After analysing the trending keyword searches by Shutterstock’s creative community, we were encouraged by the positivity, originality, and resilience they displayed throughout the remarkable year that was 2020.

Our 2021 Creative Trends Report is centred around individuality, imperfection, authenticity, and escapism. Despite the obstacles we were forced to navigate, and the uncertainty we faced, there was no shortage of creativity and innovation over the past year. These trends, gleaned from billions of keyword searches by our users, lay the foundation for the content we can expect to see within creative content across all sectors, and both B2B and B2C marketing in the year ahead.

It seems appropriate that this, our 10^th consecutive annual report, is perhaps the most meaningful to date. The world we are living in now is extraordinarily different to where we were a year ago. For many marketers, it has been a challenge understanding how to adapt and repurpose creative content to remain authentic and relevant to the times.

We have all learnt a tremendous amount by listening to and watching each other’s work. We have been inspired by the way communities have come together in solidarity, proving that we truly are stronger, together.

In this year’s data-led trends, we hope to continue to inspire creativity as we navigate the ever-changing environment. To help you on your way, we’ve identified specific graphic, photography, footage and music trends, as well as the one to watch.

Authenticity is key 

Photography has always been a powerful medium. However, it has gained a new sense of importance and necessity this year, where people have witnessed the phenomena of 2020 through camera lenses whilst stuck at home.

Due to the events that unfolded in 2020, and most prominently the Black Lives Matter movement shaping national conversations following the tragic death of George Floyd, we saw a heightened demand for inclusion and representation. Searches such as ‘non-binary’, seeing a 2,300% rise, and ‘authentic people’ trended upward, giving way to one of our photography trends: Identity Unfiltered.

Our 2019 Diversity Report found that 62% of UK marketers agree it is important to support gender fluidity through their marketing campaigns. Gucci’s launch of its non-binary collection last year is an encouraging example of the creative, authentic direction many brands are now taking.

Representing the identity spectrum in your brand’s campaigns will significantly impact your business’s success. Nearly two-thirds of consumers are likely to make an immediate purchase with a brand after seeing an advert they consider to be diverse, and data from GLAAD estimates that 12% of millennials consider themselves gender nonconforming. Consumers are looking to engage with brands that are authentic and truly represent themselves.

DIY creative resourcefulness

In the face of a global lockdown, the world turned to DIY activities to decompress and express themselves in the confinement of their homes. We saw culture influence art, as people posted videos on social media tie dying clothes, and painting inkscapes on canvases, resulting in searches for these in digital formats. We expect inkscapes (‘alcohol ink’ has risen in search by 381%), tie dye patterns, already seeing a 2,404% increase in searches over the last 12 months, and twisting, surreal line portraiture, ‘face line art’ is up 536% on the year before, to continue to increase in popularity, as we see a surge of imperfections, fantasy and distinctive flair among textures, backgrounds, and illustrations within our collection.

Tie dye became the unofficial quarantine fashion in 2020. Its uplifting colours, broadcasting peace and love, and its affordable do-it-yourself nature encouraged the masses to get creative. With everyone playing their part at home, it was unsurprising that professionals soon joined in. Look no further than Aniye By, TOGA, Gabriela Hearst and Collina Strada’s tie dye collections.

These popular graphic trends speak volumes about the resourcefulness of the creative community. Use these patterns in your marketing to showcase individuality and a unique point of view; no two tie dye patterns or inkscapes will ever be the same.

Keep it playful

In all areas of this year’s report, we have seen trends arise that steer us away from the seriousness of 2020.

Eccentric animation stems from creatives embracing more playful styles, and motion graphics that are whimsical, with the term experiencing a monumental 13,572% search surge, and fun. This trend provides a lively, splashy and colourful outlet that doesn’t require a crew to produce, an added bonus with lockdown restrictions limiting aspects of production.

We’ve also seen a rise in tracks featuring strings, from the rippling notes of a classic cantata to the electrifying, hair-raising sounds of an eclectic spiccato, and uplifting and playful songs with sweeping crescendos and vivacious beats. Whatever your preference, both genres of music will inspire all the feels. 

As much as it is key to portray authenticity in marketing, consumers also need respite. Incorporating animation and sounds that evoke happiness and fun, sharing a reminder of the good times, will provide some welcomed escapism.

These trends give us hope for a bright and bold creative future. The trends ground us in what is truly important when it comes to creativity: inclusion, authenticity, solidarity and escapism.

We’re excited to see how creatives adopt these trends in their work throughout 2021, and the impact they will have on brands and the consumers they reach.