Whether you’re a startup or a well-established company, advertising is obviously a must-have business practice. It draws attention to your product/service, cements your brand’s reputation, and increases sales, which is ultimately what you need to run a successful business. While companies around the world spend billions on advertising, however, not all ad campaigns are successful. The best way to get the results you desire from your advertising campaign is to implement awesome visual techniques.
Don’t be afraid to use color. Ever.
Using color is a wonderful way to draw visual attention to your product/service. But, you don’t need to have a Teenage Mutant Ninja Turtles kinda color. Sometimes just a slightly different tonality of color can create the perfect emotion and context. You can start by considering your selection of colors. Next, compare the different options in relation to the importance each color is associated with. For your ad campaign, to be both eye-catching and creative your prospective colors should translate wordless messages to the viewer. Effective color choice is an important aspect of advertising because the color you choose can become synonymous with your brand.
A good example is Coca-Cola Red. Whenever you see a delicious, ice-cold red Coca-Cola it represents the enduring promise of something incredible to come. In this case, the brand’s color has more than just visual appeal. It focuses on the power that Coca-Cola has in bringing families and friends together in happiness.
Visual techniques: repetition reinforces messaging
It’s easier to forget than to remember. So the technique of repetition in advertising reinforces vital aspects of the ad.
Some ways you can employ visual repetition in your ads are:
- Repeat key features of your ads in different parts of the design.
- Use multiple color CTA’s to draw the customers’ attention to your ad.
- Create different versions of your ad using different colors, styles, characters, and designs.
- Increase the number of times your ad appears online.
- Highlight and emphasize your catchphrase.
When it comes to catchphrases, highlighting what your business stands for, is a great way to resonate with your brand and your customers simultaneously. As an example, think of how many times you’ve heard the following catchphrases in the past:
- MasterCard: There are some things money can’t buy. For everything else, there’s MasterCard.
- Disneyland: The happiest place on Earth.
- Nike: Just do it.
- McDonald’s: I’m lovin’ it
- Capital One: What’s in your wallet?
- Kentucky Fried Chicken: It’s finger-lickin’ good
Through years of features like video marketing, these slogan messages are now imprinted in your brain. Repetition in this way can also convince consumers that the product is worth considering, especially when the company goes to this much trouble to advertise.
Build a connection and link it to your consumers
In a modern and digital era, advertising has the power to create specific associations. This means you can directly link your brand, product, or service to specific places, thoughts, and even nostalgia. The concept is that certain graphic visuals can build connections within customers that they can come to associate with your brand. However, to be successful, you need to have a good understanding of your target market. This means a fair amount of market research is involved in the beforehand process.
For example, most people are conscious of health and bacteria this side of a global pandemic. So a company producing antibacterial products could possibly target families by focusing on a scene of kids playing outside. After the kids have fun playing in the mud and getting dirty, the brand could associate their product with the importance of cleaning up afterward. Thereby linking fun with safety that goes full circle back to their product.
The British manufacturer Dettol, used a similar approach when creating some of their past ad campaigns. Through various images, the brand uses a hand shadow of a rubbish bag, old shoe, and even a toilet to get their point across. Their tagline, “Ensure germs don’t shadow you” coupled with reinforcing images really drives home the concept of everyday bacteria. Making customers aware of the need to use antibacterial products.
Illustrate through visual representation
Illustrative advertising is an important way to create visual marketing that has an impact on customers. For example, an ad focusing on fragrances for men could use a visual concept of a log cabin in the forest to compare their scent to that of the woods.
The beauty of using representation is that you can keep your ad as simple or as complex as you desire depending on your target market. An example of representation that really stands out is McDonald’s Wi-fries ad. The food giant advertised free wifi, by using french fries in place of the wifi symbol. Both the symbol and ad title are easy for customers around the world to relate to.
Final thoughts on visual techniques for your marketing
The world of visual advertising is growing at an exponential rate so the specific techniques you choose to adopt will depend greatly on the message you want to convey to your potential customers. But, if you’ve got a product/service worth knowing about, visual marketing is still the best way to establish your brand in the industry. The best part about implementing visual marketing is that you don’t need to start off with Herculean tasks. You can put your best foot forward with something as simple as color. Then you can add repetition to make sure that people know who you are and what you’re offering. Next, connect your product to something customers can associate it with. And finally, use representation to paint a picture that customers will remember.
Once, you’re got all the right visuals for your ad, you’re ready to get a professional voice actor to bring it all together. And Voice123 is an awesome way to find just the right voice for any ad. Whether you need a mom-and-pop voice for an antibacterial ad or a country voice like Tim McGraw’s for a fragrance, you can find loads of powerful voice actors to lend their talent to your ad.
With that in mind, we’d like to take this opportunity to wish you every success in applying awesome visual techniques to your next advertising campaign.
