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Digital Trends in Creative Update November 2012

Rocket and Astronauts


Struggling to keep up with the latest digital trends? Adcorp can help! Each month we reveal the latest digital innovations you need to know about.

Here’s our top three trends to keep you in the know for November.

1. Don’t tell me SHOW me

Digital interfaces are becoming more and more visual and less textual. A lot of platforms and new apps are moving away from a text led interface to something that aesthetically shows a more visually compelling connection to the digital world.

The best measure of this trend is the rapid uptake of platforms like Pinterest and Instagram. Pinterest has shown that using eye-catching imagery will generate strong reactions from the audience and increase engagement levels. The hyper-visual attraction of Pinterest and its user-friendly interface currently refers more traffic than its competitors Google+, StumbleUpon and LinkedIn. And Instagram is on par to reach 100 million users faster than any social media platform before them.

Facebook acknowledged and responded to this trend not only through the $1Billion purchase of Instagram but the transformation of profiles into Timelines and the soon to be introduced Pinterest-like Collections.

A study of the top 10 brands on Facebook showed users “liked” photos twice as often as text updates and shared videos 12 times more than static photos and text posts combined.

MySpace and more recently AOL have invested a huge amount of effort into an almost language free UI paradigm, that make interface and content work as one powerful tool for engagement.

The new MySpace under the patronage of Justin Timberlake (yes that one) has changed its entire interface to position itself as a strong visual platform for a niche, music-orientated audience.

AOL has taken its email offering into an easy to use task orientated visual future. Sorting mail as it comes in, into visual stacks, much like the look of Pinterest. This means inboxes will be less cluttered and emails easier to find. Alto, as part of the AOL product, is a visual interpretation of the inbox, without much of the text and manual organisation which have been tiring users for some time now.   

Twitter has even been testing visual based content in the Tweet-feed with “extended Tweets” or “cards” and Instagram-like image filters – watch this space!

Why the change to emphasise visual?

Humans are visual creatures, society feeds our incessant hunger for beauty and innovation through images wherever our eyes may wander and now that we are constantly on the move, and need to make millisecond decisions amid infinite amounts of information – reading can simply take too long.

Just think of what a search icon looks like – yes just like that.

A visual language makes navigation simpler, quicker, and users can scan the visual on-the-go, to gauge content instantaneously.

Images and iconography are in our everyday psyche and can be language free, transcending cultural boundaries and allowing for communication between international users.

After all, a picture paints a thousand words, in any language.

2. The device revolution is definitely upon us.

In addition to the traditional players in the Smartphone and tablet game, more and more mobile devices are released more and more frequently, all competing with the likes of Apple’s iPad and iPhone or Samsung’s Galaxies, to get a piece of this ever growing market.

Even the traditionalists are feeling the heat like never before and saturate their own territory with endless choices, as demonstrated by Apple’s launch of the iPad mini, throwing down the gauntlet to those (particularly Google Nexus) in the 7-inch tablet space. Or is the turtle likely to overtake the hare, with Microsoft’s release of their Windows 8 encompassing Surface tablets?

Why so many and why so popular?

Mobile, through Smartphones and tablets, is the biggest growth area for technology. These devices are a result of our more portable lifestyle that consumers are now living, where we want to communicate and access anything and everything on the go, at any time.

3. Augmented Reality a fad no more

It used to be the case that this technology was the realm of quirky 3D modeling overlaying a funny face or mask, but today’s offering is a lot more sophisticated and gives a nod to the not so distant reality.

Google is one company that is investing in this technology to great applause in our industry, with Google Goggles and Google Glass.

Google Goggles give users the opportunity to search by more than text or voice. Users can now take a photo on their phone or tablet and use it to search the web by the image. For example, a photo of a piece of art could return the artist details, the history of the piece and greater information about the gallery it is exhibited in.

A photo of a menu in a foreign language taken with Google Goggles could translate the language for the user.

Your logo (rather than an aesthetically disenchanting QR code) can drive qualified leads to a specific location – your website, blog or social media platforms.

Reportedly being released in 2014 available for $1500 per pair, Google Glass uses augmented reality technology to overlay your real world. Google Glass is a computer built into the frame of a pair of glasses with a 1.3cm display that comes into focus when you look up and to the right.

Users will be able to take and share photos, video-chat, check appointments and access maps and the Web, plus some other ‘first on scene’ potential uses, all with the movement of the eyes.

Apps like Layar, Viewa and Airlink allow digital content to be added to print media, for an interactive experience. ACP Magazines, News Ltd and companies like Ikea are using this technology in their publications, which is a great way to link on and offline. Similar to a QR code, users need to download the app before scanning the printed image. It differs from a QR code as unique images can have multiple calls to actions or content; a website link, an email link, click-to-call, link to videos and specific Smartphone functions.

Why is Augmented Reality becoming reality?

Consumers are looking for a better, seamless and richer content engagement that is part of the augmented reality experience. The reality is that this technology can easily leverage offline traffic and the mobile enabled consumer more effectively and with better outcomes.

Look out for our next digital trends update for December, including, Are You Using the Correct Tools for the Job?

Want to know more?
Contact Adcorp to arrange an appointment to view our ever-growing digital portfolio and discuss how we can help you move forward in this dynamic space.





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