Ask the Board – November 20, 2017 | TRAVIS KRAGH


What advertising trends, themes or design elements do you see as being on their way out and why?”

Advertising design trends will always come and go, but one element of digital signage that could be on its way out the door (or at least in line for a major reduction in usage) is “image-based content.”

While it is inexpensive and easy to produce, it’s no secret that video and motion have been steadily spreading into our lives. From the content we digest, to websites and apps with which we interact, it’s clear there is a certain expectation to see something dynamic when we come face-to-face with a screen.

I am not saying that every element in your ad should be moving, but people are beginning to expect motion. To better understand the evolution of motion, just take a closer look at your phone and how it has evolved over the past five years. 

Social media apps have shifted to feature video content. Facebook now allows video profile pictures. Twitter added video feeds to stay alive while Instagram and Snapchat continue to be video heavy with content. CNN, ESPN and almost all major news apps now have some sort of video feed.

Even the photos taken with the iPhone have evolved away from the still image. With Live Photo, a photograph becomes a short three-second clip.

All that said, people are beginning to expect motion in the content that they engage with. This demand will only increase as younger generations and other technologies advance. Image-based content will never fully disappear, but the static ad is beginning to lose its luster. 

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Co-Founder and Chief Creative Officer

Advertising and Brand Council

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