Customers have a variety of needs: from fundamental needs such as food, clothes, and shelter followed by many subjective needs. The later ones are influenced by a person’s particular lifestyle which is also influenced by the culture and society they live in, social group and class. Initially, a brand might appear as a collection of elements: name, logo, symbol or trademark. But it is the intangible that makes the difference: a brand it’s a set of unique values that define its character and personality which promises to deliver high value to its customers. The role of a brand is to help customers in making choices. By knowing what a brand is supposed to deliver we are able to simplify the buying process and to have a positive post-purchase experience.
However, the question that arises is how does a brand make its voice heard? How does it position itself within a market and among other competitive brands? Is it sending the right message which is genuine and capable of trust? Moreover, what and how are visual elements used to appeal to the public?
About sensory marketing
Sensory marketing, known as sensory branding, is a form of marketing that appeals to consumers through all 5 senses. Each sense is utilized to relate to consumers on an emotional level, whether it’s taste, touch, smell, hearing or sight. Research on cognition suggests that our bodily sensations help in decision-making without our conscious awareness. Employing the use of sensory experiences ensures that you will better connect with consumers and build a high level of trust and loyalty.
However, one of the stimulated of the 5 senses is the sight, which has one of the biggest impacts on the consumer decision making.
Consumers easily recognize logos and color schemes and it’s used in marketing to create a lasting emotional experience for consumers.
Humans are visually oriented
Sure, words are like honey and milk. But visuals prove something concrete and manage to send a message to the public much faster than other methods such as auditive or sensory.
A good example would be the experience we as Moxels had when we visited Sleep, the Hotel Design event. We would approach potential clients and engage with them. All went OK, but when we showed them our portfolio they suddenly became impressed and interested in our work. The visual managed to send them the right message: quality, professionalism.
You don’t need statistical evidence to concur the fact that humans are visually-oriented. However, we have done a bit of research and it was not a surprise to find out that :
90% of the information transmitted to the brain is visual.
93% of all human communication is non-verbal.
65% of all humans are visual learners, Social Science Research Network says.
What about the marketing perspective?
70% of marketers plan to increase their use of visual asset according to a research study by Social Media Examiner.
Content with a visual element gets 94% more views.
According to Social Bakers, Facebook brand page “posts with photos” account for 87% of total Facebook page interactions worldwide.
Still don’t believe us? Try out yourself the McGurk effect which proves that what we see can influence what we hear and what we learn:
How we can help you create a strong visual marketing campaign
To positively influence potential customers, the visuals we create must be capable of emotionally engaging the audience and getting the response you want. That’s why our CGI(computer-generated imagery) lives up to the highest expectations:
Authenticity - We efficiently communicate the values of your brand, whether it’s for product or services. Our flexible approach allows us to work with a variety of clients coming from different background and products.
Tonality - We aim to strike the right chord in as far as your audience’s emotions and expectations are concerned. According to what type of audience our clients aim to target, Moxels caters to different kinds of audiences, depending on what the product is. Our customers range from kitchen/bathroom furniture manufacturers and product designers to automotive, architecture and property development.
Content repurposing - we previously talked about the benefits we offer to our clients by using content repurposing. One of the biggest advantages of content repurposing is a better integration of the product in the scene, and creating a variety of versatile angles, colors, and perspectives in order to suit our client’s needs better.
Original visual content - Moxels’ high skilled CGI artists have always managed to push the boundaries of realism through their work. We deliver high-quality high-end and custom content for each one of our clients.
To wrap it all up, remember that visual content is the most powerful medium for commanding attention from the right audience. However, it’s all in how you use this medium that determines your result. In a world full of advertisements everywhere, we, as humans, must filter a lot of them out, and only notice the ones that strike our attention. By using a strong visual asset, you are capable of creating brand trust, awareness and highlight your products and service in a creative way.