2010 Solution: The Simple
The financial maelstrom that has devastated established organizations and reshuffled the deck of the who’s who of corporate titans, has presented the surviving companies with an all too real dilemma — how to connect with existing and potential customers who have lost confidence in service providers and the capital to acquire those services.
Corporate Americas creative departments have for the most part responded with a collection of concepts that the Getty Images Creative Research Department has identified and aptly titled “The Simple .”
The Simple is the result of sensationalism in publishing that occurred at the tail end of the crash/bailout of both the financial and housing markets. Consumers were bombarded with images insinuating dark days ahead, of breadlines and tent cities, conjuring fears of the dark days of the past. The disengagement of consumers caused by this sensory overload has led the most astute companies to one unified thought — they must restructure their advertising message to reflect the cultural shift. I define this move as a transition from Hi-Tech and luxury to Hi-Touch and people-centric frugality advertising.
Concepts of “The Simple ” [simply put].
1. Unvarnished
- Avoiding the use of verbose copy or embellished art
- Use of “real People” and not the “pretty people”
- Use of organic lighting
2. Immersive- Close cropped images influenced by facebook and flickr reportage aesthetic.
3. Sensory- As a society we are inundated with technology and images associated with the advancement of the human condition. Image that stimulate or speak to any of the 5 senses draw attention to messages that otherwise would go unnoticed.
4. Green = Good- Companies are picking up the green baton in an attempt to convince consumers that they are socially responsible. Being Green is being virtuous, a good citizen.
5. Elemental- Focus on the specific details that offer benefit.
6. Retrospective- “the good old Days”
Use of black and white images, poloroids, celluloid textures, anything that triggers nostalgia and something that lasts.
7. Comforting- Old patterns, familiarity and pets.
8. Recentering- Refocus priorities, People centric
For a more detailed explanation of The Simple, please download the official Getty document here.