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 pulse of the nation.
In the second of a series, Jo Astles, agent for Bright Greetings & Gifts shares what she feels will be driving our design tastes and highlights a trio of trends.
Drivers: “2021 saw some huge shifts in society, our mindsets, and the way we live and work. People have become increasingly community-minded and self-aware, and as always, we’re seeing these changes have a big influence in the greeting card sector.
Looking forward to 2022, the biggest trends will centre on increased awareness; self-awareness of our wellness, health and mental health; awareness of our planet and our impact on it; awareness of opportunities and not holding back on the possibility of adventure in the future.”
Jo’s trio of trends…
Looking Inwards: “There will be a shift away from self-indulgence and surface luxuries; we’re seeing less desire for champagne and chandeliers, and more demand for plants and pilates. With the increasing understanding that mental health is health, consumers are looking for cards that depict positive messages and self-expression. The take on this trend can be sincere (think deep connections and honest emotions portrayed without cynicism) or they can be tongue-in-cheek (think millennial plant-mothers and wry jokes about hot yoga). Either way, 2022 is all about being in tune with yourself – mind, body and soul.”
Travel and escapism: “Even as the pandemic rolls on, people are getting more used to the idea of getting back out into the world. While 2021 was the year of the staycation, I predict that in 2022, despite potential travel restrictions, people will be searching for ways to escape on adventures, both home and abroad. We’ll see more and more travel themes cropping up in artwork, with designs featuring distant lands, scenic views and visually appealing voyages. However, this desire to escape is tempered by people’s increased awareness of the environmental impact of travel; like last year sustainability is still on consumers’ minds, and travel artwork will reflect this – no luxury jets please! We’re developing gorgeous illustrations of campervan adventures, backpacking escapes and botanical breaks.”
Bold and Bright: “From fashion to home décor, people are looking for a colour kick in 2022, leaning towards electric hues, candy sprinkles and rainbow shades. This year is all about standing out and making a statement with bold graphics and a strong retro feel; nurture your nostalgia for the 70s, 80s and 90s when picking designs that inject a dopamine hit of bold colour.”
Top: A portion of a Jane Newland design (represented by Bright).
