VisualGPS Creative Trends Technology Retrofuturism, Now

As we are in the beginning of AI age, retrofuturism emerges in the visual space. From the eerie offices in Severance, the vibrancy of On's Zone Dreamers campaign,¹ through the neo‑vintage allure of recent classic car relaunches,²—we increasingly look back to other eras for inspiration. Getty Images' VisualGPS shows that half of global consumers see the future as anxious, and this fuels nostalgia marketing. The rise of retrofuturism speaks about how people are seeking to learn from previous generations’ navigation of past tech disruptions. 

It’s a bridge that reconciles the future with the past. If futurism anticipates the future, retro‑futurism is yesterday's tomorrow. Retrofuturism is also a highly visual reminder of mid‑20th century innovations, dreams and ambitions: Flying automobiles, space colonies and charming‑though‑sometimes‑a‑little‑clunky robots. But why is it catching our eye today?

One answer is the endurance of nostalgia marketing. Socio‑economical crises have always inspired creatives and marketers to embrace the comfort of the past.³ This years’ Super Bowl advertising was dominated by nostalgia⁴ and it taps into our psychological need for comfort and familiarity, especially amidst rapid change. Needless to say, the AI progress that we are witnessing today might be the most disruptive that we will ever see. 

As we navigate this uncharted territory of AI‑led future, retrofuturism offers a visually familiar landscape. Furthermore, it offers texture and physicality over the purely digital aesthetics, considerably different to what we have previously seen in the tech visual space. Getty Images' VisualGPS research shows that in the past (and still today), visuals in the tech space often mirrored our digital lives, featuring straight lines, simple shapes, cold blue lights and abstract depictions of code and server rooms. The inevitable surge in digital technologies and behaviours as a result of the pandemic created a shift towards warmer, immersive colour palettes, like pinks and purples, and the incorporation of '80s and '90s‑inspired retro games. 

Ultimately, the rise of retrofuturism reflects our relationship with technology, encompassing both hopes and fears. Now that AI is taking off we're looking back at the industrial age, the atomic age, and the space race to see how people handled change and disruption and used these milestones to pave a new technological future. It's about understanding why certains elements of the past still resonate today.⁵ 

Consumers are looking for stability and this is confirmed by our most recent VisualGPS research. When asked about appealing tech visuals, the feeling of 'security' was most popular worldwide, and though some other countries selected different desired feelings in tech, such as relatable (US, UK, Germany), intriguing (Japan), reassuring (France) and empowering (UAE), they still sit in a similar space and speak to a similar need for comfort and security. VisualGPS shows that when it comes to colours in tech imagery, those most appealing to consumers were vibrant and bold and they generally had stronger appeal than more neutral, subtle and subdued shades.

Retrofuturism's appeal is about optimism, vibrancy and a sense of possibility. Using vibrant, warm colours; blurred or grainy elements of analogue interfaces, reminds us that the future could be about imagination, creativity, meaningful innovation and possibility over cold data accuracy and optimisation. Think about analogue colour palettes with saturated pops. Imagine warm, muted colours with deliberate, contrasting accents such as electric blues, hot pinks, rich ultraviolets, juicy reds.  

To connect with audiences navigating rapid technological change, retrofuturism offers not only comfort, but also a sense of possibility, resonating with a desire for a hopeful future.  

Sources
[1] On/Zone Dreamers
[2] Hagerty
[3] The Dieline
[4] The Drum
[5] AdAge