Use Visually Appealing Images in Marketing Strategy

Use visually appealing images in marketing strategy

In this contemporary era, image is one of the most important elements used in marketing strategy in order to capture consumer’s attention.  Most of the consumers are interested in viewing attractive images rather than reading the information.  This statement can be further supported with the research that has been conducted by MDG advertising in 2013, which reveals that 94% of the individuals are more attracted to compelling images rather than content without images. Thus, this research has proven that visually appealing images plays an important role in affecting consumer’s behavior as well as influencing the company’s marketing strategy.  

In order to use image effectively in marketing strategy, company should use compelling images that have good color and tonal contrast as it will affects consumer’s mood perceptions, attention and behavior (Aslam, 2006). For instances, consumers tend to pay more attention to images that uses bright colors such as red and yellow, compare to dull colors (Quester & Neal, 2007). Besides that, the use of compelling images must not overshadow other important information that the company wishes to portray to the target audience. In addition, the overall image must be visually balance in terms of shapes, fonts and more to create a first good impression in marketing. It is important to balance all these elements together as it will provide different possibilities to the consumers (Riezebos, 2003). For instances, Figure 1 shows Kapiti’s visually appealing and balanced image which aims to capture consumer’s attention on their new luxury designed ice cream. Overall, visually appealing images is a crucial as it will aid in attracting and retaining more potential customers in marketing strategy.

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Figure 1: Example of a visually appealing image or advertisement by Kapiti

References:

Johnson,K. (2015, August 1). 3 Tips for Effective Infographics to Boost Your Content Marketing Strategy. Retrieved December 11th, 2015, from: http://www.business2community.com/content-marketing/3-tips-creating-effective-infographics-boost-content-marketing-strategy-01290971#LrVvVPUQxXzSo083.97

Seo, W. (2010). The Effect of Color on Consumer’s Attentive Behaviors and Perceived Freshness (Master’s Thesis). Available from ProQuest LLC and Theses database. (UMI No. 1493359)