# Unearthed Flora Photography The William Rugen New Botanicals Unroots Natural Beauty By Gil Cohen | Published 2012-11-05 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/william-rugen-new-botanicals References: [ignant.de](http://www.ignant.de/2012/11/02/new-botanicals/) & [williamrugen](http://williamrugen.com/) Beautiful and intricate on their own, the William Rugen New Botanicals photography collection displays the art of nature. Inspired by science textbook images and the [classic botanical prints](https://www.trendhunter.com/trends/burberry-x-highgrove) from the 18th and 19th centuries, William Rugen reveals not just the superficial [beauty of flowers](https://www.trendhunter.com/trends/flowerlore-collection), but also what lies just beneath the surface. The entanglement of roots may seem ugly and unattractive to some, but the photographer wants us to see that they are a vital part of the plant as a whole, without which the plant would cease to exist. In order to emphasize the textbook imagery of his works, Rugen places each plant on a solid-colored background in a cheerful hue. The William Rugen New Botanicals photography collection gives us a [scientific perspective](https://www.trendhunter.com/trends/shiyuan-xu) on the beauty of nature. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 49% | Activity: 44% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Modern](https://www.trendhunter.com/modern) ## Key Themes ### Key Themes Behind This Trend - **Scientific Natural Photography:** There is an opportunity for businesses to create innovative scientific photography showcasing the beauty of nature and challenge traditional aesthetics. - **Root-emphasizing Botanical Prints:** There is a trend towards creating botanical prints that focus on the roots that support the plants, and businesses can capitalize on this trend by creating prints that emphasize the roots. - **Textbook-inspired Imagery:** There is a growing trend towards scientific imagery that takes inspiration from textbooks, and businesses can create innovative products that incorporate textbook-like designs and motifs. ### Where This Applies - **Photography:** Businesses in the photography industry can create scientific natural photography collections which focus on the roots supporting plants. - **Botanical Art:** The botanical art industry can take advantage of the trend for root-emphasizing botanical prints to create new and unique prints that celebrate the roots of plants. - **Educational Publishing:** The educational publishing industry can explore creating textbook-inspired imagery and use such images to create innovative textbooks or other educational materials. ## Related on Trend Hunter - [Biophilic-Inspired Rug Collections](https://www.trendhunter.com/trends/botanica.md) - [Organic Furniture Series](https://www.trendhunter.com/trends/roots-collection-1.md) - [Flower-Inspired Vibrant Rugs](https://www.trendhunter.com/trends/espressionismo-floreale.md) - [Grass Root-Made Sculptural Wearables](https://www.trendhunter.com/trends/rootfull.md) - [Floral-Inspired Home Rug Capsules](https://www.trendhunter.com/trends/magical-garden.md) - [Stone Floral Sculptures](https://www.trendhunter.com/trends/lithic-bloom.md) - [Outdoor Floral Sculpture Installations](https://www.trendhunter.com/trends/sculptures-at-kew-gardens.md) - [Tarot-Inspired Floral Bouquets](https://www.trendhunter.com/trends/flowerlore-collection.md) - [Garden-Inspired Jewelry Collabs](https://www.trendhunter.com/trends/new-york-botanical-gardens-x-alex-and-ani.md)