What Makes an Image Popular in Latin America?

Trends / Realness
Mads Perch
Federico Roales
Jun 28, 2023
The images showcased above were among some of the most popular in Latin America in 2022.
What insights can we gather from this content to enhance our visual storytelling?
Cracking the code: why these visuals are conceptually so successful
  • Back to Office: The increased popularity of in‑office visuals in 2022 can be attributed to many companies urging their employees to return to the office following a period of remote work. This might explain why colleagues are shown in close proximity to one another without adhering to social distancing measures. 
  • Empowered Women: Aligned with social changes, women have gained more centrality in the workplace. They are increasingly seen in business settings, in positions of expertise, or as leaders of meetings. In fact, businesswomen shown in visuals grew 20% in 2022.
  • Casual Everyday: Business attire has become less formal. Probably as a consequence of working from home for so long, people have started to prioritize comfort over formality. As a result, we are seeing fewer suits and ties and instead are seeing more casual looks. In fact, visuals depicting any type of formalwear dropped 5% in the last year. 
  • Offices as a Friendlier Place: If workers need to spend time at the office instead of working from home, the environment should be as comfortable as possible. This includes offering a more homely environment, but it is also aligned with smart buildings that have big open windows with natural surroundings, conveying a calming feeling. 
Beyond popularity ‑ promoting authenticity

Our latest Visual GPS consumer survey reveals that 9 out of 10 Latin Americans expect to see visual stories that portray real people, people like them. To promote authenticity, three crucial aspects should be considered in order to enhance business visual storytelling:
  • People's ethnicity: Although white people are not a regional majority, they are often overrepresented in Latin American's visuals. 
  • Regional culture: Showing local culture is key. As stated before, Marc Augé named "non‑places" as those that lack identity, where humans can seem anonymous or even exchangeable.  
  • Ageism bias: Senior adults are rarely seen involved in business settings, privileging young and mid adults as the ones portrayed in professional occupations.

Therefore, to ensure that consumers relate to your visual storytelling, it is essential to ask:
  • Are your business visuals portraying true regional demographic composition?
  • Are you adequately representing the local culture of each market with their traditions, festivities, colors, tones and even textures?
  • Are you including a range of ages in your visuals to broaden representation?
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