Visuals: How do They Influence the Consumer?
Posted on April 18, 2018, by
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.