Visuals: How do They Influence the Consumer?
We live in a world that is inundated with visuals. Everywhere we look, there is a billboard, a sign, an ad, or a commercial. It almost seems like you just can’t escape. With technological advancements and companies constantly competing to unveil the latest, trendiest apps, we have unlimited access to visuals–right from screens of our cell phones. Over the years it has become evident, especially in sales and marketing, that the more visual, the more powerful the message. Companies are increasingly using all kinds of visuals and image-based platforms to set their brands apart.
Social media sites such as Pinterest, Etsy, Tumblr, Instagram, Facebook, and many more are all about visuals. In a way, visual marketing is an entire language on its own–a universe of colors and images that elicit emotion, action, and communication. So, how do visuals actually affect the consumer? Is there a part of our human brains that are wired to be drawn to aesthetics? There are certainly studies to back this theory. From color psychology to emotional design–there are undoubtedly factors that influence how a consumer views a product. Have you ever been in a store and wanted to buy a product that you don’t really need, but feel compelled to because it’s just “so pretty”? Have you ever watched a food channel and drooled over the presentation of certain meals? You can’t actually smell or taste it–but you can visualize how delicious it must be.
As human beings, we rely heavily on our sense of sight–for many common sense reasons. There is one reason though, that companies should take into account when marketing. We like to connect through visuals. Think of Pinterest. This site is a visual blogging platform with a customer base driven solely by visualization. It also brings consumers directly to company websites. There are reasons why clothing stores put certain apparel in the front of the store, with certain colors, and at deliberate levels–just like there is purpose behind customized website designs–you are telling a story about your brand through images (colors, patterns, designs, messages). You entice through visuals–and you sell through visuals.
Is the color psychology a myth? Well, it is true that no one customer is the same as the next. One person might love dark and 
somber colors, another might prefer bright and vivacious ones. If it were that simple, every company would be master-mind marketers. Successful marketing is very much about thorough research on your target demographic, taking calculated risks, and studying emerging trends. Nonetheless, don’t forget: customers can make a snap decision on a product in less than 30 seconds based solely on colors. You might notice that some companies provide customers with the option to view what a product will look like in different colors online. It’s not something you give too much thought to on a daily basis, but it definitely makes a difference when potentially making a sale.
Visuals are especially important when it comes to impulse shopping–and some companies have mastered this art with displays. These kinds of displays are also called point-of-purchase (POP) displays and are most commonly at checkout lines. The purpose of these displays is drive a customers to make a last-minute decision on a product. Waiting in line and being close to the register ignites a sort of urge to buy. You’ve already bought what you came for, so how will one more item hurt? Of course, presentation and colors of the display play a role. The Internet is also skilled in this method. When you purchase an item on Amazon, several items come up that “you might be interested in.” If you’re like most, you probably click on at least a few of them. The power of visuals.
Not only do effective visuals make it more likely your company will land a sale, but it also makes customers less concerned about pricing. Yes, you heard right. According to a study by Elsevier, a global information and analytics company that conducts studies for scientific, technical, and medical industries, there is a direct link between product aesthetics and consumers price sensitivity. After data collected from 510 subjects/consumers, the report concluded that “…there is a strong negative relationship between visual product aesthetics and price sensitivity. In other words, when a product’s design is impressive and powerful, consumers will be less sensitive to the price of the product. Therefore, impressive product design will be able to decrease the level of price sensitivity” (Elsevier, 2015). That being said, it’s safe to say that powerful visuals have the potential to increase company revenue.
How can your company hop on the visual train to successful marketing?
For one, you can let us help you! At PrintIT4less.com, we offer a range of services that maximize visual marketing. From posters (seen on the left) and flyers, to business card labels and vinyl banners–we bring your brand to life. All you have to do is give us your idea, place an order, and we deliver.
Successful digital marketing may take trial and error: the key is having a clear brand image. This includes your mission, your products, and the kind of messages you want to share with your audience. When this is established, start curating content that tells your story. Get creative. When you have an idea, think about ways you can express it without using words. Make sure your social media sites have high resolution, branded images. When a customer looks at your page, they should know exactly who you are and what kind of “vibe” you want to give off. In addition, incorporate more pictures, videos, and infographics. While the traditional path may be tempting, don’t forget to think outside the box. Companies rely heavily on human behavior for successful marketing. Do your homework and get visual!
Source: Science Direct
Categorised in: Marketing, Printer's Advice
This post was written by Progressive Printing Team
