Adobe’s Creative Trends Report brings four trends that should dominate the scene this year, called Physical Waves, Real is Radical, Animals & Influencers and Active Retro.
Physical Waves
The post-pandemic shift to prioritizing mental health and wellness is driving new ways to explore spirituality, nature and wellness, moving beyond the physical world with rich visual storytelling.
Welcome to a world where nature is digitally heightened and recreated, where imaginary dreamscapes, materials and textures ignite the senses. Many brands show what it’s like to be “well”, but the new quest for well-being increasingly represents how people feel.
Astrology and spirituality, themes that invite us to look inside, whether through the tarot or the art of manifestation. People are more likely to turn to the tarot in times of stress, and use it as a tool for self-discovery. This data becomes even more relevant if we think that 46% of people from Generation Z say they are stressed or anxious, most of the time or all of the time.
A good way to exploit this information in creations is to suggest a spiritual and calm vibe through compelling videos, capturing non-traditional feel-good elements through surreal illustrations or striking images of nature.
real is extreme
Brands are embracing campaigns featuring all races, genders, ages, abilities and sizes – shifting from curation to heartfelt moments.
Various currents and behaviors have led to this trend. Carl Cederström, Associate Professor at Stockholm University, draws attention to perfectionist well-being, naming the phenomenon the Well-Being Syndrome, where an obsession with health, happiness and optimization often makes people feel worse.
Another phenomenon is what might be called the Sea of Sameness, spurred by digital transformation and the industry’s obsession with perfection.
Adobe’s report says: “It’s time to shake things up and abandon minimalism for something more real”.
Exercise this tendency by capturing authenticity through full-color illustrations, or an emotional close-up image.
Animals & Influencers
Whether it’s a real-life furry friend or a charming anime avatar, charismatic creatures have proven to be powerful tools that attract and retain consumer interest and engagement. As a result, they have become a dominant presence, proliferating in the form of anime, illustrations, photographs and 3D renderings.
Connect with consumers’ love for their pets with cartoon-like illustrations of cute animals. Or capture the bond between pet and owner with a vivid picture of them together.
Active Retro
Unlike other short-lived trends, the aesthetic that references the ’90s goes far beyond fashion.
Get ready for a nostalgia renaissance.
Relive some retro movement with a roller skating video.
Add a splash of ’90s color and pattern with vibrant text or illustration.
Or capture a nostalgic moment with an image of teenagers wearing bucket hats.
Fonte: Adobe Creative Trends 2023
Image Credits: Pixabay | DGM
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