As noted in a series of articles published on the Getty Images website last year, publishers and brands are starting to shift away from the stereotypical images that have until now typified what advertisers had constructed as perfection. The investigation into visual trends found that women were increasingly represented in positions of power, same-sex relationships were sometimes used in lieu of straight imagery, older people were appearing with greater regularity and beauty was being given a more flexible definition. Interestingly, the top 20 Getty images that have been downloaded by Kiwis since the beginning of the year also indicate that these international trends are starting to take shape in New Zealand. However, trends don't emerge instantaneously, and this means there were still some more conventional images included on the final list.
Marketing, advertising & media intelligence
Staring at computer screens for extended periods of time has become an inescapable part of living in the digital age, condemning office workers to red eyes and artificial air. Interestingly, rather than attempting to escape the glow of a digital screen after office hours, we substitute our work laptops with mobile phones, smart TVs and tablets in our spare time.
Getty Images takes a look at how online publishers (whether brands or bloggers) can use images to help tell stories that move audiences.
Speaking during the Cannes Lions festival earlier this year, Getty Images founder Jonathan Klein uses a series of iconic images to illustrate the intrinsic potential of an image to move the viewer and how photography can, in fact, play an integral role in shaping the way we see the world.
Richard Newstead, a senior content editor at Getty Images, recently compiled a gallery of his favourite images from the 'Our Moment' collections featured on the website. The result is a varied series of 15 images that gives the viewer a momentary glimpse at colourful cityscapes, blissful dogs, blinding sunrises, re-imaginings of historical landmarks and more.
The #RePicture hashtag was in fullforce at the Cannes Lions 2014. It was Getty Images' way of getting people re-thinking the way they look at the world, to let go of stereotyped visuals that are usually used to describe people and concepts. As Getty Images says, “It has often been said that if we can visualize it, we can create it, including a better world. And we can - using pictures, platforms, and influential channels such as media and advertising to ignite important cultural shifts.”
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
In October last year, Getty Images entered into a partnership with BBC worldwide, which gave the stock image provider exclusive global distribution rights of the BBC Motion Gallery. And now, in an effort to illustrate what this means from a New Zealand perspective, Getty has a compiled a showreel of Kiwi footage that provides a glimpse at the nation’s cultural and historical inheritance.
Although content marketing has become one of the latest buzz phrases uttered at conferences, it has actually been around since 1895, when John Deere started Furrow magazine, a publication dedicated to information for American farmers. Following this in 1932, after seeing value in being associated with well crafted content, Procter and Gamble sponsored a radio programme via one of its soap brands, adding the term soap opera to the vernacular. It's from this historical standpoint that a Getty Images video recently published on YouTube discusses how content marketing has evolved over the years to eventually give us a range of modern applications that that not only contribute to branding but also entertain viewers.
Stock imagery is sometimes criticised for presenting little more than over-used clichés, which offer little in the way of original brand representation. So, in an effort to illustrate that this criticism doesn't apply to its offering, Getty Images has just released a new video montage that showcases the broad range of imagery across its catalogues.
Cavan Huang, an associate creative director at Interbrand in New York, recently published an article on the Getty Images website on the effectiveness of point-of-view videos and how they can be used to tell brand stories.
As part of its strategic insights related to the marketing industry, Getty Images recently released an article by Catherine Toole, the chairman of Sticky Content, that discusses how the increasing popularity of content marketing is making brands look more like publishers.
On 10 February, Getty Images announced that it would be going into a partnership with LeanIn.org, a women’s empowerment not-for-profit founded by Facebook chief operating officer Sheryl Sandberg, which aims to create an online library of imagery that depicts powerful images of women and girls.
Getty Images has released an innovative calendar for 2014 that allocates specific galleries to every day of the year, thereby making it easier for website owners to update their sites with content (and imagery) relevant to a specific day.
Sometimes poignant, sometimes inspirational, the 2013 awards compilation from Getty Images offers a series of snapshots that captures the highs and lows of the human experience in a way that is only possible through the laconic medium of photography. Portraits of animal cruelty, political snapshots, sporting action pics, war photography and eerie juxtapositions appear alongside the more commonly seen photographs of natural wonders, artistic poses and press shots.
The August highlight reel from Getty Images is a visual celebration of creativity, natural beauty and special effects mastery that stands as a testament of the power of the camera lens.