VisualGPS Creative Trends Culture Mixed Media

At Getty Images, we believe that authenticity is the heart of powerful storytelling. And right now, there’s a vibrant resurgence of mixed media influencing the current visual landscape in a fresh and meaningful way. Could this evolving aesthetic be the answer to today’s consumers’ craving for more genuine, textured and relatable visuals? 

Getty Images' VisualGPS research shows that 98% of global consumers agree that authentic visuals are essential for building trust. At the same time, it reveals that 60% of people worldwide often feel overwhelmed by the sheer volume of content and information, especially in regions like Brazil (71%), the United Arab Emirates (79%) and Southeast Asia (70%). Mixed media art embodies this fragmented, creative and slightly messy reality, yet its true power lies in its unmistakably human touch.

Mixed media visuals are a creative mix combining materials and techniques through layers, textures and contrasts. It often involves combining illustrations, graphic design and real‑life photography and video to create dynamic and engaging visuals. Picture playful, 2D cartoon characters moving along live‑action video. Imagine textural warmth of hand‑drawn sketches, or ripped paper layered with crisp photography. It’s about mixing things up to create visuals that feel both surprising, creative and human.

Mixing materials and techniques is not new, and artists have been mixing materials for centuries.

However, mixed media visual storytelling gained traction in the 21^st century, boosted by the accessibility of digital tools. Today, the recent examples around us are many. The dazzling trailer of the UK hit The Great British Bake Off  is a mix of both macro‑photography, stop motion and various illustration styles.¹ The music video for 'Shower Song' by Tierra Whack² features a wonderful mixture of stop motion and mixed‑media collages. Urban Pulse created a whole series of mixed‑media animated video blending live‑action footage with colourful and dynamic motion design animations.³ In France, EDF reimagines a subject as complex as green energy future not only by mixing landscape photography with cartoon characters, but also playing with proportions in a playful and optimistic campaign.⁴ What is the common denominator between these? Textures, contrasts and mixed techniques. 

The popularity of mixed media now is a direct response to our current moment in visual content. AI‑generated content becomes increasingly perfect, and Getty Images' VisualGPS research shows that visuals seen as unrealistically flawless are the main reason people believe an image is AI‑generated. Our VisualGPS research also shows that human creativity has value. While 66% of global consumers believe that the ability to create art and images using AI technology is exciting, only 34% of consumers globally believe that AI‑content and human‑made content should be priced about the same. 

Here are actionable tips on how to add authentic, human‑made elements to your visuals by embracing mixed media art:

• Complement your story with visuals featuring human‑made visual elements, such as drawings, painting, ripped paper or layers and a variety of textures.
• Juxtapose cartoon 2D elements to your imagery, adding levity to your subject matter.
• Use collages to explain complex messaging or processes.  

Sources
[1]  It's Nice That
[2]  Hypebeast
[3] Motiongrapher
[4] BETC for EDF