Art Source

Art Source Feast for the eyes

Maximalism, bold colours, strong solidarity, thoughtfulness, nostalgic patterns and calming nature 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.

After a year which saw so much thrown at us from all directions, sending our sensibilities into orbit, PG serves up a smorgasbord of what these experienced aesthetic bellwethers cite as the cultural drivers of our creative tastes for 2023.

Hannah Curtis, managing director of Creative Sparrow UK

The aesthetic drivers:

“2022 was another turbulent year to say the least - the emergence of permacrisis has really hit the mainstream in most areas of everyday life. We have watched the western world face and continue to face incredible threat, seen multiple political parties and people come and go, come again and go again, causing chaos in their wake. We have said goodbye to a much-loved monarch, something we didn’t realise would impact us so personally and deeply until the inevitable happened. The year ended amid a costof-living crisis set to last well into 2023, so the outlook really has been quite bleak but what we do best is see the beauty and opportunity from the darkest of days. We are blessed to work in a visual industry and with the talented creatives that make it what it is. The troubles of the last 12 months are now the catalyst for some very beautiful and thoughtful themes.” 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 post-Covid world of permacrisis. Bold typography mixed with vibrant colours make this theme really joyous. Designs share reaffirming messages of hope and positivity, with their

Background image: These paintings on fabric by Sarah Campbell will feature in a new book written by Sarah on the art of painting on fabric. The texture and free flowing hand will be something that people will respond to. (Represented by Yellow House Art Licensing). Left: Hannah Curtis, the co-founder and md of Creative Sparrow UK. Right: Soulful reflection in a Maria Over design. (Represented by Creative Sparrow). Below: An Erin Donohoe design that epitomises the solidarity trend. (Represented by Creative Sparrow). Bottom: An uplifting design by Karin Lauria. (Represented by Creative Sparrow).

use of hand-lettered typography and vibrant hues within a complimenting palette.”

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 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. Reflection by definition means ‘serious thought or consideration’, 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 of 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 too! This theme oozes charm as it introduces new techniques and palettes to original icons and their characteristics.”

Shine Bright

“In contrast to Retro Basics, 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. Dive into this sumptuous theme and embrace all things elaborate and over the top!”

Far left: Bhavi Patel. Left: Amanda Hendon. Bottom left: A Pimlada Phuapradit design that has echoes of the past. (Represented by Advocate Art). Bottom middle: This Di Brookes design screams positivity. (Represented by Advocate Art) Below: An elaborate design by Jaime Cromer. (Represented by Advocate Art)

Jo Astles, greetings and gift agent of The Bright Agency

Drivers: “2022 was such a dynamic year and 2023 will most likely continue to be full of societal change. The war in Ukraine has made us more aware how we need to strive to understand our relationships with others on a larger scale. People are wanting to compensate for the anxieties of life caused by the cost-of-living crisis and our impact on the planet. The effect of the pandemic is still being felt, with a large part of the workforce now permanently hybrid working. Having a good balance between home life and career aspirations is key to mental wellness and feeling fulfilled in the workplace.” 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 a direction for their peace of mind. The world is preparing for it to be a tight year ahead, rather than allowing the current affairs to bring us down we also have a huge opportunity for comedy within greeting cards to incorporate

Left: Jo Astles. Below: A Claudine Rose design that taps into the spirituality trend. (Represented by Bright Art Agency).

jokes regarding housing, costof-living etc.”

Bold Maximalism

“Cards that have strong, bold designs and colour palettes reflect the challenges were 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

“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.”

Far left: This Christine Gore design packs a punch visually. (Represented by Bright Art Agency). Left: A Bea Muller design. (Represented by Bright Art Agency).

Sue Bateman, director of Yellow House Art Licensing

Drivers: “The world is an uncertain place these days and I think some of the strongest drivers of trends will be a need to escape. We will want to be excited by bright, strong colours and comforted by textures and soft tones. Card publishers are being made to demonstrate their ecofriendly ideals and we will continue to see a move away from print treatments, such as foiling and heaven forbid, glitter! Art that responds well to techniques such as embossing and debossing will be in demand.” 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.”

Left: Sue Bateman Bottom left: Mia Underwood, a new artist for Yellow House, puts magenta to good use in this new Christmas design. (Represented by Yellow House Art Licensing). Below: Paul Thurlby’s new escapism images feature beaches and sunshine. (Represented by Yellow House Art Licensing). Right and bottom right: These minimal colour designs from Valerie Greeley tick the ‘calming nature’ box. (Represented by Yellow House Art Licensing).