Picture libraries and 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.
In the third of a series, Amy Fitzgerald, agent for Bright Art Licensing shares what she feels will be driving our design tastes and highlights a trio of trends.
Drivers: “After a year that disrupted lives globally, 2021 is looking to be more hopeful. Last year we saw people adjust as the Coronavirus pandemic kept us away from social interaction and forced us to live our lives in an unprecedented way. While these practices are still in place, people seem to have taken stock of what is important in the midst of this chaos; kindness and connection remain key this year, with people celebrating life events in new ways.
Vivid and vibrant rainbow palettes will continue to be popular, as well as natural imagery and an emphasis on sustainability. We will also see a growth in diversity across the industry and the products we create. It is these huge social events and cultural moments that are likely to inform card and stationery trends this year.”
A trio of trends…
Feelgood Colours: “The rainbow motif was adopted as the symbol of hope in 2020, and I think it will continue to dominate in 2021 through bold colour palettes and joyful designs. Designers such as Versace and Christopher John Rogers are embracing mood-boosting prints and stripes in their Spring/Summer 2021 collections and I believe this kaleidoscopic trend will feature strongly across both cards and stationery.”
Elements of Nature: “Having spent the majority of last year indoors, people are more desperate than ever for a connection to the outside world. I believe we will see a growing interest in imagery inspired by nature. This trend could manifest itself in leafy patterns and indoor plant illustrations, earthy tones, bold florals or even beautiful exotic vistas as people dream of their next holiday. This trend is also reflected in the drive towards environmentally friendly products like ‘naked cards’ and recyclable packaging.”
Authentic Representation: “2020 shone a spotlight on representation, with watershed moments like the Black Lives Matter protests. Agencies, publishers and retailers are taking steps to ensure their card and stationery offerings better reflects and celebrates the diversity and uniqueness of today’s society. We are already seeing signs of this in new gender-neutral kids’ ranges from Ricicle and Eureka and I believe diverse representation will rightfully continue to grow in 2021.”
Top: Part of a Veronika Kotyk design (from Bright) that reflects an uplifting colour palette.
