Art Source

Aesthetic

Bellwether Readers

Background image: A Perfect Spot To Swim design by Jane Askey from Yellow House Art Licensing.

The yearn to escape to freedom, the celestial calling, a new sense of balance and sustainable compass reading, all washed down with a dopamine hit of bold colour, are just some of the trends predicted by some leading artists agencies and picture libraries to be reflected in greeting cards over the coming year.

PG serves up a smorgasbord of what these experienced aesthetic bellwethers cite as the cultural drivers of our creative tastes.

Jo Astles, agent for Bright Greetings & Gifts

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 selfexpression. 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 at 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.”

Above left: Jo Astles. Above middle: A Jane Newland design that celebrates sustainable escapism. Left: Positive affirmation in a design by Claire Wilson. Right: Bold graphics with a retro feel from Vanja Kragulj.

Bhavisha Vadgama, art licensing manager of Advocate Art

Bhav shares her trio of trends…

Waikiki Wishes: “Life is good in Waikiki, and why wouldn't it be, when you spend every day in paradise? The smell of hibiscus flowers floats on the breeze, bird calls fill the air, and wherever you go, no one is short of a tropical drink or just coming off the beach, surfboard in tow. Waikiki Wishes is tropical with a Big Island twist; a welcome escape and well deserved break on a sunny, sandy beach. This trend is inspired by the bright, bold and vibrant colours of Hawaii, paired with exotic florals, citrus fruits and coastal vibes. Tropical motifs, such as Palm trees, seashells, hibiscus flowers, surfboards, pineapples and flamboyant drinks are just some of the most trendy icons in the market right now.”

Frosted Mistletoe:

“Imagine a quiet cabin in a boreal setting, smoke slowly rising from the chimney, hinting at the cosy scene inside - a veritable winter wonderland, and the setting for Frosted Mistletoe. The snowy forest outside contains many Arctic animal friends, while the hearth inside has a crackling fire, and the decor a soft, muted palette mirroring the pristine nature outside. Frosted Mistletoe is a theme focusing on the quieter, serene moments of the winter season. This trend is inspired by rustic cabin settings and contemporary botanicals, while still featuring classic icons, such as mistletoe, snow-covered trees, eucalyptus, squirrels, pinecones, cabins, berries, Arctic foxes, pine sprigs, snowy owls, dried florals, wreaths, blown glass ornaments and polar bears. Focusing on more earthy tones and rural textures, this trend celebrates Christmas in the great outdoors, while offering up a more relaxed, peaceful feeling to give you that cosy feeling.”

Celestial Celebrations:

“The night sky has always captured our imaginations, especially when the stars are clear and the air is crisp. With the recent Lunar eclipses, there has been a peak of interest in how the stars are aligned! Celestial Celebrations explores this as well as the light that illuminates the evenings - stars, candles, and moonlight. This astrology-inspired trend celebrates the spiritual world, from planets and constellations to horoscopes, creating that mystical feel. We're seeing more appearances of crescent moons, crowns, angels, stars, ballerinas and princesses, astronomical maps, sunbursts, halos, taper candles and twinkling fairy lights. The colours of this trend are much deeper and richer, inspired by the jewel tones of the night sky - royal blue, gold, silver, purples and pinks, we think this trend will lead to more unisex designs but with an edgy twist for both Christmas and everyday captions.”

Above left: Bhavisha Vadgama. Above middle: A veritable winter wonderland by Natalie Briscoe. Left: A Claire McElfatrick design reflecting the Waikiki Wishes trend. Right: The stars are bright in this Jenny Wren design.

Sue Bateman, founder of Yellow House Art Licensing

Drivers: “We are all still trying to come to terms with the new uncertain world that we live in and so a sense of connection is more important than ever. Sending an actual card achieves that more than any digital communication can ever do. Connection with the artist that created the image itself will also be important. I think we will see more biography notes about the artist on the back of cards.

When choosing a card to send, as ever, a customer will be looking for something that will resonate with the recipient - reflecting their interests, dreams and environment. Hobbies will be important subject matter - be it cooking, gardening, house plants, sport or travel. Diversity will also be important as people want to see their lives reflected in the images and sentiment that feature on the cards.”

Sue’s trio of trends…

Well Crafted: “We will continue to see an interest in crafts brought about by increasing take up of new hobbies and also by an interest in materials, textures and feel of the card. Now so many cards are sold ‘naked’ perhaps the feel is more part of the decision process. This ties in with the eco/green ethos of buying into something that is lasting, hand-crafted and creative.”

The Great Outdoors: “We’ve all had to embrace the great outdoors in the last couple of years and some of us even like it! Themes of interest will be gardening on a personal level and also expansive landscapes, seascapes, images that allow us to dream of escape. This could include travel themes, but the staycation is here to stay, so perhaps UK-based locations will be more popular.”

Colour Pop: “Positive messaging will be what people are looking for. Sentiment will be crucial in that and also bright colourful images to send a cheery message. The current interest in 80s retro will play into this theme with colour palettes that resonate with that decade.”

Left: Artist Brian Sweet’s take on Tagworth Bay on The Lizard. Above: Colour abounds in Gabriela Larios’ art.

Hannah Curtis, managing director of Creative Sparrow

Drivers: “It’s no surprise to be talking about the growing rise of shopping local, the move away from huge corporate entities in favour of local pop-ups, collaborating with smaller, more innovative and ethical companies that speak direct to the consumer. The pandemic has had a profound effect on the way we behave, a world of relying on the increasing digital demand, but also embracing personal one-to-one human interaction.

The long-term effects of the pandemic obviously continue to dominate our narratives, but as we come to terms with what might now be here to stay, we see a new reaction to normal, being that anything can now be normal because anything is now normal! A time to focus on the not normal, not mainstream, not commercial. A time to mix it up and push the boundaries, our lives have become more flexible and unpredictable, more nomadic with the here to stay approach of flexible working, flexible living and flexible being.”

Hannah’s trio of trends…

Sense of Purpose: “Purpose unifies everything we have been talking about over the last few years and more so than ever in 2021/2022. On a global, national, and local scale but also, more prominently, on a personal one. Sustainability, social responsibility, climate change and many other important themes are at the forefront of the consumer’s mind. Purpose umbrellas all domineering issues under one theme as we think about our purpose in every aspect of life - be it work, home or social.” Vintage Age: “Partly due to increasing issues with supply chain shortages, the desire for vintage is set to grow, and with it the appreciation of flaws, uniqueness, the effects of time and the beauty in things found, old or incomplete. With a nod to a new perspective on wellbeing which is less about being perfected and the realisation that actually, we don’t have to have it together all of the time. There is beauty in our flaws.”

Nomadic: “Travel continues to be a catalyst in design, but as the flexibility of life continues to dominate, travel is less perfected and more flexible. With travel comes culture, all things exotic, including print and pattern that we come across on our adventures. Expect the

opulent emergence of

pattern on pattern.

According to Chinese philosophy 2022 is the Year of the Tiger, an icon that has risen to fame in 2021 and will continue to do so with animal print motifs and delectable global fusions such as Japandi, an exciting emergence of Japanese/Scandi themes. Timing is perfect as the traits of the tiger are brave, competitive, unpredictable and confident, all characteristics we all feel we need to harness after the last two years in order to succeed in the ongoing troubling climates.”

Far left: Hannah Curtis. Left: A Colleen Harrington design on the Vintage Age theme. Below: The Nomadic trend reflected in a Cathryn Weatherhead design. Bottom left: A Clare Davis London design reflecting the Purpose trend.