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Authenticity, escapism, and imperfection
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From Shutterstock’s Creative Director, Flo Lau, a discussion on how the key visual trends of 2020 will inform the direction of creativity in 2021.
While the pandemic has taken a toll on everyone we have seen how lockdown restrictions and the “new normal” have inspired new forms of ingenuity and innovation.
As a result of this, exciting new trends have appeared within the larger creative industry.
Creatives around the world search for images, videos, and music tracks every day–by the billions. The keywords they use allow us at Shutterstock to uncover what trends are on the horizon and will define creativity in 2021. The 10th-anniversary edition of our annual report takes a deep dive into these trends, with this year’s highlighting the shift to authenticity, hope, and the resilience displayed by the community.
Graphic Imperfection
During lockdown, the world turned to DIY activities for entertainment, and to channel creative flow whilst restricted in our homes. We saw culture influence art as people posted videos on social media tie-dying clothes, and painting “inkscapes” on canvases, resulting in increased searches for these in digital formats.
Free-flowing inkblots, one-of-a-kind patterns, and twisting, surreal line portraiture show the embrace of individuality—and imperfection—in digital art. These graphic styles are making their way as staples of mainstream creative campaigns. Tie-dye searches have increased by 287%, the term alcohol ink has risen in search by 381%, and face line art has shown monumental growth in search, up 536% on the year before.
In fact, the term non-binary saw a 2,300% increase in search on Shutterstock this year, and authentic portraiture is helping us see the wide range of beauty across the spectrum of gender identity and expression.
These trends are the perfect foundation to share a new point of view, and celebrate beautiful imperfections amidst the chaos of the environment we all find ourselves in.
Authenticity and Documentarianism
Out with the staged and in with authenticity! Increasingly, photographers are ditching the studio to focus their lens on reality and candid photography. Capturing real people, real situations and real-life —proving how powerful the medium of photography is with everyone locked in, relying on out-of-home camera lenses to tell the story.
The term “whimsical” on its own experienced a search surge of 13,572%.
The events from the past year saw a heightened demand and responsibility for creatives and brands to celebrate inclusion and representation in everything we do. In fact, the term non-binary saw a 2,300% increase in search on Shutterstock this year, and authentic portraiture is helping us see the wide range of beauty across the spectrum of gender identity and expression.
Life’s simple pleasures and self-care also dominated the scene in 2020, introducing our second photography trend for the year, a focus on the inner life. The pandemic forced us to alter our perceptions of the common human experience. Photographers captured moments we spent on finding new hobbies and rediscovering old ones in the name of self-care, and the search term saw a 177% increase on our platform.
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Animated Escapism
The pandemic forced cinemas to close, but the desire for powerful motion pictures grew stronger as consumers spent more time at home, and in front of screens. With production teams scrambling to find new ways of creating content, we’ve seen how tech has empowered some seriously fun design animations during a time when new live-action footage was harder to come by.
Our footage trend, “eccentric animation,” shows that creatives are embracing more playful animated styles and motion graphics. The term “whimsical” on its own experienced a search surge of 13,572%. This animated trend allows for a lively, splashy, and colorful creative piece that doesn’t require a crew to produce, and allows us to escape from the seriousness of 2020.
Looking ahead we can see a continued rise in real-world photography and event-based documentation, reflecting our need for truth.
We’ve seen a rise in demand for tracks featuring strings. From the rippling notes of a classic cantata, to the electrifying, hair-raising sounds of an eclectic spiccato, these tracks have the power to elevate and lift our spirits. Uplifting and playful songs with sweeping crescendos and vivacious beats also provide a needed air of confidence as we look ahead.
What trend should you watch out for in 2021?
From biodiversity and developments in the natural world to the uncharted phenomena of our mind-body connection and space adventures, creatives are on the hunt for something new. Looking ahead we can see a continued rise in real-world photography and event-based documentation, reflecting our need for truth.
Free-flowing inkblots, one-of-a-kind patterns, and twisting, surreal line portraiture show the embrace of individuality—and imperfection—in digital art.
Animation is becoming more accessible than ever, and the newest generation of animators is likely to be the most groundbreaking in decades. And as we continue to explore the world through search terms, imperfection within visual trends will likely lend veracity to photographers looking to understand what consumers and creatives want.
