Since the birth of advertising, image has always mattered in the art of selling to the public. Wise heads quickly realised that their sales pitch was instantly aided by quality presented graphics, related to what was being promoted.
From cars to shoes, from cookers to music albums and more, image was always key to greater success.
Today, people are living in a much faster world. Attention time spans have lessened even more. Between playing with phones while watching a television or swapping back and forth between a screen and a newspaper or magazine - even a Playstation - humans try to pack in more but it seems, having less time for each?
From trying to grab a persons attention - and once you have got it , then try to sell something, image branding has moved onto throwing an entire sales pitch through a single graphic image, more often nowadays.
Television programme makers have noticed this lower attention span. In America for example, screenings of TV shows have been cut from their original length, to shorter timings. British made "Downton Abbey" for example, was cut of entire storylines as it was felt that too complex items would not get the needed attention. For TV audiences, more breaks was inserted also not just for revenue gain, but also to try holding on to those with less attention spans; i.e. viewers watching while chatting, playing or texting with their phones.
...And that's just TV.
The same general outlook is a factor now in regard to other areas. Those selling something or promoting something, including themselves, are wanting graphic material that is of lesser timescale to grasp, more noticeable but still as effective in not only grabbing a persons attention - but also getting instantly across, a message or promotion pitch.
More and more people are travelling than ever before, to their daily work places. Be it by train, car, bus or bike, each in turn at some stage can glimpse many static images on the sides of other vehicles, large scale posters on walls, front or side buildings, along with additional pavement standing including bus shelters and erected purpose built stands. In 10 seconds of travelling along, the traveller might glimpse maybe up to 10 to 20 images.
Of course the traveller is not going to have the time to read all the text that accompanies these images. For those doing any driving, this would be too distracting - but they will still see the images. The same principle applies for everyone else. People in general retain 20% of what they read. When it comes to graphics, they are far better. They are able to retain 80%. Of all the information that is sent to the human brain, 90% of it all is actually visual information.
You can further understand in marketing terms, why graphics are ultra important to trying to not only get a message noticed but retained also through the best possible researched method, position and imagery.
For an image to be memory retained, 'branded' into the conscious minds of a person, it has to be experienced on average between eight to twenty time before it becomes fixated in the human brain along with a name behind it.
People are more likely to retain such visual information if they find it more incentivising, attractive or direct relevant to them. One of the undercurrent aims of Clear And Graphic is, to make sure this better happens for clients.
Previous successful attempts to do this are for example "Coke". on immediately hearing that name, what image springs to mind? How about the word "McDonalds" or "Nike" ?
Create The Image - Create The Message.
So it is that by creating an effective image, you create a better instant graphic message. The graphic however, has to also be one that is warm, welcoming, give reassurance, confer strength, superiority, quality and many more aspects that is vital to a message wanted transmitted received and successful retained.
The brand image, the company or the even the political party logo created, should reflect the the key values of those involved. By the creation of a strong effective band image, a person company or group is better on their way to success. Remember, it's been found that 40% of people respond to visual information far better than pain text!
Advantages of creating and using brand image.
- Possessing an effective brand image seriously impacts consumer buying behaviour. This is why premium brands are just that - and the top ranking involved deliberate set-out to build a strong, positive image, then passing onto their intended audience.
- A positive brand image has been found to make people's decision process easier. It has been also found this then leads to more repeat purchases - people buying what they know and trust - as well as more original primary purchases.
- A good brand image or logo conveys success of an actual product or message. This then gives far better results, i.e: increased interaction between business to business and business to customer, in the area of revenue, communication and constant updated data flow.
There are many advantages to having the right logo, product or person image. The 'trick' is about doing it right!