We have more than 60,000 royalty-free images about family in our portfolio. Besides image concepts such as lifestyle, outdoor, or business, this topic is one of the most frequent search queries in our online store. Our sales department also reports regularly about the heightened interest of our customers in family motifs. Images of parents, grandparents, and children are particularly in demand. So why are family photos in such high demand?
Family is everything: Trust, joie de vivre, and sustainability
Whether father, mother, and child; father, father, and child; or mother, mother, and child, a family conveys trust. It makes us feel safe and protected. Above all, the juxtaposition of the aspects of security and sustainability makes the family theme so interesting for advertising. So, in terms of visual communication, the concept of family addresses several important needs at once, which is why this concept attracts attention.
Safety comes first – Sustainability follows suit
Given this situation, it is no wonder that the financial sector in particular likes to successfully use family motifs to illustrate its advertising messages. This campaign by SSB Bank uses a photo by Katharina Mikhrin, whose images are often characterized by family cohesion and joy for life. The images are absolutely authentic because her best models are her children and her husband, guaranteeing real, rather than posed, emotions.
Healthy Living magazine used a motif by Kniel Synnatzschke for its summer cover. In keeping with the title, “Parenting Pointers,” it shows a pair of parents as the foundation of their child’s development. We think it’s a very successful image-title combination.
The interaction between parents and children, as in the case of this father and son featured in a Telefonica campaign, is often unparalleled in terms of emotiveness. Telecommunications companies are often among the most emotional brands in advertising because their communication is fundamentally designed for a strong and lasting connection. We could hardly imagine advertising for an Internet connection that doesn’t portray family.
We do it together
Westend61 operates worldwide, yet a large number of our customers are based in our home market of Germany. Due to our current situation, we would like to highlight one German campaign in particular. Families are the smallest cell of society and stand for social responsibility. That is why campaigns with a social background are often visualized using the concept of family. This can currently be observed in the discussion on coronavirus vaccinations: To vaccinate or not to vaccinate? Many people are uncertain. That’s why the Federal Center for Health Education and the Robert Koch Institute have launched an educational campaign on flu vaccinations, targeting primarily high-risk patients. However, the motif of a young family was chosen for the visual implementation. Although they are less at risk, they are very mobile and by no means immune. By getting a vaccine, this family also indirectly helps to protect the high-risk groups.
The family stands for the future. So many banks rely on the use of corresponding motifs. Whether savings plans, mutual funds, or subsidies, all a bank’s products are geared toward security, sustainability, and growth and go hand in hand with the messages derived from a family motif. Often even the family interaction, the depiction of a cheerful friendly unit, is enough to appeal to the customer emotionally, as in the example from Cathay Bank, which uses a motif by Kniel Synnatzschke to promote its Insights.
Especially strong in pairs
Mother and/or father and child are among our customers’ most popular motifs. It’s no wonder as the relationship between child and parent symbolizes a deep primal trust and perhaps the most intimate interpersonal feeling. This is all the more true when the images then also appear authentic. With another motif by Katharina Mikhrin, the rkw Group illustrates a message for more sustainability. The image of a man carrying his daughter on his shoulders means: “I will hold you tight and never let you fall.” The image adorns the sustainability report of the group, which is active in packaging production.
Images of grandparents and grandchildren are also in high demand as seen here with National League of Cities, for example. This organization campaigns for cross-generational coexistence in cities. The goal of the post shown here, which is showcased with a grandfather–grandchild motif by Gustafsson, is to promote a report by Generations United. The report combines ideas on contemporary urban planning and bringing generations together.
Family of the future: Where is the trend headed?
Will the family motif ever go out of fashion in advertising? We are convinced that it certainly won’t! However, the image of the family is currently changing. Single mom or dad, patchwork family and alternating models … in addition to the traditional family, other socially accepted forms of living together are emerging. This is also reflected in visual communication. As a stock photo agency, we see it as our task to recognize these trends, implement them together with our photographers, and then provide our customers with high-quality photo material. To conclude this post, it is fitting to present a collection that shows modern families. We will certainly see some of these images in our clients’ future campaigns.