Visual content is an integral part of marketing. A survey shows 88 percent of marketers say they use visuals in at least half of their marketing collateral, and nearly half of the survey participants have used visuals in more than 90 percent of their marketing materials.
Why is it important to use visuals in your marketing strategy?
Images Help Brands Connect with Consumers
The brain processes images 60,000 times faster than text and 90 percent of the information the brain receives is visual. You can use different types of visual content to convey your message to your target audience. Visual content includes:
- Images
- Videos
- Presentations
- Infographics
Over 80 percent of website visitors are likely to read content because it has colored visuals.
So tell your stories to your audience through images. These stories help you gain your customers’ trust and establish credibility. Airbnb, for example, uses imagery and short films to provide an overview of the lives of the hosts and things guests can expect during their stay. This strategy transformed the brand from a business of house and rooms to a business of home and living like a local.
Visual trends, however, change from time to time, affecting how consumers perceive a certain brand. It’s essential to keep up with trends that are relevant to your market so that you capture consumer trust. And you can get help in coming up with ideas and executing them. For instance, if your market is the Philippines, you’ll need the insight of a professional photographer in Manila to produce effective visuals that drive local traffic to your website.
Visual Trends Brands Need to Consider
Adobe Stocks explains visual fluency is important for brands and designers. This is the ability to see the coming trends and understand what they mean to consumers.
In 2019, here are the trends you should know:
- Natural Instincts – consumers start to seek balance technology and nature. They look for natural ingredients from the products they support. More consumers support brands that are ethical, sustainable, and transparent.
- Creative democracy – people start to share raw, authentic moments in vivid colors. Brands use this moment to create campaigns that encourage consumers to share their untouched photos. This trend focuses on raw images, diverse subjects, and bright colors, among others.
- Brand stand – younger consumers are more inclined to follow a brand’s advocacies that its products. They trust brands that are vocal about their values and have a commitment to transparency. Almost half of millennials believe CEOs should take a stand on social issues.
Considering these trends when planning your next marketing campaign helps your brand stay relevant, retaining your loyal consumers.
Maintaining Your Position in the Market
Trends come and go in the business world. Failing to catch up with these changes, however, gives your competitor an advantage to take the lead. You have to evolve to stay relevant and get ahead of the competition. Otherwise, consumers are likely to forget your brand, which can hurt your sales.
Adapting to the current needs of consumers is one way to achieve your goals in maintaining brand relevance. Since visual content helps consumers engage with your brand, keep up with the latest trends in visual designs. It helps you design a campaign that delivers results, from securing loyal customers to increasing sales.
