Matilda Andersson Festival of NewMR 2017

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

A Picture Paints: Understanding Visual Culture

Matilda Andersson

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

An explosion of image-making

From 10000BC to present day

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Amateur aesthetics

•  crowd-sourced aesthetics proliferate

•  visual trends originating on social media platforms

•  non-professional visuals create more consumer trust for brands

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

VR is here 40 percent of the most frequent gamers say they will be likely to purchase their own VR headsets within the next year

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

GIFs are gifts

New visual ways of communicating

Attention spans have been significantly reduced and we’re developing new agile ways of communicating Images, videos, emojis and acronyms are becoming the cornerstone of language

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

New visual (social) tools for research

Pinterest

Whatsapp

Tumblr

Instagram

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

In the moment, undisturbed responses

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

6 markets 193 participants 4293 comments

3116 images

Exploring travel passions

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Understanding visual identity

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Defining ‘home’ around the world

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Combined methodology

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Three step visual analysis framework

1. Describe the symbolism

2. Consider the identities

3. Map the context

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Lad culture

RESIDUAL DOMINANT EMERGING

Metrosexuality Individual masculinity

Describing the symbolism

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Visual impact – why it is important for brands?

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Visual futures

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Thank You!

Crowd DNA | London & Amsterdam | Insight & Innovation www.crowdDNA.com | hello@crowdDNA.com

APicturePaints:UnderstandingVisualCultureMa5ldaAndersson,CrowdDNA

Festival of #NewMR 2017

Q & A

Ray Poynter The Future Place

Matilda Andersson Crowd DNA