Visual Marketing is King
Did you know that according to Cisco Systems Inc. report (2017), that eighty-four percent of all marketing communication is predicted to be visual by 2018? Although the term ‘visual’ in this finding was being used to describe video consumption, it’s becoming more of a priority for marketers to create visual content for company’s consumers.
I prefer visual communication over other forms of communication. I feel like there is more room for creativity when creating visuals than simply stating it to someone or listening to it from someone, we take these other ways for granted, and can end up sounding cheesy or pushing a product or way of thinking onto you. It makes their message stand out against others who don’t do the same or who just use traditional methods.
It all depends on the message you are trying to convey, but I believe any and all tools that go into visual communication are necessary and important. I find different forms of typography interesting and cool, that aspect draws me in the most over anything, along with the uniqueness of a product.
Although many companies have strong visual communication, three companies I’ve chosen to outline are The Veggie Patch, Origrami and Brandless.
The Veggie Patch’s brand has strong visual communication because it’s a simple, eccentric design that gets the flavor identity across, even through international barriers. The identity adds humor with the 'T' being the gardening shovel used to unearth the vegetables and its overall execution is simple yet joyful. The ground on the package also changes its color to correlate with the root vegetable illustrations, identifying the type of flavor that is inside yet also nodding to the origin of the ingredients. Even if you don’t speak English, you’ll be able to identify what the primary ingredient or flavor is from the packaging.
Origrami is a husband and wife Sydney-based company that create prints and send them to consumers with creative packaging. The package that houses the prints depicts a polaroid camera and the pictures are printed a polaroid-like film. They unload from the top, playing off the feature of a true polaroid camera. Since polaroids have been the ‘it’ technology item for the past couple of years, Origrami has hopped on the bandwagon and made a compelling product.
The last company is ironically named Brandless. They have created a war on the BrandTax™ and the price they pay for a “branded” product. I find this interesting and ironic that the logo is placed as a label would appear on a product, yet they are a brand.
Whenever I encounter visual communication, especially something that isn’t a “traditional” narrative and is unique makes me feel that the company wants to connect with their consumers on a personal level, not just treating them as cash flow. There is also more room for interpretation, so anyone of any language or background can make the message relatable, which makes them memorable, which I believe is the end goal of any form of communication.
