疫情新常态下的文化与内容趋势

TheReturnoftheRealCulturalandcontenttrendsinamaturingnewnormalitymIthasmIthaschangedpeople’smindsets,lifeattitudesandperceptionsAssuchbrandsneedtotapintothisnewstatusquotoremainrelevantandemergent3ThenewsurgeandongoingstatusofthepandemichascreatedmaturingmanifestationsofthenewnormmCrosscategorybrandmCrosscategorybrandcommunications,socialmediaUGC,Products&Services,Art&DesignDISCOURSEANALYSISTRENDSANALYSISinsightARTTHEORYANTHROPOLOGYCulturalMEDIASTUDIESCRITICALTHEORYETHNOGRAPHYSEMIOTICS4WhatWhatwedidCollectionofthemostrecentpandemic/lockdowncontent:crosscategorybrandcommunications,socialmediaUGC,Products&Services,Art&DesignSemioticsandculturalinsightanalysisIdentificationof3+1culturaltrendsandhowbrandscantapintothemevolvingtheirstrategyandexpressionmAlthoughtechnologymAlthoughtechnologyhasbeenandwillcontinuetobeinstrumental-ingeneralandduringlockdown–ideasaroundwhatdefinesandcelebratesthehumanconditionbecomeprioritized.5Thefirstthingthatbecameapparentwasthatalltrendsevolvearoundanemphasisonhumanism,authenticityandrealism.mREALCONNECTIONSREALMOMENTSmREALCONNECTIONSREALMOMENTS具有洁净感的设计04REALFEELINGS01020102人性的关怀精神活力庆祝平凡的日常6m…counteractedbypositiveemergingcultureNegativesocialcontext…Andm…counteractedbypositiveemergingcultureNegativesocialcontext…AndwaysbrandscantapintothemthroughnewcontentCulturalcodes-trendsthat:ne701MENTAL精神活01MENTAL精神活力VVIBRANCYm01CONTEXTm01CONTEXTArtworks,graphicdesignreflectingpeople’soratingemotionalstatesContinuousnumberofnewcasesdiagnosedandnewscreatedastateofcontinuousanxietygativeemotionsthroughmocking9MENTALVIBRANCYm01CULTUREm01CULTUREantentactivitiescreativelyreactingtoinglaughtertoupliftWearingfancycostumestoaddaofhumortothemonotonyandmnessoffrequenttestingiacontentspreadingpositivityforselfandsocialbettermentMENTALVIBRANCYmEmotionalEnhancementCharacteristicsmEmotionalEnhancementCharacteristics:ildishanimationstylegraphicsdetailsinjectedinrealisticsualscreatinghalfrealhalfanimatedcompositionsSizeplaysmallerthanrealcolorsationdesigninspiringproductsandpacksEmphasizingemotionalbenefitsandboostthroughanimatedelementsthatevokefeelingsofinnocentpurity,playfulnessandchildishcarefree-nessTHEME1MENTALVIBRANCYmPositiveEngagementCharacteristics:mPositiveEngagementCharacteristics:anceofcolororangeProtagonistobjectssymbolizingpositivityandhopeegcesunngandpunsthatcombinebrandnamewithpositiveSpreadingoptimisticandencouragingenergytoboostresiliencethroughreassuranceandexpectationforabettertomorrowTHEME1MENTALVIBRANCYmHumorousIronyCharacteristics:mHumorousIronyCharacteristics:ereusageofnewnormobjectssymbolsandsegqueuefortestthatresemblesafancyrunwayctersphrasesreappropriatedtodeliveroppositethanmeaningvoicethatmakespeoplelaughandthinkatthesametimee.g.,‘ContinuewithTangpingafteropeningup’Lightingupmoodsandspiritsinafunny,sarcasticbutalsothought-provokingway(evolvingfrompreviousmoresimplisticformsofhumor,suchassillygags)THEME1MENTALVIBRANCY02EVERYDAY庆02EVERYDAY庆祝平凡的日常CELEBRATIOCELEBRATIONm02CELEBRATIONCONTEXTm02CELEBRATIONCONTEXTnetopicwithbillionsofsearchresultsaboutmicwastingyearsofpreciousyouthtimexperiencestakecenterstageincontentandentationoflifeduringownmportanceofbasicandtakenforgrantedneedssuchaseEVERYDAYm02CELEBRATIONCULTUREm02CELEBRATIONCULTUREArtcreationfromeverydayobjects,turningtheordinaryintoingeniousupliftingandentertainingOrdinarymomentsandoccasionsbecomecelebrated,andtheirmplifiedEVERYDAYmEverydayAppreciationCharacteristics:mEverydayAppreciationCharacteristics:ialobjectsandmomentsasprotagonistsandsignandcontentolsthatconveysimplehumanqualitiesegbreadforwarmthmadeupringsforlove,remoterentertainmentandsimpletoneofvoiceThedesignofeverydayobjectsandmomentsacquireselevatedimportanceleadingtowardslifestylesthatarelesspretentious,morereal,warm,inclusiveandaffordableTHEME2EVERYDAYCELEBRATIONmArtisticElevationmArtisticElevationCharacteristics:Classicalartformspaintingliteraturerepresenting,tingoractingasmetaphorsforeverydaymomentsdexperiencesegpandemicliteratureArtrelatedcelebritiesasspokespersonsWordplayandpunsbetweenlifeandarteg.,greenhorsealthcodeEmphasizingandenrichingtheimportanceandvalueofeverydaysituationsandromanticizingtheirexperiencebyinjectingartisticundertonesandassociationsTHEME2EVERYDAYCELEBRATIONmEverydayPracticalityCharacteristics:mEverydayPracticalityCharacteristics:tservicesandinnovationthathighlightsimplefunctionalityandincreasedconvenienceegofferlowestricedirectlypracticaltipsforemergencyacticaltoneofvoiceleandorhandwrittentypefacetoshowsincereandDeliveringstraightforwardpracticaladvise,servicesandoffersthatcelebratehonestyandfairnessaswellasprovidesuperiorconvenienceTHEME2EVERYDAYCELEBRATION03CARING人性03CARING人性的关怀HUMANISMmCONTEXTmCONTEXTgndsupportforsocialgatheringtutionsthatsufferthemostArtandgraphicdesigncontentfocusingontraumatictionandthefragilityofthehumanspirit03CARINGHUMANISMm03CULTUREm03CULTURElydeveloptheirownwaytosatisfytheirrfreshairsunshineandsocializingndnessbetweenordinaryheightenedsenseofanimalnessCARINGHUMANISMmOutdoorGoodnessCharacteristics:mOutdoorGoodnessCharacteristics:utdoorobjectsandnaturalenvironmentsegparkbenchgtentasprotagonistsincontentdesignandretailontrastcolorsꟷEmotionalandromantictoneofvoicee.g.‘Meetwithmountainandwater’Highlightingopen-airiconographyandnaturalenvironmentstoemphasizetheneedandimportanceforintimateemotionalbondingwithnatureandbetweenpeopleTHEME3CARINGHUMANISMmRetroCollectivism回归Characteristics:mRetroCollectivism回归Characteristics:sesRediscoveringandre-appropriatingtraditionalformsofcollectivismbycelebratingthereturnofneighborhoodspirit,senseofsolidarityandsharedwarmthTHEME3CARINGHUMANISMmSocialCareCharacteristics:mSocialCareCharacteristics:Empoweringandelevatingsocialwellbeingthroughsocialp