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All Ages Welcome Rather than being portrayed as slowing down or needing help, older subjects in advertisements will be represented as “attractive, productive and in their prime.” “Until recently, older subjects were typically portrayed in terms of needing help and slowing down. Even ‘active’ representations of folks over 50 tended to be patronizing or condescending—think frail, little old ladies dutifully power-walking in ads for hospitals or financial institutions,” Milis wrote in Adobe’s blog post summarizing the 2020 trends. “That’s changed, in a big way.” Milis wrote that “every major industry from finance and banking to travel and healthcare has gotten the message that older people expect more authentic representation of their lives and aspirations.” Express Yourself People in 2020 will increasingly demand that brands, politicians and other public figures be authentic, raw, honest and reflective of the diversity in culture. “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,” Milis wrote. “This trend is our way of describing the prevalent, new, visual form of ‘inclusivity.'” Makeup Is Not a Mask Personal style is no longer about trying to attain a linear ideal standard of beauty. In 2020, it’s about “breaking all the established rules of beauty in pursuit of authentic self-expression,” Adobe said. “Contemporary grooming focuses on celebrating a person’s unique looks and style,” Milis wrote in the blog post, “and colour appears in expressive, artistic and inclusive ways.” From Me to We Mainly led by Gen Z and millennials, people will come together more than ever in 2020 to meaningful lifestyle choices” will resonate best. support causes, which is why images “presenting a strong sense of community and “When it comes to visual imagery,” Milis’ blog post said, “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.” The trends are multifaceted, because, as Milis pointed out, visuals need to operate on more than one level. “Creative professionals need to work with topics the speak to viewers’ identities and interests as well as simultaneously knowing which kinds of images capture customer attention and successfully communicate their messaging,” Milis said. Source: Ad Week Read the full article

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