Adobe Stock’s 2020 Creative Trends: Challenge the Expected
Each year, the Adobe Stock team pores over data and signals from Adobe users, influencers, search, research reports, global news, emerging fine art and fashion runways, so we can report insights of where we see the year ahead unfolding creatively. This year, we’re going further: for 2020, we’re excited to reveal not just four Visual Trends, but accompanying Motion Trends and Design Trends, too.
As part of the Adobe family, we know creativity spans many perspectives, mediums, and skills. That’s why we’re so excited to venture with you into this year’s trends, expanding from photography, illustration and vectors to the worlds of motion graphics, cinematography, graphic design, and the world of 3D renders and immersive experiences.
As culture becomes a globalised space thanks in large part to the common language of internet culture, mainstream visual fluency continues to grow in sophistication. Creative skill sets are keeping pace with the readiness of applications that help us fluently translate our ideas into reality.
Consumers are pushing brands to keep up with an ever-widening world of aesthetic shifts. Beyond trends, there’s a growing need to deeply connect to larger cultural, economic, and social movements through a variety of industries. No trend exists in a vacuum; every trend is connected with a multitude of references and micro-cultures, all fostered online.
We present these trends to help you stay ahead of the mainstream, plan your next campaign, or inspire your biggest project yet. Here’s a look at our four top visual trends for 2020.
The 2020 Visual Trends
All Ages Welcome
Staying relevant at any age is the new normal. By 2020, the number of people aged 60 or older will outnumber children under 5 years old, according to the World Health Organization. Thanks to advances in health and a more interconnected world referencing the same inspiration, mature audiences are not only active, but relevant social figures and inspiration, proving age is nothing but a number.
The stock industry sometimes has some catching up to do when it comes to presenting imagery that empowers people on a personal level (as opposed to just checking a “diversity” box). Until recently, older audiences have often been portrayed in terms of “needing help” and “slowing down”—but not anymore. The older, more sophisticated, and financially stable we become, the more we’re exploring and experiencing the world in inspiring ways.
This expansion of focus from youth-centric (18-35 years old) to wider audiences is a positive sign across every major industry, from finance and banking to travel, health, and sports. Those expanding industries have begun to realise the importance of representing mature crowds as relevant figures, full of unique, vibrant, high-energy people.
The new imagery around age aims to construct visual narratives around how vital their lifestyles continue to be. We’re thrilled to see industries which haven’t always spoken to a wide range of ages—like fashion, beauty and wellness—now acknowledging the vibrancy of varying experiences and audiences in those age ranges.
Express Yourself
Left: TONL / Adobe Stock Right: Sarah Alice Rabbit / Adobe Stock
Thanks to social media, people are more public and open than ever when it comes to expressing their feelings. Humans needing to share a full, honest range of raw emotions is now mainstream.
In the market, we’ve seen that consumers are eager to see themselves represented authentically. That’s not new this year—it continues a trend we’ve observed for the last several years, and it shows no sign of slowing down. If anything, the demand for imagery that represents all the diverse facets of humanity and the realities of modern life has grown significantly stronger, and mainstream conversations about the meaning of diversity and inclusion have gained a new level of sophistication.
With Express Yourself, we’re focusing on the way people around the world are sharing more of their raw, honest life experiences online and in public—and demanding the same from brands, politicians, and other public figures. This trend is our way of describing the prevalent, new, visual form of “inclusivity.”
Makeup is Not a Mask
Cosmetics have historically been applied as a “mask” in an effort to attain a limited ideal of beauty. Today, people aren’t so interested in that. Instead, contemporary grooming focuses on celebrating a person’s unique looks and style, and colour appears in expressive, artistic, and inclusive ways.
Culturally, we’re seeing a new understanding of what it means to be a human being and what it means to connect, not just to other people but to yourself. More than ever, the current generation of consumers is showing an interest in recognising genuine feelings and celebrating unique personal histories.
In beauty, that extends to cosmetics now being offered in a wider range of shades, with top brands like Glossier, Sephora, and Fenty Beauty embracing all ages, skin types, skin tones, natural eyebrows, and more. Beyond just looking at skin tones, we’re seeing colour pop up in new ways. Today’s intrepid makeup artists accept no rules about which colour goes where: eyes, lips, brows, body—anything goes.
One of the ways we’re seeing people celebrate the genuine is through expressive reimagining of what “beauty” can be. The use of makeup as a tool for self-exploration and creative experimentation is one facet of that. One spin through Instagram will tell you that today’s makeup is not about “hiding flaws”—it’s about standing out.
In Makeup is Not a Mask, we’re honing in on this trend to describe how today’s personal style is breaking all the established rules of beauty in pursuit of authentic self-expression.
From Me to We
The movement towards people coming together to support causes large and small is scaling. The personal is now highly purposeful, and consumers of all ages are exercising their increasing influence. Though this is often referred to in the media as a Millennial-to-Generation Z phenomenon, this trend truly has no age limit.
Evidence of this trend is all around us. Brand powerhouse Procter & Gamble recently launched a unique new partnership with National Geographic called ACTIVATE. The project is a six-part documentary series, focused on the work of social and environmental activists around the world. P&G describe the series as “highlighting brand citizenship stories” around the world.
Continuing the momentum toward valuing experiences over things, a 2018 Harris study of US millennials found that 78% would rather spend money on a “desirable experience or event over buying something desirable”.
When it comes to visual imagery, brands are finding that images presenting a strong sense of community and meaningful lifestyle choices resonate best, creating a quick connection between companies and conscious customers.
Preview: the 2020 Design Trends
2020 marks our first year releasing trends specifically geared towards the world of design. In partnership with Behance and Adobe Creative Cloud Marketing, we distilled insights from millions of data points to bring you the most relevant design trends. We’ll be releasing a deeper dive into our design trends and motion trends later this year, but here’s a special preview of what’s to come.
Handmade Humanism
Artists craving a natural touch have created an emotionally approachable style that is notable through its simplicity and hand-crafted tone. We look to artful and DIY-influenced elements for a fresh and personal touch in a digital world.
Art Deco Updates
Striking, nostalgic visual elements reminiscent of the bold Art Deco age have been bubbling to the surface. In response to the pervasiveness of sleek, flat, minimal design, vintage styles are being reworked to incorporate futuristic details while retaining their decorative appeal. Geometric patterns, metallic elements, and sleek typography add elegance and elevate brands.
Semi-Surreal
Left: Musicman80 / Adobe Stock Right: Katia / Adobe Stock
Fantastical imagery brings a vibrant new perspective across all mediums. 2020 will show us many artists using new tools and techniques to create the impossible and alter our vision. These visuals inspire curiosity across global audiences.
Modern Gothic
Artists are creating daring dichotomies between analogue and digital elements while experimenting with the dark and dramatic. Futuristic materials, moody lighting, industrial influences, and striking typography make this edgy visual approach seem simultaneously old-world and visionary.
Preview: 2020 Motion Trends
Environmental Documentary
The discussion of climate, based on science and real policy ideas, will be a prominent part of many industries’ narratives in 2020. Brands and programmes will be using a documentary film style to portray the challenges and possible future the world faces due to climate change.
Movement Response
Viewers now expect social media videos with exciting, interactive graphics. This new standard drives increased development of graphics that respond to movement, attracting eyeballs and increasing engagement.
Liquid Abstract
Liquid abstract forms are natural and organic, leading to freely-flowing shapes with powerful curves. This style contrasts with ubiquitous geometric and functional design, creating dynamic and fluid compositions.
Neon Glow
Moving neon elements create a dynamic energy. What began in cinema now appears far beyond the movie screen: today, viewers see these elements in Netflix series, music videos, games, and social videos. Neon in motion assets adds a jolt of energy and glow, creating a retro feel that is simultaneously visionary, fun, and electric.
Don’t miss our in-depth creative trend coverage. We’ll follow up with a deep dive into design and motion trends, and comprehensive explorations into each trend throughout the year. Check back here on the Adobe Creative Connection blog to be sure you don’t miss a thing.