Today nonverbal communication media that fills every day is more adapted to such trends. A visual idea transcends geographical boundaries, languages and their linguistic particularities. An image that commits fewer errors and written text on a message immediately "to the naked eye."
Now,
What images sell better?.
There are four types of images exitosas1:
1. The image of the product.
2. The image is used as the product.
3. The image of people using the product.
4. The image to show the benefits of using the product.
Personally I support the 3rd type, based on the identification generated by advertising people who see the ad.
After making a good segmentation, we can work with graphics designed exclusively for this group of consumers. The search is focused on ensuring that consumers get involved emotionally. When the user is identified with the product sees himself in the position of advertising, a person feels he is "like me, or is someone I admire and I would" be like him / her "
It aims to achieve credibility and conviction of the consumer.
"It's like me, how is the consumer?.
We people of adult age and is thought to herself as if it were ten years younger. Children identify with children who have three or four years more of the real, and you must choose between girls or boys, boys are better use resultados2. Adolescents yearn to feel as young and successful from 18 to 23 years. Adults prefer to see two or three years more.
The consumer directs their attention to adult images related to persons of the same sex and as discussed above are identified by people with a few years older, now if you want to use images of the opposite sex, preferring to be with a couple of years unless they .
The well-dressed and arranged immediately reinforces the values of kindness, honesty, sophistication, talent and intelligence. If you are young and beautiful people is given the characteristic of having an active sex life.
But attention to using beautiful women and sexual stereotypes to their ads, remember to call the attention of consumers does not mean that this is going to buy your product. It is recommended to use models and pictures erotic / sexual when the product is directly related to the romance, love, passion and beauty.
Just ask yourself do you want the values that the consumer gives a beautiful woman is assigned to my product?.
Image segmentation.
Advertising should be directed to a specific audience, but in the case of wanting to cover a bit more do not use features of a geographical location, culture or something that identifies a specific group of people that the rest will automatically be identified not only but feel moved.
The consumer identifies with the image of advertising that is not recommended to use models who represent an ethnic minority.
Beware of film actors and top models.
Careful when choosing an actor or model and face of our product, all individuals, bad and good will associated with our product. Today may be the best tennis player, am an addict and in the mind of the consumer association is forever, or until they make a very successful advertising campaign to relate their product to another thing or person.
The strength and intelligence of the Tigre Tony (Toño).
The payado McDonalds so beloved by children of United States, here in Latin America and to hate what you fear.
Like when you select an actor, you must be very careful to create a comic or an animated cartoon that identifies the product.
In my opinion, the Tony de tigre Zucaritas is a good example of using this tool, but not the EBRD Herb (Herb, the plast) from Burger King.
Another problem arises with the use of characters to identify the product that is shadowed the mark against his character at a time and if we fail to use this animation to lose many customers, not counting those fond of the character.
To finish work on character graphics. When they are drawn or animated children arrive quickly and Old Joe the Camel cigarettes Camel animated this may lead to criticism and legal problems.
Pictures, drawings or text?
Again, using the identification as a major factor in this decision, chose the pictures.
Now, if you target your advertising to a select group of women or men whose aspirations are in fashion, glamor and seduction, you want to show situations with a sense of humor or exaggerate facial expressions is to use the chart.
And what do we do with the texts?.
We use images without always want to give the impression of seriousness, and accompanied to explain, making redundant the message of the picture or just to say something very important.
The texts in the form of data is not used, no one really reads the specifications of a product, only of course, when this led to a dealer or a mechanic, engineer or specialist.
Personally I think a good image and a good slogan is more than enough to send the message correctly.
Photographs, be honest.
In a previous article commented on the importance of being honest in front of a market reported that arrangements known photographic and imaging tricks.
The consumer knows is wide and can leave very bad to get your company if you discover that you are cheating.
Annexed to this article will leave an example of sublimizares tricks used by the biggest companies in the media.
Colors and their influence.
The colors are performed much faster than words and therefore generates responses that may not be changed later with the accompanying text.
The colors offer the image quality, brightness, hardness or softness, prestige, purity, strength, masculinity, femininity, and so on. We transmit odors or tastes. For this and more should pay close attention to the proper use of colors.
The colors have an apparent motion, weight and depth, as well as visibility and impact. The colors defined tradition or innovation can make an image to identify a place in the world 70 years ago or more great holiday might imagine.
The reader rarely recorded items separately so careful grouping of colors. There are combinations that will link the consumer immediately, such as green and yellow with the flag of Brazil, or blue and yellow with Boca Juniors, a team of Argentine soccer, or green with Heineken beer.
The latter illustrates the power that has the color: beer with nature do not have many things in common, but if I give it a green packaging and bombarded with advertising "green" captaré care of that eco-mass young drink beer.
What is that?.
... Curiosity killed the cat, and it helps us sell to us.
Fortunately, the man is extremely curious and easily surprised. We target these images and develop as human actions that go against the tide and images known in an unusual situation.
The comment above, note that draw attention and sell is not the aim of advertising is to sell.
Other ways to draw attention is given to the motion picture, whether a sequence of frames or by using fuzzy techniques funds with clear images in the foreground to make the reader understand and seek to analyze what is happening.
We are not complicated ...
Simplicity, contrast, image geometry and redundancy (by various means) are the means.
Thus, the reader desperately seeking images associated with familiar forms and geometric elements in contrast with love and great products for cleaning and a little detergent EMBASE.
Finally, redundancy facilitates learning and retention.
Guadalupe Cano León la2daelegida.com.arCC Reconocimiento-NoComercial-SinObraDerivada
Fuente del artículo http://www.articulo.org/autores_perfil.php?autor=236
