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Visual Style, Part 2 |
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It should go without saying that the content and style of images should reflect the brand: if your car is supposed to be luxurious and roomy, the photos shouldn't make it look cheap and small. If your service is meant to appeal to a certain class of person, the models in the ads should really exude the attributes of that class.
When brands cross borders, brand managers must re-evaluate the visuals, especially those showing people. Ads are frequently reshot in each country so the models depicted don't look "foreign." This isn't prompted by racism; it is a realistic adaptation to audience response. It is human nature for customers in, say, Thailand to relate to different "types" than customers in Poland. A diverse group that is attractive to a multicultural market like the UK or the US will seem irrelevant to customers in places with more homogeneous populations.
Style is as important as content. The UK cell-phone company Orange used strong black-and-white images in the 1990s to differentiate its brand by giving it a cool realism. When the brand expanded from the UK to countries like Slovakia and Israel, its image was reconceived using color photography, as it was judged that black-and-white create |
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