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 PG Buzz series, Jehane Boden-Spiers, managing director of Jehane shares what she feels will be driving our design tastes and highlights a trio of trends.
Drivers: “This time last year my only reference point for the word ‘pandemic’ related to a fiendishly challenging board game. Our world has changed more than we could ever have imagined. Our very real need to feel connected will significantly impact design trends. The current global situation is driving trends towards increasingly uplifting and meaningful imagery. Our lack of movement, and potential ability to move again, will see a revival in travel and journey-themed artwork. I also think we will see a continued shift towards work which supports nature, learning, and an increased social responsibility. The impact of Black Lives Matter (BLM) is raising awareness to increase diversity within our visual world. That said, it doesn’t feel right to express this as a theme in relation to trends. Indeed, the importance of cultural change is a shift that we need to see happen on an everyday, permanent basis.”
Trio of trends…
Urban Garden: “Nature’s balm has never been more strongly felt than now. Following on from the popularity of the homegrown trend of growing our own food, there will be an increased shift towards depicting gardens in urban environments. Spending an increased amount of our time in our homes and our gardens will continue as a key trend in 2021. The trend of Urban Garden provides opportunities to enrich audiences young and old. This is a trend I have already encouraged my own artists to embrace in preparation for 2021/2022 and we have already seen a positive response from licensees. This trend makes me reflect on Jenny Uglow’s words: ‘we might think that we are nurturing our garden but of course it is our garden that is nurturing us‘.”
Relatable: “In extraordinary times we look for deeper connections. The many months we have spent at home are not only having an impact on how we relate to each other but also on design trends. Our desire to relate is ever more heightened by the many hours we have spent online. Relatable illustrations, which reflect everyday experiences will be increasingly popular. The simple pleasure of taking time to wrap a gift, taking a selfie, or the act of sitting quietly to read a book. The sense of shared experiences is reassuring in these isolated times. My Canadian artist Meghann Rader writes: “Sharing relatable stories through imagery allows for greater human connection, especially in a time when we are experiencing so little of that in our daily lives. It reminds us that we aren’t alone in the mundane or silly things we find ourselves doing throughout the day and it reassures us that those things are worthy, important and maybe even inspiring.” The term ‘relatable’ is in itself a modern trend. The touchy-feely use of turning the verb ‘to relate to’ into a slightly odd adjective took off in the ‘60s at which point the adjective form ‘relatable’ also made its appearance. I have a feeling it’s here to stay.”
Around The World: “With the necessary restrictions related to the Covid-19 pandemic in place, design trends will reflect a deeper interest in travel. I predict an increased popularity of artwork featuring maps, different cultures and countries, and famous cities around the world. Travel has long inspired design. Initially in 2020 people were more focused on nesting and how to shelter. As things have evolved, the desire to make our shelters more inspiring has increasingly come into focus. Travel enthusiasts will find creative ways to weave reminiscences of travels into their homes and daily lives. This will include bringing memories, both physical and emotional, of travel experiences into our homes. The attraction of travel and journeys have never been more acute. The good news is, we are beginning to enter a phase of preparation. In 2021, we are mentally getting ready for new ways to experience the world again and travel will play an important part in design trends.”
Top: Fancy a leopard in your urban garden? A design by Caroline Bonne Muller (from Jehane).
