Art Licensing: Cultural Drivers for 2023

Maximalism, bold colours, strong solidarity, thoughtfulness, dreamy nostalgia and calming nature are just some of the trends predicted by some leading artists agencies and picture libraries over the coming year. LSB serves up a smorgasbord of what these experienced aesthetic bellwethers cite as the cultural drivers of our creative tastes for 2023.

Feast for

Left: Paul Thurlby’s new escapism images feature beaches and sunshine (represented by Yellow House Art Licensing). Below: Sue Bateman.

the eyes

Sue Bateman, director, Yellow House Art Licensing

Sue’s trio of design trends are… Strong Bold Colours

“Customers will be looking for joy in bright colours, something that will distract from the gloomy political situation. The Pantone colour for the year is Viva Magenta - warm, vibrant but natural. We will also be looking for escapism in subject matter as well as colour palette.”

Hand-crafted

“As our lives become more governed by tech, the more clients will want to explore the work of hand-painted/crafted art. It will also be important that the art has been created by a named artist. The techniques involved will be celebrated. The feel of the stock and how it works with the image will be more important as cellowrap is gradually discontinued.”

Calming Nature

“For something a little more calming, customers will be looking for designs that show a direct link to nature. The themes are of animals, birds, wildlife and landscape. The colour palette is restful and calming.”

Hannah Curtis, md, Creative Sparrow UK

Hannah’s trio of design trends are… Uplifting

“Social stationery is a beautiful way to share uplifting messages which are needed more than ever in the postCovid world of perma-crisis. Bold typography mixed with vibrant colours make this theme really joyous. Designs share reaffirming messages of hope and positivity, with their use of handlettered typography and vibrant hues within a complementing palette.”

Above: Hannah Curtis. Below: An Erin Donohoe design that epitomises the solidarity trend (represented by Creative Sparrow).

Solidarity

“With so many political and social issues affecting our thought processes there is a real wave of ‘I stand with…’. Standing up in solidarity with people, rights, movements and making sure there is a collective voice that will not be silenced is important. Design will see anything from the obvious to the symbolic showing the mutual support especially with individuals with a common interest.”

Reflective

“We have had so much to reflect upon in recent years and as we officially enter this new Carolean era we not only celebrate the new and changed world, but reflect on the past. But this trend is not a dreamy-eyed nostalgia but something more meaningful. We will see beautiful imagery characterised by deep thought for those who want to send a clear message of thoughtfulness.”

Bhavi Patel, art licensing manager and Amanda Hendon, global manager, Advocate Art

Bhavi’s and Amanda’s trio of design trends are… Retro Basics

“This theme sees colour palettes stripped back as we focus on softer, pastel, earthly tones. The Retro

Basics trend draws focus on nostalgic patterns, icons and fonts, which also offers the opportunities to celebrate cultural references. Inspired by the classics, such as William Morris and Van Gogh, this theme brings traditional painterly styles and floral details into more modern motifs across woodland creatures, secret gardens, royal aspects and even pop culture. This theme oozes charm as it introduces new techniques and palettes to original icons and their characteristics.”

Shine Bright

Above: An elaborate design by Jaime Cromer (represented by Advocate Art). Left (above and below): Bhavi Patel and Amanda Hendon.

“Shine Bright screams positivity with its bright palettes, bold shapes and patchwork and cottagecore patterns. Inspired by motifs from sea creatures, jungle animals, simplistic animal forms, bumble bees, rainbows, fruit and icons with smiley faces, they combine with witty pick-me-ups and a play on words, resulting in a perfect match to uplift the mood. Its limited colours create a modern, minimalistic look making this trend appeal to both the younger and older markets.”

Silk Road

“Silk Road is equal parts luxurious and decadent. From regal big cats and tropical birds to rustic renaissance gardens, it's the smell of night blooming jasmine, the warmth of an expertly brewed pot of tea, the feeling of petting the softest kitten, and the visual feast of an ornate Persian rug. Bright colours (particularly rich pinks), unique icons and fanciful details bring this trend to life.”

Jo Astles, greetings and gift agent, The Bright Agency

Jo’s trio of design trends are… Mental Health

“Mental wellbeing continues to be a focus; consumers are wanting to see this expressed in design and become normalised. Cards that include words of affirmations and peaceful scenes are increasingly popular. Spirituality takes front stage too with more and more people considering astrology and tarot cards as direction for their peace of mind.”

Left: Jo Astles.

Bold Maximalism

“Cards that have strong, bold designs and colour palettes reflect the challenges we’re facing each day, and the type of attitude we’ll need in the coming year. Bright and colourful patterns that invoke inclusivity and individuality are on the rise. Maximalism is what the people want, cards packed full showing aspirational large family gatherings and drinks overflowing, whether embellished or foiled, as long as it shines.”

Small Occasions

Right: This Bea Muller design lends itself to marking smaller life events.

“Although ‘big holidays’ are important, we are beginning to see a rise in ‘mini occasions’. Regardless of your love language, people love a reason to give and receive gifts. We’re constantly looking for ways to celebrate smaller moments in life such as Galentine’s, pet birthdays and more.”