Essentials of Visual Marketing
- Sabina Islam
- Web Development
It’s a jungle out there!! Consumers are bombarded with hundreds of commercials every day. According to the studies, on average, an individual has exposed to 3500 commercials messages a day. However, most of them get filtered and cannot be recalled later. It seems as if they have a goldfish memory. It’s a Herculean task for marketers to get their message passed through their customer’s memory firewall so that it can be recalled later. Businesses are putting relentless effort into developing innovative ideas and techniques to reach their target audience and make themselves visible. Only a few can succeed, and the rest perish.
Implementing a database-marketing strategy like ‘One-to-one communication’ is very effective and could be the key to the solution. Marketers can use one-to-one communication vehicles like direct email or podcasting to reach their target audiences, where people will self-initiate themselves to participate eagerly.
Every single customer is unique, and their needs are different. Today, with a powerful state of art database warehouse, marketers can pool big data to perform ‘Geo-mapping' and ‘Cluster analysis’ to pinpoint their niche audience and communicate with them. Marketers use variable-data-printing (VDP) to communicate directly with their customers by customizing the message tailored to their specific needs. With the advent of technology, marketers use innovative marketing tools like ‘Variable data' and ‘Digital printing’ to retrieve customers’ personal preferences and interests. They are catering services and offering unique promotions more tailored to individual customers using the correct language text and pictures.
Always choose media channels that will allow you to communicate with your target audience the way they prefer to be. Be unique and make your visual marketing stand out of the ordinary. Come up with innovative ideas to create interest and catch the eyes of your customers, dragging them to view your message. Play with color, texture, fonts, size, formats, visuals, sounds, templates, clip arts, etc. Instead of being a follower, be a pioneer, be distinctive and rise above the crowd with your innovative ideas.
Simplicity is the best solution. Always keep your visuals clean and straightforward to look uncluttered and approachable to the reader. Otherwise, people will zip through the ads if it is too cumbersome and complicated. Always less is more. The concise message will attract customers to dig through your message further. Whatever forms of media vehicle you use, whether it’s a website, email, brochure, or podcast, more negligible and simple is suitable. Convey your message in an easily digestible format and be specific. Most of the time, consumers get overwhelmed with information overload and eventually ignore the notice. A clear, simple, and concise message always helps consumers find what they want.
Finally, be consistent with your format. Use similar typeface, colors, background, foreground, layout, or jingles to communicate effectively with your clientele. Moreover, it will be easy for prospective customers to navigate the site and will also personify your corporate identity and thus reinforce your brand image to a greater extent. Once you establish your visual identity successfully, it will be easy for consumers to recall your message and strengthen brand awareness. Every time they see the color or hear the jingle will trigger your brand image and will help to associate with your brand strongly.
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