Back to the drawing board…

With recent studies showing that creativity is the most integral aspect of an advertisement, are we, as an industry focusing too much on digital data instead of creative data?

The 2020s are predicted to be the decade that creative data dominates the industry. So, should we be digging out our Blue Peter badges anytime soon? Well, award-winning visionary campaigns have proven to be 27% more effective than those that aren’t, with “creative quality” determining 75% of an ad’s impact.

Adobe’s 2020 trends report follows suit, highlighting its predictions on styles and how the world of marketing could begin to incorporate them into ads and campaigns. The predictions span across multiple media: design, motion and visual. This gives brands an idea of what direction they should be looking to take in the next decade.

Back to the future?

Would it be fair to celebrate the return of the New Twenties without a resurgence of the Art Deco movement of the past?

Adobe has predicted that Art Deco, enhanced with a futuristic edge, is making a comeback. Its textures and surfaces are being used to suggest eco-friendly, natural connotations – as a subtle nod to political topics, such as climate change.

Nami Berglund, curator for Behance, suggests: ‘the softer, quieter colors may be a byproduct of the pervasive effects of social media on our lives, as more people purposefully blur the lines between public and private life’.

While Adobe states that its predictions are based upon reviewing top searches, colours, fonts, designs and projects that artists have made on Creative Cloud, Adobe Stock and Behance. Pairing aspects of this movement with other trends, such as the semi-surreal movement, encourages audiences to ‘take a second look’, a clever engagement technique, especially on social media. Design and creative freedom remain integral to leaving our audiences with a long-lasting impression.

Emotional content

In the past year, there has been a noticeable change in more inclusive marketing, moving away from the bracket of 18-25 year olds we usually see in ad campaigns to appease a younger audience. Just look at beauty advertising, which is consciously redefining age and beauty standards by using a larger demographic, including more exposure to different body and skin types.

Brands have also been leaning more towards real emotions in advertising, rather than the typical staged stock images we have become all too familiar with. Creating emotive content will give your brand the edge as it is proven to be more appealing and relatable to audiences.

We use social media for a number of our construction clients to take audiences on a journey through the lifespan of a development – from planning to completion. Our aim is to invoke an emotional connection to the content. The advent of motion trends, such as movement response, could create an interesting visual representation of construction journeys that appeals to numerous target audiences.

Creating zeitgeist social advertisements on platforms such as Instagram, helps to produce more engagement with your audience and keeps them interacting with your content for longer. In fact, according to Hubspot, 32% of marketers agree that visual content is the most vital form of engagement for their business.

Perhaps, it’s time for the communication industries to embrace creative data to move our audiences, not just reach them?

Lucy O’Connell, Junior Content Producer