Subtle visual signals can have a MASSIVE impact in creative work. All because they can help – or hurt – your message.
Let’s quickly breakdown an example :30 TV ad from Fisher Investments. And then I’ll share 3 simple questions to ensure you’re making the right visual decisions in your own work.
Fisher’s ad explicitly states they are “different from other money managers.”
Lucky for us, a comparison ad makes it easier to demonstrate these visual differences. Here are at least 9 signals they’ve used:
- Relaxed professional vs. Buttoned-up professional
- Natural environment vs. Urban environment
- Collaborative culture vs. Isolated culture
- Warm, inviting colors vs. Cold, stark colors
- Personable (photos on desks) vs. Impersonal (sterile desks)
- Unique, eye-catching carpet vs. Bland, boring carpet
- Open body language vs. Closed body language
- Stand with clients vs. No clients (maybe we can infer those clients just left for Fisher)
- Elevator’s upward motion (growth with Fisher) vs. Downward motion (decline with other money managers)
All together, these visual decisions communicate that Fisher Investments is warm, inviting, collaborative and, as they state, different from their competition.
When thinking about your creative work, ground yourself in these 3 questions when considering visual decisions:
- Who am I trying to reach?
- What am I trying to communicate?
- What visual clues and signals would a) support the message I am trying to communicate (for example – speed, quality, freshness, uniqueness, etc.), AND b) connect and resonate with the intended audience?
Taking a moment to reflect on and refine your visual decisions will enhance your connection to the audience, reinforce your message, and help you better achieve your objectives.