The outputs of the technology itself could also be reinforcing the tech blues trend. The blue, masculine, medical visuals associated with the word “future” are encoded in these tools’ foundation models, so they create images in line with these trends. With 62% of marketers using AI to generate image assets for their projects, AI-generated images could continue to reinvigorate the tech blues as a dominant aesthetic.
To counteract this, brands should consider shifting their visual strategy from popular representations of the future to images and videos that feel accessible and relatable to audiences. Generative AI can play a role here, especially if the goal is to visualize something imaginative and create something eye-popping, but it must be balanced with authenticity. Center imagery around real people using technology in ways that matter to them, and watch the colors change.
In fact, despite blue being the dominant color in tech imagery, Getty Images’ two top-selling images of 2024 were people in orange and yellow hues.
