Image Trends Report, 2016
Everyone knows that a picture is worth a thousand words, but are the images you use saying the right things about you, your client or your message? Image Trends Report 2016
The smartest slogan, the pithiest prose, and the cleverest content can all be undone by the wrong image. But the right image with the right message can be a compelling combination.
This is where Image Trends comes in. We want to help you find the images that are likely to make the biggest impact over the coming months. We’ve done this by analysing the stock photography our clients and customers in our two largest markets have purchased over the past 12 months, and used a team of researchers to look through thousands of images and identify the key trends.
The UK and US have different image styles and trends, so we’ve put them into separate categories.
We hope that by using Image Trends, you’ll be able choose the best images for getting your message across – and stay ahead of the curve. We have curated image collections for each of the trends outlined in this review. Head to Alamy.com to start exploring now!
To add insights to our image trends, we sought the opinions of designer Ned Selby. Ned is a visual communicator and consultant with 14 years experience in design and advertising. He was a founding member of New Future Graphic, a London agency with global clients including, the BBC, Amnesty International, Mother London, and Clarks Shoes. Ned is overseeing art director for MadeGood Films, and head of digital design at MadeGood’s bike-focussed social enterprise. He is founding Chief Marketing Officer of Fighting Foods, a food tech startup devoted to nutritional support for those living with cancer, and also works as a visual consultant between Asia and the UK. In his spare time, he is a keen amateur photographer and filler of sketchbooks.
Page 2 selbyandson.co Image Trends Report 2016
UK Trends Theme 1 – UK Business
Key trend 1: Modern technology
Technology is fast-moving and fast-changing, but is your content keeping up with the pace? Visual communicator and consultant Ned Selby explains why technology images need constant re-refreshing: “Businesses are often keen to focus on human interactions, as well as high-tech credentials, and yesterday’s technology can steal the focus, detracting from key messages with negative effect. The dominating theme in current Apple campaigns is emotional engagement with family and friends, where the device is the facilitator rather than the star. No business wants last year’s laptop getting in the way of that.”
Trevor Adeline
Hero Images
Page 3 Image Trends Report 2016
UK Trends Theme 1 – UK Business
Key trend 2 : Official photo calls
A photo call is when people at a formal event have their photograph taken and our research found that 70% of images in the business category show photo calls from political meetings. Many publications prefer to use officially approved photo call images. Ned says, “We’re seeing a return to safer, staged photographs, after a disastrous foray into more relaxed approaches. Not everyone can shoot hoops like Obama, and we’ve all seen how a badly judged ‘natural’ situation can quickly become the talk of Twitter, flayed mercilessly for its misguided attempt at resonating with the people - anyone for a bacon sandwich, Mr Milliband? For people of power, it’s wiser to play it safe; the risks of social media suicide are far lower.”
Page 4 Stephen Bisgrove Image Trends Report 2016
UK Trends Theme 1 – UK Business
Key trend 3: Natural composition
The on-going trend in recent years has been for natural- looking photos of realistic situations. In business images this includes natural office environments, models looking away from the camera, relaxed office clothing, and avoiding clichéd poses such as handshakes. “Staged shots can be awkward and fake looking, and they’re being upstaged by more relatable images,” says Ned. “Services like Instagram mean we’re bombarded by natural-looking snaps, and people have become more sophisticated and savvy in their judgement of photography.”
Brownstock > Dwayne Brown
Page 5 Image Trends Report 2016
UK Trends Theme 2 – UK Everyday
Key trend 1: Interaction with others
Our study showed that 60% of images in the everyday/ lifestyle trend show friends, family and people interacting with each other, and the majority of images have a ‘UK look’ - they’re shot in the UK and reflect the UK’s culture and lifestyle. Interaction is a strong trend in commercial and editorial photography and brands often want to showcase human interaction, as it helps engage the viewer.
Simon Potter Apelöga
Ned says, “As the world becomes more globalised, we’re seeing a return to home-grown craft and culture. Fashion brands champion their British heritage, while UK products and enterprise take centre-stage in a bid to champion greatness again. As we spend more time glued to screens, relatable images of human connection have become something to aspire to. Maybe global is not the new local Page 6 after all.” Image Trends Report 2016
UK Trends Theme 2 – UK Everyday
Key trend 2: Pets
A large number of images featured pets, both with and without humans, partly because it’s often easier to get permission for pet images. Pets also evoke emotion in the viewer - no wonder many lifestyle brands use pets for the ‘awww’ factor. “Pet-related content continues to reign supreme on the web,” notes Ned, “proof that over- exposure to our furry friends does nothing to dent their appeal. A personable dog can get top billing – brands know the power of the pet.”
Pumkinpie
Page 7 Neil Cooper Image Trends Report 2016
UK Trends Theme 3 – UK Travel
Key trend 1: Staycation
The research we carried out revealed that almost half (48%) of travel imagery purchased shows a UK destination. This reflects the surge in staycations, with many UK tourists preferring to explore closer to home. Although image style varies, there is one constant theme – the destination always looks at its best, with litter-free streets for example, creating an idealised image of the place. “Attractive shots of the UK remind us of the beauty on Britain’s doorstep. Destinations need to sell themselves, and these images reassure: a staycation doesn’t have to be a compromise,” says Ned.
John Kellerman
Paul Robbins
Page 8 Image Trends Report 2016
UK Trends Theme 3 – UK Travel
Key trend 2: Countryside
Another trend our study revealed was that 40% of the UK travel imagery that was bought shows countryside and rural locations, which is greater than the number of coastal shots or city images we are used to seeing in UK travel. “As life speeds up, the appeal of slowing down becomes ever greater,” says Ned. “Pinterest creaks under the weight of quiet retreats and well-tended gardens - the trappings of a sedate life outside the city. A coastal shot might evoke squawking gulls and playing children, but countryside images imbue bucolic calm; a Zen-like escape to consider as we commute around our cities.”
Peter Lane
Page 9 Image Trends Report 2016
US Trends Theme 1 – US Everyday Life
Key trend 1: Interaction with others
Our researchers found that within the US everyday life trend, two thirds of the content (66%) bought by our US customers shows friends, family and people interacting with each other. Lifestyle content (such as location, fashion, styling and activity types) feels more US-centric - you can tell these are US shots. Interaction is a strong trend in commercial and editorial photography – brands will often want to showcase human interaction, as it helps engage the viewer. “America still has its dream, and it is reflected in the styling of these shots,” says Ned. “The interactions aren’t false, but polished treatment of characters and settings adds more gloss than we might see in everyday life.”
Tony Tallec Hero Images
Page 10 Image Trends Report 2016
US Trends Theme 1 – US Everyday Life
Key trend 2: Hobbies
The remaining everyday content shows people engaged in various activities such as reading, fishing, walking, cycling and skiing, and these also have a US feel. US imagery tends to look a little more posed, glossier and a little less natural – a trend that is reflected in their advertising style. “The subject matter - if not the style - supports our observations from some of the UK themes; relaxed, informal, local, wholesome,” says Ned. “For most people, leisure time is a rare and valued asset; a just reward for our efforts. Here we see how those leisurely aspirations are viewed through an American lens.”
Hero Images
Page 11 John Lund/Marc Romanelli Image Trends Report 2016
US Trends Theme 2 – US Healthcare
Key trend: Realism
Our research revealed that most US healthcare content (65%) features images of real people in real situations (the other 35% are vector graphics or illustrations, mainly of body parts). The image content shows both doctor and patient interaction, and lone patients. The photography style is more realistic than seen in the past – images feel less staged, and are more atmospheric. There are sensitivity issues when shooting real-life patients, so the majority of images are staged, but designed to look realistic.
ERproductions Ltd B. Boissonnet / BSIP
“Healthcare is a hot topic in the US, provoking lively debate and ongoing commentary,” notes Ned. “As Americans face an uncertain medical future, traditionally optimistic and reassuring imagery has been replaced by a more realistic style, that’s perhaps designed to strike a chord with the times. For an insurance company looking to sell policies, or a journalist reporting a gloomy future, the friendly apple-a-day doctor appears out of favour – Page 12 for now, at least.” Image Trends Report 2016
US Trends Theme 3 – World Travel
Key trend: World travel
The image of the stay-at-home American is being broken: our researchers found that 65% of the imagery in this category was from outside of the USA, showing a growing trend for wider travel. “Traditionally, we’ve seen the US as the home of the staycation, but these trends show a break in these norms,” says Ned. “With many aspirational lives now being lived online and in full view of a camera lens, maybe an interstate holiday just isn’t glamorous enough these days. Demonstrating a wider, international view inspires audiences and portrays businesses in a worldly light.”
Anna Berkut Katya Palladina / Stockimo
Page 13 By keeping up with the latest image trends, you can select the images that will help keep your message fresh, relevant and up-to-date. Choosing images that have a resonance with your target audience will reinforce what you have to say. Reflecting image trends in your content is not about being fashionable; it’s about making the biggest possible impact in both words and pictures.