visual metaphor

The Advantages of Using Visual Metaphors In Advertising

/in , , , /by

When it comes to advertising, most assume that the message should be direct and clear to ensure that your target audience understands what you’re trying to say. However, a message can be more powerful if something more creative or meaningful is behind it. It’s why many businesses use metaphors.

Using visual metaphors in advertising will help deliver a strong message and engage audiences on another level.

What is a Visual Metaphor?

In a nutshell, a visual metaphor uses an image or object that implies something else. It’s essentially a picture representing a different idea.

Visual metaphors work because they tap into the power of your inner mind. You might not process everything right away, but you will understand some aspects of what’s being communicated on a deeper level. With repeated exposure to a visual metaphor, you will figure out what is being said underneath the surface.

Examples of Visual Metaphorsvisual metaphor

There are many common visual metaphors that you may be familiar with. For example, a red rose is often used to represent romance. A picture of someone walking out of the darkness and into the light can represent enlightenment.

A great example of a visual metaphor is Apple’s famous logo, which depicts an apple with a bite taken out. This image represents the biblical story of Adam and Eve, which talks about knowledge gained by eating from the tree of good and evil.

The bite of the apple indicates that Apple (the company) has gained knowledge from taking a bite off the apple. They applied this “knowledge” to its innovative and cutting-edge products. The apple logo can also represent the computer, the modern-day tree of knowledge

buyer persona guide for business

Types Of Metaphors In Advertising

There are two types of metaphors used in advertising: the pure metaphor and the fused metaphor.

The Pure Metaphor

The pure metaphor is when two unrelated concepts are connected. For instance, a picture of a snail might represent the slow service of a competing company. The snail itself has nothing to do with the business, but the audience will understand that speed is vital in what that company is offering.

The Fused Metaphor

A fused metaphor is a bit different. Instead of using something visual to represent specific characteristics, you “fuse” your product with another image to depict the idea you’re trying to express.

For example, McDonald’s ran a fused ad for its Filet-O-Fish sandwich that showed a fishbowl in the shape of a hamburger. It also showed a fish swimming right in the middle (as if between the bun). The fishbowl and the sandwich were combined to create a fused metaphor.

The Benefits Of Using Visual Metaphors In Advertising

The following are a few reasons why you should consider implementing visual metaphors in your advertising efforts:visual metaphor

  • Visual metaphors get your point across quickly: Using visual metaphors can save you the trouble of spending time describing something. It will result in less effort on your part while still attracting more attention from your audience.
  • Visual metaphors generate curiosity: They encourage audiences to pay closer attention to what you’re showing them to figure out the meaning of the metaphor. Once you’ve made your audience curious about your ad, they’ll become more curious about your brand.
  • Visual metaphors are memorable: Your target audience will remember ads that use visual metaphors because they are unique and creative. As a result, it makes it even more likely that they’ll remember your brand.
  • Visual metaphors help your brand stand out: It can be challenging to differentiate yourself in the market. Fortunately, visual metaphors can help you stand out from your competition.
  • Visual metaphors add a sense of creativity to your ads: By using visual metaphors, you’re not only getting your audience’s attention but also their admiration for how inventive and unique you are.

Use Visual Metaphors In Advertising

Although being clear and direct is useful in conveying a message, visual metaphors can help you be succinct. Being succinct is just as important. Additionally, using visual metaphors in your advertising allows you to showcase your brand’s creativity and personality. As a result, your ads will be more memorable, and your audience will be more engaged. With that in mind, be sure to incorporate visual metaphors in your marketing strategy.

17 SEO Myths
New call-to-action
color psychology

How to Use Color Psychology in Marketing

/in , , , , /by

When it comes to building your brand, don’t underestimate the importance of color. The colors you choose are crucial to your brand identity. Just think about some of the most famous brands out there and the colors associated with them, such as Nike and black, Starbucks and green, and Target and red, just to name a few. The colors you choose will always be associated with your brand, which is why you need to choose them carefully (and why they need to remain consistent across all of your branding efforts). One of the most important things to keep in mind is that color isn’t just an aesthetic choice, it’s a psychological one too.

Using Color Intentionally

There are two primary ways to use color in your marketing efforts. The first is to make certain marketing elements stand out. For instance, adding a colored call-to-action button at the end of a blog post instead of using regular anchor text. If the button stands out from the background, it will immediately draw the eye of the reader so that they don’t miss out on your CTA.

The colors you choose for your website’s background and text is crucial as well. Not only does it impact the overall aesthetic of your website (which is important as it reflects on your company’s professionalism), but it also affects the ease of use. If you use two colors that are too similar (such as yellow text on an orange background) it becomes incredibly difficult for visitors to navigate your site. Your color choices should provide enough contrast so that foreground elements stand out from the background.

Finally, don’t overuse color. For example, choosing to use five different colors throughout your home page will create visual clutter that will overwhelm visitors. It works better if you choose no more than two colors that combine to create visual balance.

Digitally transforming your website with things like visuals isn’t easy. Read here to begin your digital innovation.

Using Color Psychology

Different colors elicit different feelings. By using certain colors, you can engage your audience by making them subconsciously feel a different way. Most successful brands choose their colors based on this idea. Take for example McDonald’s. As everyone knows, they use two colors: red and yellow. They complement one another aesthetically and are chosen for their psychological meaning. Red is often associated with friendliness, while yellow is associated with happiness, both of which are emotions McDonald’s embraced as a major part of their brand voice. Red also happens to be a very stimulating color that’s meant to trigger feelings of hunger. Combined, they attract attention from hungry customers.

Color Breakdowns

All colors have some sort of effect on the psychology of consumers. With that in mind, the following are a few of the different colors you could use in your branding and the psychological meaning behind them:

  • Orange – Orange is associated with physical comfort, motivation, and positivity. Payless Shoes and Home Depot use orange as their primary color for these reasons.
  • Green – Green represents harmony, peace, health, and growth. Financial institutions use green to promote growth (of wealth), while many health products and stores use green to promote health (such as Whole Foods).
  • Blue – Blue is closely linked to trust and dependability. Many technology companies use blue to promote the idea that their products are dependable, such as Dell, GM, and Honda. Companies like Facebook and All-State also use blue to promote trust.website design

 

  • Brown – Brown is used to create feelings of trust and security. It’s why UPS prominently uses the color for everything, including their uniforms and trucks.
  • Purple – Purple is associated with luxury and royalty, which is why brands that promote their products as luxurious use purple, such as Cadbury, Hallmark, and Louis Vuitton.
  • Pink – Pink represents compassion, love, and empathy. Pepto-Bismol and Victoria’s Secret both use pink to this effect for different reasons.

Choose Your Colors Wisely To Improve Your Marketing Efforts

As you can see, the use of color is incredibly important to your marketing efforts. Not only do your color choices affect the aesthetic of your website (as well as its ease of use), they are also vital to defining your visual identity. As such, be sure to choose your colors carefully as they will have a psychological impact on your audience.

social media marketing