Visual Advertising could be a visualization of your product benefit or a problem the service can solve.
Visual advertising (when executed properly) evoke an emotional response that leads to a customer purchasing your product or service without a direct ‘buy this’ call to action.
When a company website enhances our state of mind and goes beyond providing information to creating an experience, our perception of the brand changes–to the point that we can even become emotionally invested in it.
The most common visual advertising methods
Colour
Different colours translate to different emotions for everyone.
Yet they influence perceptions that are not obvious, such as the taste of food.
So choosing the right colour for your campaign is the “To Be or Not To Be” for your ad.
Direct gaze
How does looking at the image above make you feel?
The Direct Gaze technique forces us to make a direct eye contact – even with a picture.
Staring directly at someone implies a demand or a request, as well as the expectation of a response. And honesty – we tend to trust people more if they can maintain an eye contact with us.
Repetition
This has long been a tactic used to keep a brand in the forefront of a user’s mind.
However, it should be used cautiously as it can eventually lead consumers to hide unwanted ads from their news feed or unsubscribe from your email list.
Ideal or Real
How does looking at the ‘before & after’ images make you feel?
The method WORKS because it connects the product with something we want.
The advertisement suggests that the product will get us that wonderful thing, or make us be that beautiful person.
Suggestion
If you’re trying to promote fitness, use images that are associated with fit people like workout equipment, sweat and muscle and “healthy” images – even though it’s a stereotype, it works to make the suggestion that if they use our product or services, they’re fit.