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Selling With Eye Appeal – How Graphic Design Affects Success in Marketing
Everywhere we look these days there are attractive, enticing, provocative visuals to entice us to click, read or watch. Without these lures, we move on until something catches our interest. Well, it’s fair to say that there are indeed words that can do that too. Actually, phrases would be more accurate. The right mix of information can succeed in stopping us dead in our tracks and making us pay attention. Combine it with the right image and you have a sure winner. But wait…let’s take it a step further: the right combination of words, the right visual and a clear, professional presentation – now there’s a formula that takes you from your nose to the road of no return. You were caught unawares. So powerful is the pull that you’ve lost all awareness that you’ve fallen into a trap, your curiosity driving you deeper and deeper into the signal abyss. Suffice it to say that this is the essence of effective marketing, one of the most manipulative forces in the cosmos. Transcending culture, intelligence, profession and every other human characteristic, this is a phenomenon of unimaginable proportions, capable of driving an entire life form to a desired end.
But how fickle we are. With an attention span of no more than a nanosecond, we seem to be a nation riding on the coattails of the latest craze, intoxicated by a momentary fascination with the latest fad, usually a product of the media circus. Right now, we’re all caught up in the LeBron James decision, the BP oil spill, the obesity epidemic, and the global recession, in that order. But give it a few days and we’ll move on to a whole new spectrum of the most current issues created by that day’s spin buzz.
As a result, the competition is quite fierce for all those who aspire to achieve marketing supremacy. Confused by the many ways we have to market, which include a predominance of those that are visually driven, I reintroduce the subject of this article: the importance of graphic design.
What exactly is graphic design? It is both art and science. It is the ability to package a visual presentation in the garb of intellectual brilliance, psychological impact and cosmetic brilliance. Using style and content to elicit the optimal response from the viewer, successful graphic design controls the entire messaging experience, one where the reception is strong, compelling and forever memorable.
Walk down the aisle at any supermarket, drive down any high street or spend some time surfing the internet or channel surfing and you will be bombarded with an endless array of stimuli. Color, shape, size and composition – these are the variables that determine our options. Do we respond to the big, bold and rich, or subtle, delicate and dim? Modern or classic? Plain or fancy? Simple or busy? Smart or dumb? Funny or sublime? The alternatives are endless. Effective graphic design grabs us by the throat and forces us to react impulsively based on our innate sense of taste and preference. Without any hesitation, we either like it or we don’t. Buy into it or give up entirely.
This can be a pretty good play for the marketing team, betting the farm on a single concept that uses a particular way of graphic design. All of us in sales know that you can’t please everyone all the time. But tell that to the overbearing customer who expects the moon on a silver platter.
What works best: the tried and true, or the revolutionary and innovative? Do people feel more secure with the same old thing or do they crave the excitement of something new and different? It really depends on the market you are appealing to. With the tools of graphic design to work, some marketers plan to charm the gullible masses with their favorite tricks of the trade, which usually consist of wonderful claims of dubious origin. Then there are those who take an alternative route, resorting to sophisticated innovations to trick a gullible market segment into swallowing their pitch – hook, line and sinker. My octogenarian parents belonged to this group: scraps of paper telling them they had proven themselves worthy of belonging to a distinguished group who understood that higher prices indicated true quality. Oh, the tactics that give this profession a bad name! Few are the trustworthy sellers who take the high road, representing their wares fairly and unequivocally in a manner that mimics the utmost perfection.
This places a heavy burden on the graphic designer, who must be able to fulfill the role of expert marketer, client liaison, creative director, copy editor, and visual conceptualizer, not to mention in some cases dual pre-addict and exploiter. cheater And in more than a few small businesses, this role is performed by a single person.
While traditional Madison Avenue advertising boutiques may have employed a group of specialists at the pinnacle of the industry, the result of that kind of collaborative effort was often a pale interpretation due to the many compromises brought about by self-centered goals. When a single artist is given free rein, the end result can be a stunning departure from the norm. Art by committee is rare. Of course, this assumes that the graphic designer is of the genius variety with the ability to understand what is needed and how to make it happen. All too often, whether due to lack of experience and/or lack of talent, graphic design can easily fall short of its goal, sometimes confusing the matter beyond recognition – even drowning out its appeal with a total lack of aesthetics!
Since graphic design is a component of many types of communications including advertisements, posters, banners, publications, reports, letters, invitations, trademarks, websites, greeting cards, signs, displays, programs, movie titles, packaging, posters, jackets dust and Moreover, to name a few examples, its applications are universal and its influence indispensable. The next time you’re faced with a quandary that involves making a decision about which product to buy, just ask yourself, “Am I getting this because I believe it’s the best choice, or am I rejecting it because it costs too much?” Whatever you do, its graphic design has most likely influenced you in one way or another!
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