Artist agencies are not just a great source of imagery for greeting card publishers, but due to their wide reach into other fields are also an invaluable gauge of design trends and influences on the aesthetic pulse of the nation.
In the fourth of a series, Sue Bateman, founder of Yellow House Art Licensing shares her trend predictions, what she feels will be driving our design tastes and highlights a trio of trends.
Drivers: “We are all still trying to come to terms with the new uncertain world that we live in and so a sense of connection is more important than ever. Sending an actual card achieves that more than any digital communication can ever do. Connection with the artist that created the image itself will also be important. I think we will see more biography notes about the artist on the back of cards.
When choosing a card to send, a customer will be looking for something that will resonate with the recipient – it should reflect their interests, dreams and environment. I think we will find that hobbies will still be important subject matter – be it cooking, gardening, house plants, sport or travel. Diversity will also be important as people want to see their lives reflected in the images and sentiment that feature on the cards.”
Sue’s trio of trends…
Well Crafted: “We will continue to see an interest in crafts brought about by increasing take up of new hobbies and also by an interest in materials, textures and feel of the card. Now so many cards are sold ‘naked’ perhaps the feel is more part of the decision process. This ties in with the eco/green ethos of buying into something that is lasting, hand-crafted and creative.”
The Great Outdoors: “We’ve all had to embrace the great outdoors in the last couple of years and some of us even like it! Themes of interest will be gardening on a personal level and also expansive landscapes, seascapes, images that allow us to dream of escape. This could include travel themes, but the staycation is here to stay, so perhaps UK-based locations will be more popular.”
Colour Pop: “Positive messaging will be what people are looking for. Sentiment will be crucial in that and also bright colourful images to send a cheery message. The current interest in 80s retro will play into this theme with colour palettes that resonate with that decade.”
Top: Some ‘colour pop’ from Gabriela Larios, who is represented by Yellow House.
