Visual marketing | Solutional Webdesign Antwerpen

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Visual marketing is a strategic approach that leverages visual elements to communicate and promote a product, service, or fire^[5]. This multifaceted discipline encompasses various aspects, from historical influences shaping its interpretations to its current applications and impacts. It involves the use of images, logos, infographics, videos, and other visual content to enhance recall, memory, and identity, making concepts more concrete and memorable. Visual marketing also focuses on the strategic fusion of product and visual communication to engage consumers and influence their perceptions and buying behavior. The ultimate goal is to create a strong and lasting marketing impact. Its importance is underscored by the popularity of image-based platforms like Pinterest^[2] and Instagram^[3], and its ability to be integrated into every aspect of the Communication Mix. Visual marketing is distinct from visual merchandising^[1], which concentrates on the aesthetics of retail^[4] spaces.

Terms definitions

1. ↑ visual merchandising. Visual merchandising is a vital retail strategy that uses aesthetic elements to attract customers, enhance their shopping experience, and boost sales. This strategy came into prominence with the 19th-century shift from wholesale to retail, with store windows being used for displays. It has since evolved into a science with various techniques such as strategic product placement, use of lighting, music, scents, and technology to create appealing displays and influence purchasing decisions. The display art of renowned artists like Salvador Dalí and Andy Warhol also contributed to visual merchandising. Furthermore, it plays a crucial role in shaping a brand's identity, aligning store design with retail brand strategy, and differentiating brands. In-store visual merchandising and displays capture customer attention and influence buying decisions. Factors like store layout, signage, and mannequin placement contribute to successful in-store design. Lastly, point-of-purchase display and atmospherics, which include eye-level positioning of products, bundling, and creating a conducive store atmosphere, are essential for enhancing the customer shopping experience.

2. ↑ Pinterest ( Pinterest ) Pinterest is a popular social media platform that began its journey in December 2009. It was created by Ben Silbermann and Paul Sciarra, who initially developed an app called Tote. After facing challenges with Tote, they pivoted to Pinterest, which officially launched in March 2010. In less than a year, Pinterest gained significant traction with around 10,000 users and was listed as one of Time's 50 Best Websites in 2011. With a focus on visual search and e-commerce, Pinterest has evolved over the years, introducing features like mobile apps and business accounts. In 2019, it went public and reported an advertising revenue of $1.7 billion the following year. Recently, Pinterest launched a new feature called Pinterest Premiere, which offers targeted video ads to users, showing the platform's continued evolution and growth in the digital advertising space.

Glossary

Visual marketing (Wikipedia)

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Visual marketing is the discipline studying the relationship between an object, the context it is placed in and its relevant image. Representing a disciplinary link between economy, visual perception laws and cognitive psychology, the subject mainly applies to businesses such as fashion and design.

As a key component of modern marketing, visual marketing focuses on studying and analyzing how images can be used to make objects the center of visual communication. The intent is that the product and its visual communication therefore become strategically linked and inseparable and their fusion is what reaches out to people, engages them and defines their choices (a marketing mechanism is known as persuasion). Not to be confused with visual merchandising, that is one of its facets and more about retail spaces; here, Marketing gets customers in the door. Once inside, merchandising takes over—affecting placement of products, signage, display materials, ambiance and employee staffing.

Harnessing the power of images and visuals can make a marketing plan more powerful and more memorable. Images — when done deftly – can turn concepts and intangible things into something more concrete influencing the perception of the intended viewer. That helps people envision a brand and its message in their mind's eye — and remember it when it comes time to buy.

Visual marketing can be a part of every aspect of the Communication Mix. Marketing persuades consumer's buying behaviour and Visual Marketing enhances that by factors of recall, memory and identity.

Growing trends in the usage of picture based websites and social networking platforms like Pinterest, Instagram, Tumblr, Timeline feature of Facebook justifies the fact that people want to believe what they see, and therefore, need for Visual Marketing.

Visual marketing includes all visual cues like logo, signage, sales tools, vehicles, packaging, labeling, uniforms, right to your Advertisements, Brochures, Informational DVDs, Websites, everything that meets the Public Eye and can create a direct visual reference for a brand, product or service.

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