Any message delivered without the support of graphic design is almost just as useless as graphic design delivered without a message. Approaching any campaign with superficiality, believing that the message is going to be enough will not lend you positive results. The visual concept behind every campaign is extremely important and the experience of those that create it has to be tangible.

To be visually attractive is not enough to maximize your campaign. It is important that the overall design resonates with your customers. It is important that they feel an instant connection, even emotional, that increases the chances of long-term positive consequences, for both themselves and your business. Therefore, the images and the graphic design chosen for your campaign needs to feel familiar while at the same time refreshing, and – if/when possible – innovative.

For example, if you look at the billboards present in the center of a metropolis, they will be huge, colorful, radiant, almost blinding from their exuberance. Some are even almost invasive and angry. And there’s purpose behind this anger. The targeted customer here are people with way above average income. People that are easily taken away by things that stand out. People that care about looks. They care about their image. This segment of specific customers doesn’t really have the time to analyze and make calculated judgments. In their free time they want to be spoiled and they want to feel something different. So if your message is not yelling at them then why would they trust you when they can’t even relate? Therefore this direct approach of aggressive showing rather than telling offers positive results.

However, when we move down in the rural areas, billboards are smaller in size, less noisy and exuberant. But most of all, more focused on commodities and details. Price reductions. Features. Utilities. Practical things. And that’s because the target customer here earns less and managing revenue is important to him so details are much more relevant than showmanship. The customer here looks for efficiency and results rather than entertainment and gloss. The same applies for online campaigns as well. You always need to consider the customer you want to advertise for.

And the luck with online campaigns is that there are ways in which you can advertise features to an audience that doesn’t have enough time to analyze. One of them is through infographs which basically comprise of a bunch of features placed in order inside of a wide visual graphic that attracts through it’s playful or exuberant design. In case of product campaigns, it’s also advisable to use your own products in the image because that shows self-trust and confidence. Features of these products can also be added as option buttons instead of forcing the customer to go through them.

There is however a visual language that addresses multiple customers from different environments. It’s the language of emotion and empathy. One that speaks to all. Images of smiling people that generate a sensation of good health and joy or the images of laughing children playing with balloons. Graphic design that is also based on interactivity between the customer and the brand is also extremely successful.

Investing in online campaigns has and should have big expectations. And still more often than should be the case, it is believed that a message that delivers offers and products and unique opportunities will catch the eye of the customer. But in an age where everyone has access to everything, people are forced to scan through a large quantity of images and visual representations of products and services and choose whatever connects with them. And that’s why an interactive and playful cat will attract more people to buy your pet food rather than a static banner promoting just the great sale you have at the moment.

Or why this boxed water is indeed… better.

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