As the stakes for visual content grow, photography shifts from more traditional forms to an honest art form. Photography has become less about providing the audience an artistic ideal to imitate, and more about capturing intimate and honest takes of classic and popular themes. 

From immersive imagery to minimalist composition, and from vibrant colors to natural settings, the trends of photography run the gamut from bold to authentic. However, there is one common denominator that unites this upcoming year’s photography trends: realness. People crave photography that focuses on precise reproductions of the world and our times.

In this article, we will discuss some of the prominent photography trends that brands should be aware of as we navigate through 2020.

HYPERREALISM

Authentic, candid photography has been an evergreen trend for the past few years and shows no signs of disappearing. 

In fact, the demand for authentic photography is so rampant that even professional photographers work to make their photos mimic ones that anyone could’ve taken on their smartphone. As photographers move further from studio-shot images and posed photos that are often associated with commercial photography, they are looking to take a more natural, candid approach to their work. The key to engagement in 2020 will be storytelling — specifically, telling stories of authentic living.

With this strategy, products are being shot as part of everyday scenes rather than standalone subjects, and real people are being captured in real situations. The aim of candid photography is to take spur-of-the-moment, sincere shots. You will also begin to see photos without unnecessary props, artificial lighting, and excessive digital retouching.

MOVE TO MOBILE 

As hard as it is to believe, the orientation of photos can actually be a trend. 

Think about it: if you were to ask people how they consume their media, a majority of them would probably say they use their mobile device. After all, it’s hard to fight the convenience of smartphones and the ease of social media networks at our fingertips. To put it in perspective, more than half of all online traffic is from mobile users.

On top of that, technology has advanced so much that you no longer need a DSLR to take high quality photographs. The use of smartphones and mirrorless cameras has increased as these devices are smaller, more portable, and just as capable of capturing fantastic images.

As mediums shift to accommodate mobile interfaces, photography has to adapt as well. Because screen space is limited, photography has become more compact, and the trend of vertical imagery is on the rise. While vertical photography was rooted in the invention of Instagram stories and Snapchat photography, it has begun to spread among the confinements of social media. 

SELF-EXPRESSION

2020 may bring self-expression to a new intensity. Stock photography company Storyblocks noted an increase in searches for overlays, scribbles, and hand-drawn elements.

This self-expression trend also encompasses a greater use of vibrant colors. Muted colors once dominated the world of photography, but vibrance and saturation are making a big comeback as a photography trend this year. 

Each year, Shutterstock analyzes billions of pixel data from image downloads and releases a Color Trends report to show which colors had the greatest growth from the previous year. It’s no surprise that the top three colors are incredibly expressive, enticing, and bold: Lush Lava, Aqua Menthe, and Phantom Blue. The words luminous and glow were also top-trending keywords, hinting that neon-themed imagery and filters will be very popular. 

DIVERSITY AND INCLUSION

Tying in closely to the demand for more authentic imagery, photography that ends stigma is also a growing trend. 

While representing diversity has long been a brand standard for most companies, the trend is going further to represent topics like mental health, racial issues, and social injustice. Mental health is one of the largest health trends coming into 2020, so reframing this subject will be a goal for many brands. In fact, Adobe Stock saw a 40% increase in searches related to mental health, with topics like meditation up by 93% and addiction by 75%.

One trend that will be particularly prevalent in 2020 is the photographic depiction of older generations. As baby boomers make up a massive chunk of the population, it is extremely important that brands accurately represent this social majority through their marketing efforts. Companies that portray older generations as vibrant and full of life will appeal to this extremely powerful demographic. 

Adobe Stock is seeing more downloads of photos that represent older generations in a more authentic light rather than as frail and elderly. Other aging concepts like active lifestyle, healthcare, finances, housing, family, goods, and services will become more and more popular.

In addition, people are also craving new takes on stereotypical themes, like body positivity, feminism, and diversity in the workplace. With the rise of awareness in flexible working schedules and women entrepreneurship, terms like ‘momtrepreneur’ are becoming increasingly popular. Inspirational and empowering imagery surrounding these themes will continue to captivate consumers in 2020.

IMMERSIVE SHOTS

While 360-degree photography, or panoramic photography, is still in its infancy, it is a fast-growing trend that many businesses are looking to adopt. 

Panoramic photography also ties in closely to the authenticity trend as it helps bridge the gap between photography and reality. Because of its wide format, 360-degree photography allows brands to showcase real world landscapes from the perspective that a human would view them. While it has been extremely common in portraying stunning landscapes, panoramic photography is also gaining popularity in the e-commerce world. 

Providing consumers a 360-degree view of a product offers them an experience that more closely resembles that of a brick and mortar store. Unlike static, two-dimensional shots, 360-degree photography allows consumers to see more details, angles, and qualities of a product. It also can increases a consumer’s dwell time on your webpage and reduce product return rate.

MINIMALIST, MONOCHROMATIC LAYOUTS

Going minimalist is an especially prolific trend when it comes to product photography — it puts much more focus on the product with a high-contrast, minimal design. 

Negative space often dominates in minimalistic photos, and it will see an increased demand in stock photography this year. In addition, any colors are often used at a minimum to prevent distractions. With the potential clutter subtracted, clean layouts present a refreshing alternative to busy, bustling shots.

Similarly, monochromatic photography — a type of photography with varying tones, shades, and tints of a single base hue — is a great way to simplify photos and evoke certain emotions. While black-and-white and sepia are two commonly-used monochromatic color schemes, more vibrant color schemes have been used for years in marketing. While a monochromatic photo with golden tones conveys warmth, one with blue tones often conveys serenity because the color blue is associated with natural elements like water or sky.

So, how do you shoot monochromatic photography? Venture out into the man-made world, and you can find monochromatic scenes everywhere. Play around with different textures, light, and composition to capture your desired shot. But as an alternative,  you can produce monochromatic photography in the editing process with tools like Photoshop and Lightroom.

RETRO NOSTALGIA

We’ve seen the visual style of one particular decade resurface now and again, but the 2020 trend hinges on a notion that “anything old is new.” Vintage is making a comeback

From sepia-tinted filters to yellow vignettes, retro photography can evoke fond emotions about the past for your audience. It’s not uncommon to see intentionally blurred photos these days, or a focus on the background rather than the primary subject of the photo. Composition also plays a large role in retro photography. Forget the Golden Rule and Rule of Thirds, and focus more on classic compositions with very clear vertical and horizontal axes.

According to Shutterstock, other elements that are coming back in style are ornate geometric shapes, elegant color palettes, and Art Deco elements.

LOVE FOR NATURE

Outdoor sceneries will be one of the biggest photography trends in 2020 across all genres. 

Photographers are starting to embrace scenery as a subject, rather than just a setting or a background that enhances the subjects. While more people are living in cities now than in any other point in history, this urban confinement seems to be driving people’s interest in the great outdoors. Outdoor adventure has been growing in popularity as both a hobby and a visual subject. 

As ecological awareness grows, there will also be a similar increase in photos that depict environmental themes, like endangered species and climate change. People are also becoming more conscious of sustainability and crave photography that helps bridge the gap between humans and wildlife.

Capturing natural elements also helps brands connect to ideas like spirituality, wellness, and sustainability, which most people perceive favorably. Overall, there is a marked interest in photos that celebrate nature and exhibit any correlation to natural elements.

EXREMELY ZOOMED-IN AND ZOOMED-OUT

This year’s photography will focus on zoomed in shots that show the finest details, as well as aerial shots that allow us to capture perspectives from as high as 400 feet while remaining at ground level.

If you aren’t aware, macro photography involves capturing small objects and making them appear larger-than-life. This type of photography has gained popularity with its emphasis on detail, pattern, and texture. Despite what it sounds like, macro photography isn’t just ordinary close-up photography. With themes concentrating on nature, insects and animals, macro photography appeals to the human eye by magnifying unique subjects.

On the other side of the spectrum, aerial photography has become very prevalent in recent years. With the rise of drone availability, it is easier than ever to capture broad shots of the world beneath us. Photographers and videographers all over the world use drones for wedding photography, artistic photography, and commercial work.

CONCLUSION

While there are many trends that will define brand photography for 2020, they share quite a few commonalities. From a renewed focus on nature to a focus on empowerment and individuality, the photography this coming year will be authentic, candid, and fully transparent. Photography will focus less on unique stylistic trends and more on driving major social conversations.