Tell your brand story with visual marketing They say an image is worth a thousand words – and when it comes to marketing, they may just be right. Articles with images get 94% more views than those without, and 83% of the way we learn is visual. Images convey a lot of information within a split second, and visual marketing is all about using this to your advantage. Let’s see how you can choose the right images to represent your brand and entice your target audience.
The four pillars of effective visual marketing
1. Authenticity Your images should look and feel real, and reflect your audience and your brand identity. User generated content provide great examples of authentic images. Take inspiration from these to help create a real connection with your audience. Look at which of your images have resonated with your audience the most (received the most likes, shares etc), and try to identify patterns.
2. Sensory impact Make sure your images stand out from the crowd. They should make people feel like they could touch, hear, taste, and breathe in the scene you’re depicting. Use high-resolution, detail-rich images to help stir emotions. Don’t be afraid of small imperfections in photos – they can add to the sense of ‘realness’, making your images more evocative.
3. Archetypes Archetypes are representations of familiar, relatable characters For example, Caregiver, Creator, Hero, Everyman. Archetypes help tell your brand narrative quickly and illustrate your brand values, which helps engage your audience. Choose archetypes that your customers want to embody – ensure there are no negative connotations or outdated stereotypes at play.
4. Relevancy Make sure your visuals are relevant to your audience’s cultures, interests, and beliefs. Show that you understand and care about things that are important to them. Pay attention to small details. Featuring relatable settings or clothes your audience might own can help people form a connection with your brand. Remember, your target audience’s tastes can change quickly, so be vigilant about staying up-to-date.
Your visual marketing checklist I’ve evaluated which of my previous images were successful and evocative I’ve set my brand’s criteria for authenticity I’ve know which archetypes my customers would like to embody I know which archetypes fit my brand I’ve learned about my audience’s geographic location I know my audience’s culture, interests, and what’s important to them Now you have a good basis, you can start creating effective visual marketing for your brand. Keep the four pillars in mind, and remember to always judge each image from your audience’s point of view.
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