In marketing and advertising, nothing is arguably more essential than imagery. This is especially true when a computer screen, mobile device, or other medium stands between the individual receiving your message and your product.
When there’s no opportunity to touch, feel, taste, or smell something, sight quickly becomes the most valuable sense. Are you effectively using imagery as a part of your company’s overall strategy?
The Value of Corporate Imagery in Branding
If you want to grasp the value of imagery in the business-consumer relationship fully, you have to stop looking at it from the business perspective and switch to the mindset of the consumer. In other words, think of yourself as the consumer.
What emotions do you experience in connection with particular logos you see on a regular basis? Think about popular brands such as Coca-Cola, Nike, Walmart, McDonalds, Apple, AT&T, and Google.
Whether you realized it before or you didn’t, each of these images might well inspire a particular feeling. It may be related to the physical color or shape of the logo, an experience you had with the brand in the past, or an expectation it evokes.
As you’ll quickly find when regarding your personal experience, brand imagery can have an incredible influence on your purchase decisions. According to Color Matters, “A single image delivers a lot of information in a very short time because we perceive an image all at once, whereas reading or hearing often takes significantly longer to process the same information.”
Which means that an image typically demands an immediate response.