2017: The Year to Push Boundaries with Images

2016 saw many social, political and technological changes, all of which have impacted on images and how they resonate with the public. Subsequently, these changes have influenced the types of images demanded by the media and marketing industries.

Every year, our visual experts compile trend predictions for the year ahead and for 2017, we're expecting a year of dynamic visual trends, with brands adopting raw and spontaneous compositions to make consumers sit up and listen.

Gritty Woman is one macro trend that we're anticipating this year. It embraces emerging women - those brave enough to smash down convention and tear down walls - and uses images to focus on the power of women and their tenacity rather than their appearance. Some brands have been quick to adopt this trend into their advertising, like fashion retailer H&M which reversed the notion of how women should behave in its Autumn collection campaign (below). Filled with feminine underarm hair, women patrolling the board room and sitting in typically-masculine ways, the advert subverts stereotypical suggestions and encourages women to feel empowered.

Another trend identified by the team for 2017 is Unfiltered, influenced by the popularity of social media channels like Instagram. With this brands strive to use the aesthetics of photojournalism to connect to younger consumers who crave authentic content, thus intentionally forgetting to achieve their previously-polished look. Storytelling in the creative and advertising industries will evolve from the glossy veneer we are used to consuming, and into something more raw and edgy. Much of the imagery we see next year will reflect the documentary aesthetic.

An example of this visual trend being put into practice is Gap’s advert (below), which partnered with artists including photographer Nadine Ijewere and food blogger Sora Choi. This mix of real life passions and documenting their real talent grounded the ad in realism. It’s a huge step away from the perfect world of fashion retail adverts that have gone before and we expect other brands to follow in the trail Gap has blazed.

The final macro trend we have identified for 2017 is Virtuality. The imagery within this trend looks at the way we are moving beyond consuming two-dimensional imagery into fully immersive visual experiences that completely surround us. VR is a tool many organisations are starting to adopt and, if harnessed effectively, will allow brands to invite consumers into the story they are trying to convey, extending the connection beyond just its products.

The New York Times already experimented in this space, since launching the NYTVR experience. NYTVR allows readers to experience life through the eyes of refugees or explore previously unseen worlds, immersing themselves in the stories via 360-degree videos. The app was reportedly downloaded more times in its first few days than any previous New York Times app – showing that an appetite for this type of content and imagery exists.

As the world changes around us, so must the visuals we consume. People are becoming unresponsive to over-polished, fake images and are craving a truth that represents the world they inhabit. Juxtaposing this, is the escapism we seek in virtuality. As consumers’ demands evolve, one theory can be certain, images in 2017 will be more interesting and attention-grabbing than ever before.