Through my own observations at looking at the filters I have related some of the filters appearance to aesthetics that I am familiar with, for example:
- Nashville: captures the appearance of Fuji’s Velvia (RVP) slide film, it includes the rebate of the film, showing it as a whole.
- Lomo-fi: captures photographs with extremely high light sensitivity, creating bright coloured images. Mimicking the Lomography phenomenon.
- Inkwell: could possibly mimic black and white polaroid photographs.
- X-pro II: mimics X-pro film, which makes everything more vibrant and vivid.
- 1977 and Toaster: inhabit the aesthetics of 70s photographs and Kodachrome film appearances. With it’s vivid colours and dreamy qualities.
Because I wasn’t too sure about why some of the filters are called what they are I decided to e-mail the Instagram company and ask them why the filters have their names and whether they mimicked an aesthetic in particular. If anyone was going to now, it’ll be them! I e-mailed saying:
Having sent this e-mail, I promptly received a reply saying:
The e-mail pointed me into the direction of two separate web-links corresponding to a website Quora. One link answered to some degree as to why they name their filters what they do:
And the other link replied in ways of describing how they develop the filters: