Visual branding is a means of advertising that has become very popular over the years. This is mostly because of the growth in popularity of the TV and print media. It works through delivery of information in the form of images to the recipient. This method has been proven to be effective, since images have the ability to deliver large amounts of information to their recipients in such a short period of time.
Humans, as we are, we have the proclivity to perceive an image simultaneously, absorbing information all at once. Hearing and reading often require attention and focus, while seeing, in most cases, relays information even without the viewer putting in any special effort. This is why most businesses have been leaning more towards visual branding for stability and growth.
The Concept of Visual Branding
The texture and feel of a product are two important components in its successful marketing. The visuals used in the marketing of a product can easily evoke the feelings associated with the use of that product. A picture of fries, pizza and drinks in front of a grill are meant to conjure up hunger among the passers-by, while colors, shapes, and arrangements often create a mood on the audience. These often have the effect of influencing any person’s emotional reaction towards what he sets his eyes on.
No matter how powerful or weak the emotional experience is, appearance always influences the way a person may feel about something. The same thing is true in the concept of visual branding, which ensures that the brand appearance evokes the most desired emotional reactions and mitigates any unwanted negative responses.
It Consistency with the Changing Environment
Most of the time, there is a conflict whenever a company transfers its established brand method to a new medium or technology. The original branding rules are often overlooked and not being followed in the new establishment, because of the incompatibility that may arise between these two platforms.
This is why visual branding is the much preferred method among others, as it can be implemented in a large number of platforms. Take an airline company as an example, where in the main brand may be a particular image or color. This can be imprinted on almost anything that is associated with the company in large volumes, thus ensuring the possibility to market the airline more widely.
Its Technical Flexibility
With visual branding, the brand of a company can establish a unique identity and also be adaptable to all types of media. The same look and feel should be able to flow through the whole company from the users and clients.
Visual branding is easier to implement in the most recent and advanced kind of media. It is possible to have it in the Internet, in televisions, through phones, and many others.
Visual branding is slowly transforming the modern business environment as it makes full use of our sight, which is a powerful sense in the human body. It makes the user feel the message being passed across in the most efficient way. With its compatibility with the most modern technology, visual branding is sure to have a long, bright future ahead.
The article is exclusively written for designsmag.com. Clayton Tolley is the owner and founder of Brandsymbol, a global name development agency located in Charlotte, NC. Clayton has over 20 years experience working with the world’s top brands.