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Getty Images releases second edition of MAP Report covering visual trends for 2008
Getty Images, The world’s largest stock licensing company has released the second edition of the MAP Report (what Makes A Picture). The Map report, created by Getty Images global creative research team, provides insight into visual trends that will change the look of mass-communication. This year´s report is entitled AspEn, with a strong focus on environmental consciousness, or ideals of “aspirational environmentalism” as it relates to marketers who are attempting to “out-green” each other. The report states that in 2008 brands will have to be more aware of careless uninspiring use of environmental visual clichés. The report is available for purchase as an English-language PDF for (US $750, £400).
The report also includes a consumer survey, undertaken in partnership with Yankelovich Research, which shows how consumers will be demanding authenticity and will rally against false advertising claims as greenwashing becomes more and more prevalent in their day-to-day lives.
“When it comes to the visual language of the environment, we are in danger of killing it as a meaningful symbol with visual cliché”, said Lewis Blackwell, Creative Advisor at Getty Images. “In fact, the first lesson we must learn in order to grab any attention is to make Death to Environmentalism our mantra and kill off the visual clichés of ecology.”
Key themes from the report include:
Animal attraction/Creature Features: The era of animals as context-free human entertainment as an exhibit in a menagerie, or a circus act is over, both in eco-sensitive advertising, but also in the wider global culture.
Death to Environmentalism – Invent a new Mythology: Deep visual thinking behind green has been seen in our personal space, at home and beyond, and looking at some of the visual cues emerging in the visual language. What green means and looks like is currently a mix of the good, the bad and the “bugly” – yes, there will be more images of bugs!
Near – my car, my home, my stuff: For environmental marketing, whatever the product, the closer to home you can pitch the communication the better the opportunity to win over the hearts and minds of consumers to green products and behaviors.
The en-crowd - Inspiration for Aspiration: Visual communicators need to address consumer mindsets about environmentalism: indifference, a sense of greenwashing, and resentment about the commercialization of a social cause.
Posted in: Getty Images, News, Visual Research
