How does visual marketing convey a brand?

This is a lite version of the PPT, today I turn it into a log and communicate with you, I am also working on the full version of the PPT, also expect to share my ideas as soon as possible. Today and you share is visual marketing and brand communication, this PPT is mainly about through visual marketing to achieve the purpose of conveying the brand. Visual marketing, communication brand. We simply say that is visual communication and brand marketing. I use the following diagram to illustrate the relationship between words, it will appear easier to understand:

In our daily life, we usually encounter those marketing methods. Network Marketing, telephone marketing, content marketing, microblogging marketing, interactive marketing, visual marketing, television marketing, hunger Marketing, Word-of-mouth marketing, SMS marketing, beauty Marketing.

Amazon's interactive marketing, it is worth mentioning, Amazon by reading the user's cookie to recommend to users of other products he has been browsing the same products on Amazon, the product information may be from Taobao or easy, with a sentence of John Deighton said that the marketing way: "Interactive marketing, is to meet customer needs, remember what the customer said, and next time to meet the needs of customers to let customers know we remember what they said." Word-of-mouth Marketing, we are familiar with the Taobao commodity evaluation is a good example, of course, will pass some negative information, when you see hundreds of praise, impulse to buy goods, in fact, you are the first mouse. In visual marketing, we are often moved by wonderful movie trailers, but when we look at the full version of the film, we feel withered and tasteless. These are the negative emotions that our most common marketing brings. So we think that marketing is actually pit Dad, only in the pit is small, so we know how to judge.

So, visual marketing, in our daily life, we will pay attention to what kind of things? Have you ever seen anything like this, lined up everywhere, lined up to buy chestnuts:

Later, I carefully studied the grain Ober, really not all of the lines are called "Grain Ober", Autumn Li Shang, the United States Li Shang, and many of the city's chestnut shops will appear in line. I really want to say "Brother Sells only formation".

Such cases as polo villae belong to the wonderful, whether it is a strategy or strategy, the first step to visual marketing, attract you as a prerequisite. You'll find that the store is open overnight, and it's open for sale. Like this in the Shenzhen coastal city of this is, also played a moving slogan "year-end clearance, once a year", I have to help it in the back PS last one year. Polo villae Use this way in all major cities have shops, or even Hong Kong, it can appear overnight, can also disappear overnight, really like a night spring breeze, such as fog like rain and wind.

Visual marketing also has a very good case, UGG is the originator of snow boots, in the Taobao shop, we will see such a picture:

The shopkeeper lets the customer see the most authentic structure, cut off at all costs a value of more than 800 shoes, to show the strong store and the warmth of the shoes. Compare the top and bottom two pictures, is not the following such a picture will be more vivid and more visual impact?

Add the "Shop keeper" seal to increase the power of trust on the basis of visual impact. So, there is such a picture of the business, sales rose in a straight line. Visual marketing, have to say four key words, attract eyeballs, stimulate interest, stimulate imagination, guide consumption, step-by-step, the past mentioned purpose.

It's a process from seducing dad to pit dad.

In front of a lot of visual marketing in our day-to-day life in the negative cases, today, mainly share with you the visual marketing of positive energy.

From the 08 U.S. presidential campaign case, we discuss the VIS (visual recognition system), Hillary, McCain, Romney, Obama, these four candidates, you can see the next picture, when the voters see their logo, and you now seem to have such an imagination.

Hillary's logo reminds people of a national flag, and it can be seen that Hillary wants to impress her constituents with patriotic spirit and passion. McCain is a soldier born, of course, the logo also gives people the right and majesty of the feeling, this feeling is not too pro-people, easy to produce distance, to our imagination is more like a side map of a bullet and rank. Such visual association really adds a negative effect to McCain. Romney logo, I really can not think how to express, seems too hollow? Lack of connotation. From that capital "R", I can only think of a sister, PS treatment, as a resort logo can not be better. Finally we talk about Obama's logo, the Rising Sun, the hope of Lenovo, logo using the red and blue is the United States flag of the standard VI color. The whole logo conveys hope and change, and this is the Obama campaign's slogan for Hope and change, and the poster campaign revolves around the Hopenhagen, change, visual integrity and the new design to promote innovation. In the poster Hopenhagen design, but also bold avantgarde, attracted a lot of netizens spoof, concise and high contrast color in the competitor's VI poster can be said to stand out, Obama's VI team but work, good chess ah.

Obama VIS, you can pay attention to the Obama logo for the children of the simplification of the identification, which is very meaningful design. The recognition is very high, and the pro-folk card plays very well.

What do we look at Obama's visual marketing strategy? Advocating the rejuvenation of the brand! This is a very accurate crowd positioning, so let's see how the VIS part is done? The first choice is to form visual identification, the connotation of the brand, the difference between manufacturing and competing products, which is also the core competitiveness. We compiled some interesting data, in the 08 general election, the highest turnout in the U.S. presidential election record, turnout reached 135 million, turnout rate of nearly 65%, up from 2004 growth of about 11%! These new votes are overwhelmingly cast by Why did these little-cared-for-men-tainted women suddenly burst out with a great deal of enthusiasm for politics?

McCain campaign failed, of course, he and his VI team also did some reflection and self-regulation.

DIY a pair of comics to say McCain's new vis:

Say so many visual marketing things, the conclusion is what? I try to give some conclusions, although Baidu Encyclopedia and the MBA think-tank Encyclopedia of the story is completely different, when I put my expectations on Wikipedia, found that this is a missing, I share the understanding is: "By stimulating the user's senses to produce imagination, interest, desire, Ultimately, it is called visual marketing to achieve the goal of clicking, recognizing, consuming or brand recognition. Visual marketing can bring great brand and commercial value, is a well-deserved marketing art.

I can't say this completely accurate, but at least it can represent some of my ideas and better judge with using it (visual marketing). I use some of the cases I have been exposed to at work to say that I understand the visual marketing. 3366.com is a mildly casual gaming site, and we have a very classic case to illustrate the real value of visual merchandising.

3366.com game in the Middle page, we discussed in the RTX this banner the click Rate is too low only 10305, the product of the students want to be in some way to improve the data. We have collected a lot of such questions, and there are 2 questions to ask ourselves: 1. What are you doing? (What is the advertisement for?) 2. What do you do? (What should the user do when the ad is read?) The conclusion is obvious, the following picture can answer this question. To attract eyeballs to guide consumption, from the banner, it is true that there is a lack of the link to guide consumption.

We tried adding a animated GIF button "to play". The data for the day reached 14683, raising 40%. Although only a humble fix can bring such great value. Combined with visual marketing keywords, I summed up a sentence "to attract attention to the full value of the eye", do not let your users lose halfway, do not let your efforts to naught.

What is the reason for the fact that our data has fallen by 30% in the optimization of our Joy Bean window? On the left is the old version and the right is the designer's carefully beautified design.

You can see the red Circle part of the default selected by our designers removed, causing users do not know the current steps and circumstances. Inexplicably lost. When we add this default checkbox again, the data appears normal again. What's the problem? The incomplete value-oriented. This goes back to the phrase "draw attention to the full value orientation".

Blue Diamond design team often faced with the critical activities of visual expression, product Alumni said "Pro, not enough atmosphere, data general."

The designer twisted his head ... There is this design: This is a standard draw page design, then our designer pling also try to use a new form to see.

Our product colleagues said the outlook is not optimistic, there is better data performance after the line? Is this design effective? Because designers and product colleagues in the private base and en love ingredients, we decided to make a try, this can always be.

A few days later, we compared the data from our previous lottery page. Two open and daily average income is higher than the previous similar activities, and in the advertising campaign is far below 51 activity, still achieved more than 51 activities of the income. Two times opened to 6.7%.

In fact, this case is enough to illustrate the core value of visual marketing, solve the problem of product display. Back to our keywords, "to attract the attention of the eye to emphasize the intuitive and orderly value-oriented", you will find Ikea's products are in a neat and orderly fashion, when you are shopping in silently with its visual guidance to the checkout position, of course, will be lost, Ikea's designers are still trying to analyze the monitoring of video and data to adjust visual guidance. Of course, the display of goods will pay attention to color and plate density collocation, here will not be more in-depth discussion.

A good web design work is not only the perfect vision, but the good data embodies the actual value is the most popular. Previous interviews often asked the interviewer a question "What do you think the best web design works like?" The answer is now self-evident. Our Blue Diamond Product Manager sent a congratulatory message "high-end international gasification, fashion arrests have personality" GUANGPI "eyes a bright."

Everyone sees below the villain is 3366 mascot Bao and Baola. Our design team received a list of the need to design a micro-letter app expression, and to achieve the purpose of brand communication. How do we achieve this? What is our brand competitiveness? Do users know what these 2 goods are? How do customers pay for our designs?

In the case of limited manpower and time, to coincide with the release of micro-letter time, we have chosen the priority of the design, the first step is very important, we resolutely give up gorgeous action, ingenuity of the funny expression. So how do we do that? How to attract the attention of users? How to make the difference? How to create a meaningful memory? A lot of problems come out, but soon we have a decision! " First do the user like, then talk about the brand! A user does not like the thing through the brand penetration to the user, it is also difficult to insist, China also has such a saying that strong twist melon is not sweet. So all we have to do is let the user fall in love with our design.

Fall in love with a design, so that users can experience and use frequently, strengthen the feelings of the running-in, in this period the silent infiltration of the brand, from the user heart to create brand connotation so as to realize the value of our brand. So one of the things we have to do is: 1. Simplify the current mascot's cumbersome color and texture. (simplifies the amount of information consumed by the user's memory)

2. Define our VI color and logo design.

3. Create a feeling of being kinder and more apt to live. We extracted the mascot VI color and logo design. Sketch some facial expressions that are close to everyday life.

We paint them, make them more vivid, each expression does not exceed 3 colors, red and blue as the main color, to identify their gender. Others are supplemented by colors to adorn the characters. Simple colors and logos simplify the user's cognitive and memory costs, focusing the visual and perceptual focus on the characters ' animations and expressions.

From the micro-letter data, the expression of the installation and delivery volume are in the first. The successful approach makes us feel the importance of visual marketing. Visual marketing can bring huge brand value, is now.

When I finished my ppt in the speech, my colleague asked, what did the last remark mean?

Everyone try to imagine the slide in front of you, the last page thanks to the design, at least 80% are used in English "" "plus gorgeous background pictures." It seems that such a picture can be a grand ending, it seems to play a "finale." But this end of the screen so that we feel is more high-profile and lack of a hint of gratitude in the composition of the sincerity? Have you been shot too? So, at the end of my ppt, I deliberately expressed it with a seemingly slim Chinese font and a complete thank-you statement, plus a white background that showed a bit of simplicity and humility. Although this is not the real me. Of course, such a lot of design, such as Obama's campaign vis Obama's text logo, "Obama" the beginning of the first letter is lowercase, with the development of things and the situation has improved, the territory has been set, in order to strengthen Obama's strength and confidence, VI team used the capital "Obama", Careful students will find this interesting change. Thank you for reading "visual marketing, convey the power of the brand", I hope this article for you some help, but also look forward to your communication.