Visual marketing

from Wikipedia, the free encyclopedia

The Visual Marketing is the field that examines the relationship between the object, its context and its image. It is primarily used in the fashion and design sectors and forms an interdisciplinary contact point between business , the laws of visual perception and cognitive psychology .

As a fundamental element of modern marketing , visual marketing places the ability of an object to be the “protagonist” of visual communication at the center of investigation and critical analysis. The product and its visual communication are thus inextricably linked and their fusion is the component that reaches the audience and influences and determines their decisions (in a communicative mechanism of persuasion ). Visual marketing is often confused with visual merchandising , which, however, is a gradation of the same, since it is more about store design and direct sales promotion on site.

Visual marketing can be part of every aspect of communication: Marketing influences consumer behavior and visual marketing supports this through the power of images, which are better remembered and therefore strengthen the recognition value of a product.

history

The essay Notes on “Camp” by Susan Sontag is one of the origins of this vision of the object. As early as the 1960s, the author made it clear that the object is not interesting as such, but rather in its representation, since it is the result of a series of considerations that affect the history of the object, its symbolism, its becoming and its fulfillment touch in the eyes of the beholder. In its historical development, visual marketing has shown the masking of the object, which moves away from its essence as a product in order to become the main actor of the “staging”. The moment the object enters the Markt system, the object becomes something other than itself. Paolo Schianchi , architect and designer, among the Italian theorists of visual marketing, says:

“(...) The object is: Real - that is, what we see; apparently - the matter of which it is made; ideal - as an archetypal identity; Communication - its relationship with taste; Form and function - the container and its contents; Emotion - the story that can conjure up; critical debate - the language it names and thus reveals; industrial operation - how to make it active and productive; Image - what and how to do it; anonymous - his simple existence (...) ”

All these components, which belong to an object and which define it - in function of the target market and the consumer - are starting points of the investigations in the context of visual marketing.

Italian : Umberto Galimberti , Italian philosopher and psychoanalyst, writes: “(...) But even where there is no lack of money, the wish now defined by fashion does not refer so much to the objects as such, but rather to the myth that fashion has given it and often it is only this that is consumed (...) ”. Anyone who deals with visual marketing is doing exactly this: from the design of the object to its staging, creating the myth that is inherent in the object. Theories of visual marketing were developed by the American Michel Wedel.

literature

  • Susan Sontag, Notes on "Camp", Partisan Review 1964
  • Michel Wedel-Rik Peters, Visual marketing, Psychology Press, September 2007 ISBN 978-0-8058-6292-8
  • P. Schianchi, Verso il bagno Camp, Il Sole 24 Ore Business Media, 2008
  • Umberto Galimberti, I miti del nostro tempo, Feltrinelli 2009
  • Paolo Schianchi, Visual Marketing. L'immagine fotografica, in CE International n.226, Il Sole 24 Ore Business Media 2009
  • R. Pieters, M. Wedel, Goal Control of Visual Attention to Advertising: The Yarbus Implication, in Journal of Consumer Research No. 34, August 2007, pp. 224-233
  • R. Van der Lans, R. Pieters, M. Wedel, Competitive Brand Salience, Marketing Science, 27 (5), 2008
  • P. Schianchi, Nuvole di estetica e prodotto, ISRE Edizioni Salesiane, Volume XVII, No. 1, 2010
  • P. Schianchi, design. La raffigurazione di se stesso. Di presente in presente. Pp. 4-27. Bagno e Accessori, year XXXVI, Oct./Nov. 2010, Il Sole 24 ORE

Individual evidence

  1. ↑ David E. Meyer, University of Michigan, review of the volume Visual marketing
  2. ↑ Fathali M. Moghaddam, Psicologia sociale, Zanichelli 2002 - Vie principali e vie secondarie, based on RE Petty-JT Cacioppo, The elaboration likelihood model of persuasion, in L. Berkowitz, Advances in Experimental Social Psychology, vol. 19, pp. 123-205 - New York, Academic Press
  3. ↑ Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design
  4. ^ Susan Sontag, Notes on "Camp", Partisan Review 1964
  5. ^ Susan Sontag, Notes on "Camp"
  6. ↑ Jim Bettman, Duke University, Fuqua School of Business: "Although vision is perhaps the primary human sensory modality, vision research is perhaps the most advanced of research on sensory systems, and marketers provide a multitude of visual information to consumers via ads, packaging , and other media (...) ISBN 978-0-8058-6292-8
  7. ↑ P. Schianchi, Nuvole di estetica e prodotto, p. 39, ISRE Edizioni Salesiane, Volume XVII, No. 1, 2010
  8. ↑ U. Galimberti, I miti del nostro tempo, Feltrinelli 2009 - p. 103
  9. ↑ Michel Wedel ( Memento of the original from December 4, 2011 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.rhsmith.umd.edu
  10. ↑ https://www.youtube.com/watch?v=NGHDY5MoedY