3 Authentic Photography Trends Shaping Brand Marketing
Connecting with audiences through still photography is challenging in today's content-saturated world. While technology simplifies content creation, quantity often overshadows quality, leaving audiences overwhelmed and distracted. Marketers and creative professionals understand the difficulty of capturing resonant images. Even technically perfect photos may fall flat if they lack an emotional connection and a sense of realism. The rise of AI-generated images further complicates the visual landscape.
To cut through the noise, brands must forge emotional bonds. Stills, a leading photo licensing platform, highlights three photography trends from their Photography in Design Trend Report that are making a mark:
Candid Cameras
Consumers crave authentic moments. Real life is imperfect, and campaigns striving for unattainable perfection can miss opportunities to connect meaningfully. Capturing genuine moments is key. While posed product shots have their place, unfiltered, candid photography resonates more deeply. Rawness equals relatability, and audiences quickly detect disingenuous content. Don't underestimate their ability to spot inauthenticity.
Flash Drive
Flash photography, though not new, is experiencing a resurgence. This time-tested technique evokes nostalgia, particularly for the Y2K era, with its direct lighting and vivid subject isolation. Stills advises brands to embrace an "effortlessly cool" approach with this style. Bold, high-energy visuals enhance relatability, while monochromatic photography can appear aloof. The hyper-polished imagery of the 2010s is currently out of favor.
"There’s a higher need for things to feel authentic and 'real' in the digital space," says content creator Victoria Stefania. "We’re going to see more flash photography that displays the real and raw."
Abstract Appeal
Textural and abstract images can feel more authentic than polished, glossy photos for some audiences. These images create a tangible, sensory connection. The key is balancing digital precision with raw reality, adding depth and emotional range.
"It feels like a fusion of pre-tech and modern design, digital and physical, leaving a more lasting impression," says Robert McCombe, a UK-based freelance content creator and brand designer.
In 2025, successful brands will prioritize genuine connections. The Stills trend report emphasizes the importance of imagery: "Trends come and go, but providing a genuine connection is timeless. That connection is your ultimate competitive advantage, and nailing that first impression is crucial. You cannot compromise on the critical piece that sparks that connection: the imagery."
Check out the full Stills report to learn more about today's top commercial photography trends.
