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Visual Style, Part 1 |
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Besides color and typography, visual style includes elements such as photography, illustration, and other graphic motifs, including borders and frames. Selecting the right kinds of visual elements can have a surprising impact on customer response to an advertisement or package design. As early as the 1930s, some marketers had an established wisdom about what customers liked to see in a brand; others, such as Louis Cheskin in Chicago, paid greater attention to researching how customers reacted to individual elements such as colors, shapes, materials, and the overall aesthetics of a given design.
Cheskin discovered, for example, that simple changes, such as packaging margarine in yellow instead of white, adding the outline of a spoon to a box of cake mix, or emphasizing modernist style in design after the launch of Sputnik in 1957, could all have a dramatic impact on sales. Cheskin was astute enough to realize that, while what he called "sensation transference" functioned in the short-term, over the long-term tastes change, and brands need to monitor their customers' responses constantly, and adapt accordingly.
Photography
Humans have communicated with pictures for far longer than they have with written words. It follows that realistic images are the most powerful element used in brand |
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