VisualGPS Creative Trends Culture Creativity Goes Analog

Creativity and its related components—innovation, planning, ideas—have historically steered us into the future. From the invention of the wheel, to the printing press, to the automobile, to the microchip, creativity has always been the fuel that’s propelled society into innovation. This connection between creativity and progress is probably why 81% of people, globally, feel that creative expression is important to their health and well‑being, according to Getty Images' VisualGPS research. In 2025, the rapid pace at which innovation occurs means we must take a serious look at how creativity is visualized in order to future‑proof visuals, especially given how important creativity is on an individual level.¹

In order to steer the visual ship in the right direction, a helpful first step is to look at where brands have been up until now with visualizing creativity. Historically, creativity‑related visuals focused on obvious metaphors: Building blocks, pops‑of‑color‑as‑unique‑identifier, art supplies. In 2014, for example, visuals of arts and craft or pops of color made up 42% of visuals revolving around creativity, globally, per VisualGPS. Some of those visuals can be seen below:

As recently as 2024, this straightforward vision of creativity has evolved. Likely due to the technology’s impact on creativity, VisualGPS research now reveals an association with futuristic tech: 43% of popular creativity visuals in 2024 revolve around technology (a nearly 20% increase from 10 years prior). These visuals tend to highlight the relationship between creativity and technology as being more integrated; they imagine a technological future where creativity is the result of humans and technology working together. It seems brands are already toying with this idea today, especially because of the way innovative technology works. Look no further than OpenAI: In order to promote the benefits of ChatGPT, it prompted the software to assist in the planning of its most recent advertising campaign.² The resulting creative work ended up being shot entirely on 35mm film, helping achieve the brand's goal of "tactile and grounded" creative.³ This marriage, technology and more analog elements like film photography, reinforces how creativity can be garnered by strategically tapping into resources at your (and technology’s) disposal.

Which brings us to a useful visual exercise: Rather than trying to visualize a future that doesn’t exist yet, is it possible to evoke creativity in conceptual visuals using real, organic materials right now? Especially as consumers all over the world are increasingly looking to analog experiences to express themselves.⁴ The world is always changing and as technology allows us to use more of what’s at our disposal to be more creative than ever before, brands should think through those visual implications: Incorporate more natural elements into visuals about creativity; look for real‑life scenarios that convey the topic in an uncanny way; or even take conventional materials that are used in unconventional ways. All of these approaches can still broadcast creativity in the way we’ll likely be seeing more of in the near future!