The most successful brands don’t just sell their products. They encourage customers to adopt a certain mindset, belief and lifestyle. When the brand is able to go beyond providing information and creates an experience, it leaves a long-lasting appeal that deepens its relationship with customers. But as in every relationship, it all begins with that first eye contact.
Love at First Sight
As far as capturing the attention of customers, you have one objective: to spark interest. To do that, you have to meet the challenge of standing out from the sea of competitors.
At the dawn of visual advertising, everything came down to appealing to your customers through their sense of sight. Today, this approach remains one of the most effective ways to capture and sustain interest, both in digital and conventional media channels.
The sense of sight is powerful, and as an entrepreneur, this is where you should focus on. In this post, we will discuss the two commonly used and proven techniques in visual advertising.
There’s a reason a graphic designer spends hours upon hours deciding the right colour for the company’s brand logo or even just the printed banners for an event. It’s because colour has a stronger advertising value than many people realise.
Up to 90% of instant judgments made about products are based on colour alone, claims a study called Impact of Colour in Marketing.
Another study confirms that a customer’s buying decision is greatly affected by colours because of the impact they have on how people perceive the brand. This means that colours have an impact on how customers determine the ‘personality’ of the brand.
Scientists also say that customers tend to respond better to famous brands, giving colour paramount importance when it comes to creating brand identity. Standing out with purple in a sea of blue-hued competitors is an example of using colour as a marketing strategy.
Here’s an important tip: when choosing the ‘right’ colour for your banner or even your printed marquee, predict how your target audience will respond to it, rather than fixating on the colour itself.
You want to be on the consumers’ minds. Repetition through visual advertising is one way to get there. Remember the words, ‘got milk?’? Of course you do. This slogan has been used for 21 years and has dug itself a permanent spot in advertising history. The same principle applies to visual advertising, called effective frequency.
Basically, the first time customers look at an ad, they don’t see it. The second time, they don’t notice it’s there. The third time, they become aware of it. The fourth time, they get a feeling it’s not the first time they’re seeing it. The fifth time, they finally take the time to read the ad.
You get the pattern. Somewhere along the way, they will probably feel annoyed, confused, and somewhat worried. But according to the principle of effective frequency, repetition will eventually bear fruit. By the 20th time, people will buy the product or services offered.
If you want visibility, aim for positive visibility. If you go for repetition, make sure it’s worth your prospects’ time at least.