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Exploring Visual Trends: Insights from Getty Images' 'Brand Connect Vol. 2'

Getty Images, a leading visual content creator and marketplace based in Seattle, USA, hosted the second edition of its marketing workshop titled "Brand Connect Vol. 2" on November 13, 2023. The event aimed to provide marketing and PR professionals with insights to enhance brand value through visual storytelling.

This year's workshop featured Kate Luke, Creative Insights Director at Getty Images, and Sana Kishimoto, APAC Custom Content Manager, who shared the latest trends in brand content creation alongside recent research findings from the Getty Images content team. The event included a guest speaker, Adrian Robin Go, Content Marketing Lead at SOMPO Holdings, who showcased how visuals are effectively utilized in their branding initiatives.

Understanding the Shift in Brand Content Needs

Getty Images offers custom content creation services, allowing marketers to produce unique and cost-effective visual content tailored to their specific needs. This approach enables brands to understand the visual demands and preferences of consumers in real time. The findings from Getty Images' consumer visual survey, "VisualGPS," reveal critical insights into how visual representation influences brand perception.

According to the survey, a staggering 95% of brands prefer incorporating people in their visuals. Diversity emerges as a key term, with 72% of brands seeking representations that reflect various backgrounds. When depicting individuals, brands must consider diversity factors such as ethnicity, gender, and age based on the message they wish to convey. Importantly, authenticity plays a significant role, as over 90% of photography requests prioritize realism and relatable situations, opting for natural light and candid moments over staged scenes.

The Call for Positivity and Connection

The findings further highlight that around 70% of brands are leaning towards a positive tone in their visuals. Concepts that evoke joy, happiness, and tranquility are becoming increasingly crucial, alongside showcasing connections between individuals, with 63% emphasizing the importance of portraying these interactions. Depicting the everyday joys of life, whether with loved ones or in tranquil settings, resonates deeply with audiences.

At the core of these visuals lies storytelling that appeals to emotions – driving brands to evoke feelings associated with their products and services. Consumers, particularly in the Asia-Pacific region, increasingly look for a blend of aspiration and relatable daily experiences in visual content.

Industry-Specific Nuances in Visual Trends

While there are common visual trends across various sectors, industry-specific nuances also arise. For instance, the technology sector leans towards energetic and forward-thinking visuals that portray innovation and connection. Conversely, the consumer goods (CPG) sector seeks lively and playful visuals, while healthcare emphasizes compassion and reassurance, and finance focuses on empowerment and confidence.

These subtle distinctions are critical for brands to connect authentically with their audience, adjusting their visual presentations to fit the overall sentiment of their respective industries.

Building Consumer Trust through Visuals

Two pressing themes greatly impacting consumers today are wellness and sustainability. The report indicates that while 50% of global consumers express anxiety about the future, this figure rises to 80% in Japan. However, an overwhelming 92% believe in the importance of taking care of their physical and mental well-being, leading to the conclusion that portraying daily life joyfully can significantly enhance consumer sentiments.

Conversely, sustainability remains a priority, with three-quarters of Asian-Pacific consumers wishing to see how companies handle climate and environmental issues through visual content. Alarmingly, only 35% of brands in the custom content landscape currently consider sustainability in their depictions.

Additionally, video content is underutilized despite its potential to boost engagement, with only 16% of custom content requests dedicated to this format. Marketers must explore new ways to leverage video to connect emotionally with consumers and tell compelling stories.

Custom Content Case Study: SOMPO Holdings

In the latter part of the workshop, Adrian Robin Go from SOMPO Holdings shared their experiences with custom content. With a new group CEO set to redefine the company’s purpose and corporate image, they recognized the need for distinctive and engaging media that truly represent their services. Utilizing Getty Images’ custom content services allowed them to easily convey their branding identity while overcoming challenges related to obtaining permissions for traditional media.

Go emphasized the importance of flexibility in visual content creation, noting the value of discovering unexpected yet relevant visuals that resonate with audiences. As SOMPO plans to enhance its corporate video and campaign presentations, they are committed to showcasing their initiatives and the value they bring to society.

The "Brand Connect Vol. 2" workshop was a vital opportunity for professionals in marketing and communications to connect, share ideas, and explore the evolving landscape of visual branding through expert insights and collaborative discussions.

Event Overview

• - Date: November 13, 2023
• - Time: 15:00 - 18:00 JST
• - Venue: The Prince Gallery Tokyo Kioicho
• - Guest Speaker: Adrian Robin Go, SOMPO Holdings
• - Speakers: Kate Luke, Getty Images; Sana Kishimoto, Getty Images

About Getty Images

Getty Images is a premier visual content creator and marketplace, offering a vast array of content solutions to meet global needs. With partnerships alongside over 600,000 creators and 360+ content partners, Getty Images provides stunning visuals for various brands and organizations around the world. Their commitment to empowering creativity through high-quality content makes them a go-to resource for marketers and content creators alike.