The year 2016 was unpredictable even when we thought we had it figured out. Looking into the New Year, people will be a tad cautious of making predictions, but there are trends that we can expect to make a statement in the New Year.
Wrong political predictions marked 2016. First, there was Brexit, and then there was the U.S. presidential election. Never has the world been so wrong. The news from Syria did not get any better, as the civil war entered its fifth year. We lost a few stars too, among them Prince and George Michael. It was an unsettling year, but that hasn’t stopped the world from hoping for better things ahead.
In light of this, 2017 is likely to be an interesting year from all angles. The world will be watching as new leadership takes over. That aside, we seem to have reached a point of self-awareness as far as the environment is concerned. Collectively, we are only becoming aware of the consequences of years of wrongful living.
Suddenly, the world seems to have a strong desire to make the Earth green again. You have probably heard talk of recycling and up-cycling now more than ever. There is a talk of using cleaner fuel, and countries such as the Netherlands are becoming case studies of what it means to rally behind a greener Earth.
Nutrition wise, 2016 has seen a continued advocacy for healthier lifestyles. More people are aware of their sedentary lifestyles and seem eager to ditch them for active pastimes (we could credit celebrities for this). This trend is likely to continue in 2017 as health groups continue to push the world towards wiser choices. Fitness has never been more fashionable.
In the fashion and style arena, we are likely to see a return to originality. This concept is a follow-up on what we have seen in 2016. People are keen to return to their roots. We have seen an increased interest in natural hair, nude faces, and a burst of colors. The fashion industry is likely to get even more colorful and bold, as we see people expressing themselves fearlessly. Self-awareness has captured the world and no one wants to be left behind.
Technology is not expected to take a break. Actually, we expect some incredible breakthroughs that will make everyday activities easier. At this rate, no one would be surprised if this technology-hungry generation came up with AI technology that runs personal errands. Oh, wait, Mark Zuckerberg already unleashed Jarvis for his home! There is so much in store for the coming year that it can make you antsy with anticipation. Unlike other years, no one can accurately predict how it is going to be, which is part of the charm.
If you have paid attention to photography in 2016, photographers have been retreating to shooting on raw. There is this originality that only comes out on imperfections. The new generation seems interested in cutting out the noise and focusing on only one aspect in the midst of chaos. This method of shooting brings out a creative edge that forces you to stop and take note. We can expect more of this unfiltered work of art in 2017.
Additionally, Getty Images predicts that imagery will be directed on what they call New Naivety. New Naivety uncovers what we previously fought hard to cover. It exposes the imperfections such as chubbiness and freckles. The younger generation is finding ways of expressing themselves with unbridled freedom, which has big business following suit.
Although 2016 has seen the rise of social media from just a social link-up to a place where companies can push their names, there is still no measurable evidence that the traffic driven by likes, followings, and comments translates to sales. Since this type of ROI cannot be measured without a doubt (yet), brand loyalty remains the driving force that gives a definite return. To this end, companies are going to continue their marketing agenda to keep and expand their share of the market.
Branding is more likely to take a visual route than before. We are likely to have colorful packaging with bold lettering that goes beyond how to use the product. As awareness rises, food containers will loudly proclaim what is inside, and there is a high possibility of it being organic.
More brands will show distaste for animal cruelty by showing it on proudly on their labels such as Too Faced and Hourglass. They even carry a vegan line for inclusion. The idea, in 2017, will be to brand the products in such a way that consumers can tell from the get-go what they are buying. Custom brushes and Pantone swatches are some of the tools that will be at the top of the list of programs for graphic artists in 2017.
Color Me Bright
We are swimming in an outburst of color. Photography has come of age and is no longer afraid of breaking the rules. We see image-makers playing with unimaginable combinations to bring out what something ought to be, and not necessarily what the world would expect it to look like.
This burst of boldness is creating an interesting angle at branding and arousing interest. In 2017, we expect to see more of this color scheme, and a campaign that does not conform to the conventional palette.
The world is embracing different body types. In 2016, we saw an influx of self-assured plus size women in magazines, especially the 2016 edition of Sports Illustrated that featured Ashley Graham. Even though she is not an exceptionally big woman, it is good to see the top-rated magazine feature someone who is not a size zero.
In 2017 we will see the continued trend of women boldly showing off their curves. The world is advocating for better diets and active lifestyles to fight obesity. However, a platform is quickly coming up for people with ‘less than perfect’ bodies (have in mind that the average American woman is size 16) to embrace the present as they work for the future. Brands dealing in apparel for full-figured women such as Wacoal and Spanx will get bolder with louder colors and designs that are more daring.
In conclusion, we found that if 2016 was ambitious, then the world hasn’t seen anything yet. The year 2017 will bring even more disruptive events that will change the way we look toward the future.
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