Sensory When the moments speak

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Can images convey scents, sounds, or textures? Obviously in theory, they can't! However, images can exploit the senses, pushing sensations up to the point where we think we can smell, hear, or taste. That is why the exploitation of emotions is one of the basic tenets of image creation.

According to Getty and NewsCred:

“We want to zoom in on the image to see everything in as much detail as possible. We want to go beyond the pixels, to smell and touch. A visual revolution must achieve the above purposes, including all effects on the viewer's memories, feelings and experiences from the past to build stronger connections in the brain. The rational part may be “overloaded” with information, but the emotional part still needs more stimulation every day.”

Archetype: Building a portrait
There are many memorable figures in today's marketing world, like Steve Jobs, Richard Branson and Jeff Bezos. These are all powerful people who "fuel" the story they tell by embodying a relevant role model, such as the Hero, the Discoverer or the Ruler. Companies with well-known leadership can elevate their role model to increase brand influence.

However, companies without well-known executives can still leverage the power of prototypes through intuitive tools. Try looking at the 3 examples below:

Jeep: Explorer. Find new trails and discover interesting places.
PBS: Sage. Understanding the world and the places within.
Harley-Davidson: Rebel. Break all the rules, take risks and express your individuality.
According to Getty and NewsCred:

“Patterns are going strong right now. The most relevant brand role models today are Caregiver, Jester, Lover, Outlaw, Explorer, Creator, Hero, Magician, Sage, Ruler, Innocent and Everyman. Based on understanding iconic stories related to culture and values, brands can create content that interacts and connects better with readers. It's great when you create an image that will stand the test of time or go global."

Harley-Davidson evokes iconic archetypes in an infographic created by research involving women who drive Harleys.

harley.jpg
"Sexy", "attractive", "bold", which word would you choose to Job Function Email List describe the woman with a Harley-Davidson bike?



Conformity: The line between excellence and mediocrity
Do you do marketing that engages local, cultural, and real-time interactions? If so, you already know the power of relevance – the power of visual storytelling.

According to Getty and NewsCred:

“The difference between a great photo and a forgettable photo is whether or not the photo was right for you at the time, you know this when you look at it. That's why you need to keep your brand at the top of your mind, stand out from the crowd, deliver real-time localized content. Understand customers, trust them and gradually enter their mind naturally. To connect with customers, you should choose photos that represent real life moments and make connections that are relevant to the way we live today.”

Ending
There's no denying that we live in an era where visual wizards and visual tool trendsetters wield powerful influence. You can absolutely join that team by sending messages through images. When used correctly, the power of visual content surpasses a thousand words.