While visiting NYC for the expo I met Karen DSilva, a former founding partner at Spark Visual Research and current creative consultant. At the Sony party she was telling me about a talk she gave at ShootNYC on trending and how to harness the power of societal trends to get your photography to connect. Now, I tell a lot of people that making a connection to someone with your photography is a lot less linear than they think, but I’ll admit I was a little nonplussed at the buzz-y sounding idea behind trending. Well, her talk has spawned a workshop and considering her pedigree (creative depts at Photonica, Getty and Image Bank) I asked her to explain it further. After reading her explanation, I have to say, this sound pretty awesome for the right person:
We live in a world where we are constantly bombarded with images (television, books, internet, newspapers, packaging, billboards…) so the million dollar question now becomes, how do you get your images to stick? The secret to creating an image that resonates is simple, your images need to connect with people. When an image connects, it is because your image holds meaning for the viewer. Maybe there is an emotional connection or your image provides inspiration, or possibly it makes them feel empowered. Decoding our society is all about understanding how it evolves and what makes people tick. How do we do this? Two words, understanding trends.
Trending is about making sense of people, their behavior, needs, and mind set. It is about the direction in which something is moving. When we experience a shift or change in the way we live as a community, that reaction is a trend being born. For the last few years, life quite frankly has been a little scary. War, terrorism, foreclosures, and unemployment, need I say more? As a society we push back by craving something safe, something comforting. What gives us a sense of security? Historically, safe + comforting + security = tradition (the ultimate comfort zone). In the marketplace, we refer to this trend as HERITAGE. Heritage is thick wool sweaters, tweed, beards, old fashion barbershops, curves, artisan food, suits, and smart looking hats. It’s old world quality and time honored tradition. Heritage gives us a sense of identity, timeless elegance, and a soulful spirit.
Now, going back to getting your images to stick. As a photographer, when you tap into a trend like Heritage, you’re adding relevance to your image. Of course, the next question becomes how does one apply heritage to your images? First of all, it’s a lot easier to recognize a trend and even discuss the effects of a trend than actually incorporating the trend into your work. In order for it to be meaningful, the trend needs to complement your aesthetic and take into consideration the stories within your work. A true connection is made when an image embraces the spirit of the trend, rather than just adding a trend wash. Mixing in the trend of Heritage into your work, can add a modern marketplace vernacular to your images. Bottom line, it’s that extra something. The old “I’ll know it when I see it” client answer to the eternal question “what are you looking for?”
So, on December 6th (with the support of APA), myself and 2 other trenders are hosting our first trending, brainstorming, workshop extravaganza. The aim is to download our photographer audience on the trends of Heritage, Transparency, and Cinematic. We’ll break up into small groups and walk through different stations designed to make you apply these trends to your work. This is going to be about thinking outside the box, collaborating together, being creative, and just plain having fun. Go here for more information: