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 first of a series, Luci Gosling, head of sales & research for Mary Evans Picture Library shares what she feels will be driving our design tastes and highlights a trio of trends.
Drivers: “The global pandemic has dominated all our lives for almost a year now and it is impossible not to cite this as a major catalyst in driving new ways to communicate and keep in touch. We saw some greeting card clients launching designs as early as spring last year that were a light-hearted take on lockdown, but as the crisis has become more entrenched, it is inevitable it will have a long-term effect on our attitudes and emotions. This will almost certainly in turn influence what kind of cards we send. Museums so often offer cultural touchstones through the exhibitions they run, but over the past year, they have experienced huge difficulties during lockdown, but I think many people are desperate to enjoy and share art, and programmes such as Grayson Perry’s Art Club have certainly witnessed a heightened interest and participation in art and craft. In times of upheaval, nostalgia is a soothing balm, and it’s impossible not to notice the increasing trend for a new kind of nostalgia as those born during the 1970s begin to hit their 50s. We’ve seen it in fashion and interiors, and I think that’s beginning to spill over into card choices too with ’60s and ’70s illustrations becoming really desirable after years in the wilderness.”
Luci shares a trio of trends…
Parties and Hedonism
“There has been some suggestion in the press that, when normal life resumes, the world will experience an elation similar to the post-war years of the 1920s when cocktails, nightclubs and jazz defined the era. We think there will definitely be a hedonistic aspect to card designs too and feel that some of our illustrations and photographs from this period (as well as perhaps the Parisian belle epoque) will be popular. Think posters by Toulouse Lautrec and Jules Cheret, the risque illustrations of Joseph Kuhn-Regnier in La Vie Parisienne, 1920s cabaret programme covers, glamorous types drinking cocktails – and party scenes with LOTS of people. They all suggest a freedom that we can just about glimpse on the horizon right now.”
The Simple Things – Home and Craft
“Conversely, the home has been such a focus of this year, we think that designs that convey this, as well as the associated themes of family, security and peace, will be popular. Art cards with views of cosy, domestic interiors (often with views outside), as well as craft-focused techniques such as linocuts or wood engravings of pets or the British countryside, channel and cherish the more positive aspects of lockdown. We think something like the gorgeous animal illustrations of Cecil Aldin, the heart linocut by Tess Hines, or some of the classic art available from the Medici Society will be just the ticket.”
A New Nostalgia – ’60s and ’70s illustration
“Now that early adopters are decorating their homes in a new tasteful version of the 1970s aesthetic, the nostalgia for the period can be encapsulated by some of the retro card designs we have through the Medici Society. Illustrations that may have seemed ‘naff’ 15 years ago now appear full of period charm and bring back fond childhood memories. We recommend illustrators such as Esme Eve, Sheila Findlay or Gwyneth Mamlok if you’re looking for original and authentic examples of this style. Groovy baby!”
Top: Party Time?! A portion of artwork by Joseph Kuhn-Regnier (1873- 1940) a French illustrator working in Paris. (Mary Evans Picture Library/JohnMaclellan)
