This is Q8, "Some companies play with product/logo orientation in ads in print and on the web. What is the point of that? Can you explain the work you’re doing with looking at image rotation? How is this used to freshen a brand?" from AllBusiness.com's Chris Bjorklund. Ms. Bjorklund interviewed me on NextStage's five year study of the best uses of colors, color imagery and color iconography in marketing. This study contained NextStage original research and research from others. The posts in this arc provide content that didn't make it into the podcast, just as the podcast has content that isn't provided in this arc.
You can hear the entire podcast at The Best Way to Use Color and Imagery to Improve Your Marketing. I'll be including a bibliography in the last post in this arc.
The web used to show static content (meaning text and images) and that’s changing. 30-40% of Americans are still on dialup and even so, static content doesn’t play in marketing much anymore because of the “big signs, bright colors” thing. The problem with Rich Media, RIA, Web 2.0 and the rest is their cost. Companies that have these elements as part of their strategy need to realize that the audience that accepts this type of content also tires of it quickly. One trick that can be successfully used is to imply dynamism with an image by rotating it, using perspective, haloing, content gestalt. These are things painting’s Old Masters knew well and they apply directly to web based marketing. Tilt the picture of a car slightly and the car must be moving either up or down hill. That’s the way our brain translates the image.That’s another lesson that has a long history behind it and you can see it in any home. Go into someone’s house and, when they’re out of the room for a minute, slightly tilt a few of the pictures hanging on the walls. Not enough to fall, just a little. People will re-enter the room, demonstrate confusion, lock onto the offending image and right it. Obviously the picture wasn’t falling, it was still on the wall. But the slight tilt implied motion, action, and that needed to be stopped.
On the web, though, it gives the illusion of dynamism. A little trick of the mind-eye-brain system that can be exploited well for smaller companies wanting to make an impact.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- Age Based Marketing Blog Posts
- The AllBusiness.com's Chris Bjorklund Interviews Joseph Carrabis on Color Use in Marketing arc
- The Best Way to Use Color and Imagery to Improve Your Marketing
- Gender Based Marketing Blog Posts
- Gender Marketing Web Design Differences
- Know Your Audience, and Reach It
- NextStage Trainings
- Shared Traits of Great Web Design
- Tips for Your Next Website Redesign
- Usability Studies 101: Follow the Eye
- Websites: The Secret to Landing Pages and Shopping Carts
- IMedia Brand Summit on 9-12 Sept 07
- XChange on 20-21 Sept 07
- DC Emetrics Summit on 14-17 Oct '07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
Comment Preview