VisualGPS Creative Trends Technology Visualising Individuality in a Hybrid World

In today’s world, both online and offline, algorithms shape what we view, wear and buy. People also pursue authentic self‑expression beyond the digital realm. Why? Getty Images' VisualGPS research shows that 94% of global consumers think it is important to live one's life as authentically as possible and, for a majority, expressing individuality is key.  So how can brands help support this and connect more meaningfully? By creating visual identities and storytelling elements that highlight uniqueness, authenticity and personal expression.

In an era where individuality underscores personalisation, visuals that celebrate how identity is shaped by emotion and experience continues to evolve. In 2014, Getty Images' VisualGPS research showed that visuals popular with customers expressed individuality with clear and simple messages that showed ‘standing out from the crowd’. For example, a single‑coloured paper plane soaring among white ones, or one glowing lightbulb shining brighter in a row of unlit bulbs. These continue to be popular. However, in 2025, a new generation embraces individuality differently. 

Gen Z are entering a world of ‘chaotic customisation’, which means pushing personalisation to an extreme.¹ Personalisation goes beyond neat, curated individuality into something more expressive, layered and unpredictable. Ultimately, chaotic customisation isn’t just about accessorising; it’s about the freedom to experiment. Brands are embracing “extremely online” culture in mainstream marketing.² For example, fuelled by TikTok unboxing and blind‑box releases, brands like Coca‑Cola and Ladurée³ have created official collaborations with the global collectable sensation Labubu dolls.⁴  

So to connect with their audiences' brands can highlight chaotic customisation and authenticity over perfection when it comes to expressing individuality in visuals. Getting playful with elements like textures, “no‑filter” filters, collage layouts, animated GIFs or looping video thumbnails is a great way to start to offer more layers of visual expression that feel authentic.

A hybrid world often drives a deeper desire for authenticity in visual storytelling. There is a balancing where consumers seek to bridge the gap between human truth and digital lives. The physical world is vital and in real life, individuality thrives through human interactions—moments that foster genuine community or offer tangible expressions of self through style and experiences. According to Getty Images' VisualGPS research, consumers describe ‘authentic’ as something genuine, expressing one’s true thoughts, feelings and experiences.

There is an opportunity for brands to blend digital precision with real‑world authenticity to create a more holistic connection. Our VisualGPS research shows that today’s customers prefer visuals that are bolder, more expressive and forward‑looking. They blend vibrant emotion with a mix of authentic storytelling and creativity. Exploring unexpected angles, real‑life scenarios and honest emotional cues to show individuality in visuals can help build a relatable connection that feels modern and resonates.

Sources
[1]  Vogue Business
[2] Modern Retail
[3]  The Guardian
[4]  BBC News