Graphics have never been my thing…
And they tend to get in the way of quality marketing and advertising.
Just take a listen to David Ogilvy in this video if you don’t already know the debate between high graphic brand advertising and long copy direct response marketing.
The philosophy I adhere to, is that design (‘how it looks’) is far LESS important than what an advert says (the words).
Take for instance the example of a thirsty man in the desert.
Is it necessary to advertise a bottle of water with high graphic images demonstrating the thirst quenching effectiveness of said water based product?
All that’s necessary is a visible sign that says:
‘Get Water Here’
Visual Marketing seeks to deploy visuals in a way that appropriately supports the relevant communication, does not distract, does not necessarily entertain, and most certainly does not lose the message within its creative waste (a few TV adverts of coloured balls bouncing around town supposedly advertising quality colour TVs comes to mind).
Visual Marketing seeks to hone the viewers attention precisely on the message, to emphasise the message, and let the message speak for itself.
Cartoons in Marketing
Drawing Attention by Stu Heinecke is an excellent introduction to the application of cartoons to marketing.
Caption could be: “[Firstname], you’re the friendliest competitor I’ve ever known. Thanks so much for the new chair!”
There is huge potential for the use of cartoon style visuals in marketing, although as Stu Heinecke explains, it really has to be done right or else we fall into the traps as so poignantly identified previously by David Ogilvy.
But for digital media, we can even move one step further with…
Animation in Marketing
I really like the attention grabbing power of cartoon animations with overlay narrative, like this:
There’s something mesmerising about this technique.
And it’s actually not complicated to duplicate. Use a big enough white canvas, fix a camcorder looking down, prepare your presentation and then just draw it out whilst recording on video. Then, record the voice over and using video software, speed up the animation to match the voice over. Ok, it’s kinda complicated… but any digital marketing person could figure it out. Or outsource it.
The point is, if the message really is the right message, then visuals can help emphasise them, or at least draw attention to them, as visual marketing through cartoons and animation has enough novelty factor that it can help grab attention.
BUT, again, the message absolutely must be the right message. That’s where market insight and direct response copywriting comes in.
Learn to Draw
I’ve set myself the ambition of learning to draw. Betty Edwards comes recommended.
I’ll let you know how I’m getting on in due course.