All advertising is subjective!
Perhaps even more so when it comes to visual advertising. “A picture paints a thousand words”, as the saying goes. Reading takes time and effort – especially for younger generations – visuals have a much quicker impact.
Our brains – young and old – process visual information faster. Our hearts and souls do the same. Images connect to our memories, emotions, and beliefs. Images are also remembered better and leave a longer-lasting impression.
So, what you see has both a faster and a more memorable impact than what you read, which brings me back to subjectivity. When you work with visuals to convey your marketing message, you must consider that your choice will have a much more visceral impact! You have to tread carefully and consider what you are communicating and how you are doing it.
Visual marketing is nothing new! Magazine and newspaper ads, posters, billboards and flyers have been around since the dawn of advertising. TV ads enabled products to communicate the message with moving images and live testimonials. Then came social media marketing. I don’t have to tell you that almost every platform relies on visuals – sometimes hand-in-hand with copy, sometimes solo.
Here’s what you should consider when choosing, filming or photographing visuals for your marketing campaign:
EMOTIONAL APPEAL AND STORYTELLING:
Nothing captures a heart like a story can! (Apologies to ABBA)
With the power of emotional appeal and storytelling, your ad moves from simple visuals to resonating narratives. You want to tap into your audience’s emotions and speak to their hearts – you want to do more than just show them what your product looks like; you want them to imagine how it will make them feel!
When your audience feels something, they’re more likely to remember and respond to your message. Now, you’re not selling; you’re engaging. When people connect with your brand’s story, they are more likely to be brand-loyal and be moved to action!
Advertising campaigns based primarily on emotional content are nearly twice as effective as those focusing only on rational content.
BRAND CONSISTENCY:
This is all about trust and recognition.
When people feel that they “know” you, they will be loyal to you. Defining who you are through your visuals, aesthetics, and values is important. Social media posts, billboards, digital banners and visual language; consistency across the board is key!
This consistency counts when it comes to colour palette, logo application and typography.
MESSAGE CLARITY:
Keep it clear!
This element aligns with the concept of consistency, reinforcing your brand and its personality. Succinct messaging makes the message more memorable, which is a good thing.
Here’s more good news: Clarity makes advertising more cost-effective! The better you get your message across the first time around, the fewer times you have to repeat it.
Clear visual content is also more persuasive. Infographics, with their clear and engaging visual representation, are used by 41.5% of marketers as their primary platform for media campaigns.
EFFECTIVE USE OF COLOUR:
Let your true colours shine through!
The psychology of colour studies the way colours influence people. Researchers have established that colours can change our mood, affect our behaviour, and create emotions.
Remember the point about subjectivity? Colours don’t mean the same thing for different social and cultural groups. For some people, black is the colour of mourning, while for rock culture, it’s super-cool!
Here’s what to keep in mind:
- Choose colours that resonate with your demographic.
- Make sure the colours align with your brand identity to build recognition and trust.
- Use colours that evoke the emotional response you’re looking for. For example, red = excitement, blue = tranquillity and green = trust, in general.
- Be aware of what certain colours mean to different cultures to avoid misinterpretations and maximise global appeal.
THE BASICS OF GOOD PHOTOGRAPHY:
Composition and Visual Path:
- Composition is how images, text, colours, and other graphical elements are arranged.
- An effective visual path is the route the viewer’s eyes take as they move across the advertisement to communicate your message.
Focal Points and Typography:
- This is about placing your product in a “position of power” within your composition.
- This means placing the product and its most important features in a central and memorable space.
- By making your focal point the largest element, you can catch the viewer’s eye first.
- Less can be more. Placing an object alone or in an open space can make it a more effective focal point.
- Make sure you choose typefaces that are easy to read.
VIDEO CONTENT:
I like to move it, move it!
A still image can be very effective, but a moving image is an extremely powerful and memorable tool when it comes to engagement. According to research, 70% of users say they bought a product or service after viewing a video about it on social media – how is that for a conversion rate?
What is important is ensuring that your video content is relevant to your brand, tells your story and speaks the correct language. A random clip simply isn’t going to cut it!
CONCLUSION:
To “catch my eye” in today’s ad-saturated world, you’ve got to stand out and be memorable. It’s important to embrace colour psychology, tell compelling stories, maintain brand consistency, and keep your messages clear. Above all, stay creative and don’t be afraid to push the envelope!
Written by Nana, our WordWhizz.
