘The commercial creative’ that blends postmodernist design elements to multiple references to art movements.

Brands learn how to get more value to their campaigns by putting together strong visual elements with the right text.

Nobody wants to buy safe characters in branding anymore. Unrealistic sketches, pictures, visuals are not welcome anymore, instead of that, we are seeking to expect campaigns working more on gender equality and diversity.

One of the biggest trends of 2019 was mindfulness, it won’t be different this year. Blue tones have naturally gentle, calming elements that can help each of us connect with our emotions.

In recent years, there has been interest in adopting minimalism culture. Photographers are looking to explore colour palettes that can induce relaxed vibes. Depend on what colours tones you choose can influenced the mood you seek to convey.

Through the years we zoomed in on each of visual trends that touch our everyday lives, it is crucial part of strategic communication plan. There is something futuristic about each of these trends. Nobody knows what exactly to expect in next years, but I am already excited to see visual trends of 2021, how about you?

About the author

This article was created by Žofia Rajčáková, Country Manager at JumpStory.