In an effort to help its photographers shoot the imagery demanded by image buyers Image Source’s trend monitoring team, ISM, have published a report on its
photographer resource blog IMSO, that examines the concepts portrayed in recent family imagery. In the process of preparing this report Image Source analyzed changes in the buying patterns or its customers, and researched a wide range of media and customer needs.
Family is a powerful tool in advertising. Recent surveys by CNN Money, Allianz Insurance and Oregon State University have revealed that people are developing stronger perceptions, connections and associations towards family life and belonging to a family group. Consequently, family imagery is increasingly being used in advertising in an attempt to transfer these strong feelings towards brands.
It’s not just the fact that more brands are using family imagery in their marketing, but the way family is being portrayed that has also changed. The stereotypical ‘perfect’ family no longer exists. The modern family images in demand are more authentic, show diversity and are easier to relate to.
“The point is that the public at large are getting used to seeing more diverse kinds of family portraiture which reflects the emotional bumpiness of family life”, said John O’Reilly, ISM and IMSO Editor. Examples of companies that have adopted this modern approach include IKEA and J. C. Penney. They have recently published adverts featuring gay couples, single parents, mixed ethnicities and age groups.
The full
Family report is available on Image Source’s photographer resource blog. Also on the blog you’ll find an article on new trends in
Industrial Imagery and how one company is using Instagram to promote its brand. In addition you’ll find a link to a Fast Company article on trends in
Business Imagery.