implementing a visual marketing strategy will seem like a daunting task that is until you finish watching this video [Music] hello world mike plogger back with visme the online platform that stays ahead of visual design trends and allows you to create your own content with ease digital marketing experts have found that the average human sees 5 000 ads per day some of us will actually see even double that now with the competition to grab our attention growing by the day it's imperative that advertisers absolutely nail their content and influence their viewers there are 23 proven methods
that i'll touch on in this video now some relate to the elements within the ad while others touch on different appeals to connect with a viewer as is the case you'll be able to use more than one of these techniques in each of your advertisements it's up to you to decide which is best for your product shall we in every piece of advertising that we see there's some sort of color scheme whether it's a full palette or black and white those colors have likely been chosen for a reason different colors can elicit different feelings in
viewers red is the color of passion or power blue is calming and approachable both of these colors have become strong associations with brands think classic coca-cola in that strong red or tiffany blue as we see here paired with a gray-scaled image this ad also gives us a direct gaze into the product which is another technique that we'll explore here very shortly nonetheless the importance of strategically picking color cannot be emphasized enough if you're interested in diving deeper into color psychology we have the video for you check it out in the link above okay before i
dive into this technique you might be asking yourself what exactly do i mean by composition simply put it's just the organization of elements within your ad space a well thought out ad will pull a viewer's eyes towards the most important aspects of a design it could be an emotional trigger the brand's logo or a call to action button achieving balance is key when it comes to your composition this ad behind me uses composition techniques like the rule of thirds focal point and a visual path the woman sits in the left third while the light shining
gives importance to both her and the centered text i recommend checking out the gestalt principles to explore the basic rules for a great composition you just heard me mention it now let's explore it the rule of thirds this technique places a three by three invisible grid over an image by doing so you'll get four intersecting points and these points are crucial place your most important visual elements at these points just as corona did with their iconic corona bottle now the golden mean is quite similar but follows the fibonacci sequence what the heck is that you
might be asking well it's this more free-flowing grid that directs the placement of elements in a more harmonious way rectangles are broken down into more rectangles achieving visual balance the focal point of an ad is as important as any of our techniques that we're covering in this video we just covered two grid techniques which can draw attention to a focal point but there are a few other techniques as well selective focus is one that will blur out the unimportant aspects of an image adjusting exposure can manipulate what areas should pop while also hiding some other
areas in the shadows or you can even provide a light source to bring importance to a single element in these ads we have not one but two focal points the plain text and the rubbed out text which sends a powerful message any image ad book cover web page any visual that we look at we go on a visual path a journey through the design now there's two visual paths that are the most effective when planning your design the z path and the f path with the z shape our eyes begin at the top left of
the image before moving right then back diagonal left and then across to the right again so here we see the first block of text then move over to the picture of the man backed left to the call of the action before finding the mobile phone now with the f shape our eyes move like they would when reading a book you start top left move right before moving back left down right again and continuing down at the image topography aka fonts the style and amount of text within an ad is crucial to its success just take
into consideration the fact that facebook has an algorithm that accepts or denies ads based on how much text is within that ad crazy right you want to be mindful of how much text you're placing in a design an ad filled with lines of text can often be overwhelming so you'll want to use visuals to balance out your ad this ad well probably wouldn't be accepted by facebook but it is great for traditional advertising britain's biggest egg is that tiny little leg in the ads boundary make sure you do your research when you're choosing your fonts
and don't look far we've covered this in another video of ours on our youtube channel if you really want to nail your product or idea into somebody's head use repetition whether it's the same ad in a number of platforms the same commercial on different channels or pushing your brand logo anywhere and everywhere that's repetition for you now the thing is repetition is best only when debuting a new product or message it'll raise brand awareness but soon after you'll need a new strategy to keep viewers entertained reynald repeated the same concept but in different shapes to
take advantage of this technique viewers will immediately recognize the brand even if it's their first time seeing a new ad if you're creating an ad using real people or even figurines you'll want to consider their body language within the ad without speaking body language can portray confidence success spontaneity liveliness you name it now determining what message you want to send before building your ad is important by doing so you can search for just the right actor or build that perfect animated character mcdonald's believe it or not actually wanted somebody to yawn in their ad why
because they were pushing their new 24-hour service that even the most tired and hungry consumers could relate to have you ever made direct eye contact with a complete stranger and it made you feel some type of way we see it in romance movies all the time and it's also a common strategy in advertising companies will use the most attractive actors and actresses that they can find and ask them to directly gaze into a camera now in return an emotion will be triggered in the viewer pushing them to buy that product we'll often see this with
luxury items or sense maybe just like we do with this gucci ad and this handsome fella now while the direct gaze may be a little intimidating another solution would be the three-quarter gaze here the subject is looking off camera in any direction our first example is from dolce gabbana and the actress this time scarlett johansson is peering into a mirror by looking into a situation the ad gives us a sense of wonder then there's buzz lightyear who of course is looking into saving the world in this ad for toy story you can tell he's just
itching to say to infinity and beyond the point of view technique is most commonly used in video advertising but it can be extremely effective given the product this technique takes a viewer into the point of view of another person gopro and red bull have mastered the technique given what they're selling gopro sells the cameras while red bull sells the drink that really has become more of a lifestyle if you're looking into using this technique get yourself a gopro and pair it with a steadicam or a head mount then simply hit record while completing the action
that you're selling behind the scenes videos or photos is a great technique to authenticate your brand sure you may no longer look perfect in your advertisements but viewers will actually appreciate that these ads can be images of your workspace or employees in the midst of a project or you can even film a video tour of what different employees are working on in any given moment a quick way to do this is by having a single employee do a social media takeover give them the power to go around the office and get genuine interactions with those
in your company hey even mcdonald's admitted in an ad that yes their burgers on paper look a little bit different from those out the drive through window nonetheless personalized marketing like this can go a long way association marketing is one of the more challenging techniques but with proper research it can also be one of the most successful put simply association marketing is when visuals in an image are associated with a certain feeling idea place or memory think rolex watches in their association to power or lamborghinis in their association with wealth associations can also be created
an ad for body wash will use scenes of men playing football implying the body wash will restore their cleanliness or check out this ad associating carnival with drug and alcohol use by using pixels instead of actual vomit is easier to digest [Music] symbolism is similar to association but calls on metaphors and similes to be effective you'll be making comparisons and illusions using your product rather than recognizable icons a high level of brand awareness can help but is only necessary if an idea is completely far-fetched this ad uses symbolism simply the perfume bottle takes the place
of a heart we all recognize that it's supposed to say i heart you the perfume symbolizes love making it the perfect valentine's day gift mcdonald's had a similar approach symbolizing wi-fi with their french fries it's an instantly recognizable icon so most if not all viewers should understand its symbolism as you try to pronounce our next technique let me first help you understand just what it is you know those two m m's that come to life on our televisions or the planter's peanut man that's this technique it's taking an object and bringing it to life it
can also work with animals like tony the tiger or the geico gecko a lot of times these beings will become merchandise the moscow zoo is another example when they edited their animals having a little bit of fun with a hibernating bear oh and ps it's pronounced anthropomorphism if you really understand your target audience using the emotional appeal should be at the top of your potential advertising techniques you should understand the wants hopes fears and needs of your audience then use symbolism association and storytelling to tug at their heartstrings you want your audience to relate to
your commercial and some of these ads can be a little longer like this thai tv commercial but if you watch it you should get an understanding of the effect that these commercials have on viewers there are actually a number of different emotional appeals that you can use and we covered all of them in one of our videos i dove deeper into the emotional appeal and covered some rational appeals as well one of the more riskier techniques is bandwagon pressuring however anything with a little bit of risk could really pay off bandwagon pressuring is when you
convince consumers that everyone is doing it you convince them that they need that product because the masses are buying into it and they shouldn't be left out however if you overdo this technique it could really have a negative effect on a viewer express used the term don't miss out which you'll often see in this technique when advertising their 2014 rewards card i've mentioned storytelling in this video already and with how powerful it can be i want to focus solely on it for a quick second first and foremost storytelling relies on many of the techniques already
covered in this video it takes several techniques to become one influential message the point of storytelling is producing a message that consumers can relate to it can even be done without words in fact some of the most powerful stories are told with music and images alone that's exactly what lacoste did in one of their ads no voices no words just strong imagery from beginning to end telling the story of two strangers becoming oh so much more social media continues to grow as a platform for advertising and as is the case more and more advertising techniques
continue to emerge you'll often see case studies where brands have individuals use their products and write a blog on their website about their experience testimonials also fall under this category and actually what you'll see the most often when scrolling through facebook instagram or twitter is social badges companies share their accomplishments and ads to show their expertise just like nature may did here after they produced the first ever gummy vitamin usp certified for purity and potency if your audience is similar to that of say star wars the fantasy technique could be a viable option by using
associations the fantasy technique takes something we've seen in television or maybe read about and it brings it to life in an ad think sasquatch in the brief jerky commercials for most of us it's a fantasy coming to life for others well the search continues now click the link above to see another more extensive example of air new zealand bringing all of our wildest fantasies into one safety video for companies looking to explain to viewers more about who they are an animated video could be a great tactic animation and motion graphics continue to grow in the
advertising realm they grab attention very quickly but can also be pretty short in length and as entertaining as you please oreo actually put together a number of animated commercials not long ago if you're looking for any examples to check out yourself and if you're not sure where to begin when creating animations visme has a tool to make it easy for you in a slideshow that can be featured on your webpage or your blog artificial reality has grown with technology in recent history and it's made its way into advertising you may also hear it called covert
advertising and that's just because it's not necessarily selling a certain thing but rather providing brand awareness ikea allowed their customers to go into their app and place items from their store into a customer's home of course it was through the phone's camera and augmented reality but it did give viewers an idea of what a piece of furniture would look like in their own home if you're interested in checking it out click the link above and lastly as social media takes over the world social media influencers have become very popular these are individuals with massive followings
who work with companies to promote their product oftentimes the company will send them their products in exchange of a post tagging that company this makes their following at least see the product and likely interact with their brand influencers will either receive compensation or receive those products for free and believe it or not micro influencers exist as well these are those with much smaller followings but their engagement and success could be even greater and that my friends is a wrap i've covered 23 techniques now some of which you'll want to consider in each of your ads
like coloring composition or others may be directed towards just one specific ad i have one final tip for you remember to research and understand your audience know their wants and needs heck know their wants and needs even better than they do and when it comes to beginning your design don't forget visme is a visual design tool for tasks just like this you can create ads from pre-designed templates with all the fonts colors icons and graphics you could ever ask for that's going to do it for me for now i'll be back soon with more videos
made for helping you conquer what seems like the most challenging design tasks our channel already hosts a number of videos so if this video helped you make sure you subscribe to our channel to see just how else we can help for now good luck with your ads and remember i'm mike plogger with visme helping you make information beautiful you
