Photography is a huge component in the world of design and marketing. Therefore, the choice of imagery in your website, print pieces, videos, etc. is extremely important for your brand message and to captivate your audience. What exactly makes an image compelling and interesting to look at though? What does capture people’s attention?
Below we will outline both shot and usage trends for 2017 and how your business can utilize these visual trends in marketing to bait and hook your audience.
With popular photo and video sharing social platforms like Instagram and SnapChat, people today are used to seeing raw, informal, and real “in the moment” photos. That’s why there has been a huge shift away from using pre-planned and staged stock photography in marketing materials, towards the use of candid, unedited (no filter) and authentic looking photography. Audiences want something that they can relate to on a personal level and create an emotional connection with. Having this connection will keep them engaged with the brand and ready to interact with the rest of the content.
Colorful, Bold Stills
Bright and colorful still life is a trend that never seems to go away and the reason being is because it’s artistic, edgy, and makes a statement. Utilizing vibrant, object-focused photography creates a strong contrast with the rest of your content (and is straight up interesting to look at) and therefore helps pull your audience in. If you keep in mind color psychology when choosing imagery, you can also use this image trend to create visual story telling.
Drones are an up-and-coming technology that have become highly accessible and affordable. While they are used most commonly for taking videos, capturing photos is an image trend that’s taking over. Drone photography is great because it offers a unique, adventure-filled perspective, with different angles from what people are traditionally used to seeing. Subjects such as landscapes, sports and other outdoor events are perfect to use drone technology for. One thing to keep in mind though, is that shooting drone footage is not permitted everywhere and you should check with your local city’s ordinance before experimenting.
You might have stumbled across a 360 image while perusing your Facebook feed, or by taking a virtual tour. 360 images allow for users to immerse themselves within an image–using their mobile device or browser as a lense to explore every corner of the digital world around them. This new technology takes images to the next level, by not only making them interactive but also by putting the user at the steering wheel, giving them the freedom to look where they choose. This level of interaction is sure to make for a memorable experience, and is most effective for scenic landscapes and large event shots. Check out this New York Rangers FanCam–this might be the most engaging and impressive use of 360 photography to date!
Cinemagraphs provide a simple and subtle way of really bringing your images to life. As talked about in-depth in one of our earlier blog posts–these photos in motion can really captivate your audience, and don’t typically weigh down your page. Take a look at this simple yet creative example!
Another way to bring images to life is to give them the illusion of being 3-D. Kind of like how a pop-up story book works, we can bring layers of depth into our static images by separating out the foreground from the focus of the shot, as well as from the background. From there, a parallax-like effect is applied to the layers of the image. The result is unexpected and can be quite breath-taking! Take a look at this proof-of-concept we have put together:
So there you have it–imagery shot and usage trends for the summer of 2017. Using these trends and techniques in your upcoming marketing materials and future website will be a sure-fire way to captivate your audience this summer.