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The Psychological Power of Graphic Design – Manipulating Your Market Through Eye Appeal

As a professional marketer, you are driven by what your customers want to sell. Sometimes a useful, valuable product; sometimes it is a dry, esoteric concept. More often than not, it’s something that no one needs, but it’s your job to sell it. The client trusted you and will reward your efforts. No one ever said that marketing was always going to be fun and glamorous.

Whether you’re tasked with creating an ad, a website, a brochure or a trade show presentation, the goal is to showcase your client’s work so that all eyes fall on it, whether they need it or eventually buy it.

The first question I would ask is who is your target market? Selling a geriatric product or service is very different from selling something to the tween segment. But a lot of the work we do in this area is far removed from the day-to-day life of the mass consumer market. For example, selling a certain type of industrial technology to the world’s wastewater engineers. Or introducing a series of books about the history of the First World War to the small clutches of World War fans. Each of these examples requires a different approach to understanding what “moves” a particular market.

I was recently approached by the owner of a dance school who wanted their website redesigned to reflect their personality. He felt that if I visited and looked at his work, I could capture the essence of his spirit and come up with graphics to match.

This is a common misconception among people outside of marketing. They all believe that they are truly unique and that they have some special quality that makes them an overnight sensation. Nothing could be further from the truth.

Developing a marketing concept involves a finite selection of type styles, textual content, colors, visuals, shapes and sizes, all dictated by the dimensions of the final product we create, with very little impact on whether the client is brilliant. queen or military madman. If the products we sell are related to the last two descriptions, then it may be justified to use such ideas. But based on my thirty-five years of experience, graphic design is most effective when it is connected to current aesthetic trends, but surpasses the norm with innovation and surprise. It must be competitive with the world’s best efforts while making sense to the target market.

What types of styles work best?

It depends a lot on who we turn to. Just as teenagers would not appreciate the grace and elegance of classic typefaces used tastefully and in proper balance with the surrounding elements, an older market may be turned on by the avant-garde use of a sassy typeface defiantly scrawled over a bold design. However, each technique has its time and place.

What colors work best?

For fifty years, according to several studies conducted in many different countries, regardless of age and gender, blue is the most popular color used for various purposes and purposes. The second choice was green and purple. The least liked colors were orange, gray and brown. However, each study mentioned that cultural differences affected color preferences due to emotional associations with color, such as grief, depression, mental illness, terrorism, etc. they were more forgetful of color and subtlety, while women were more observant and knowledgeable in both. In addition, in laboratory studies, they investigated how color affects behavior, blue showed a calming and relaxing effect, while red caused a faster reaction. When examining age more closely, the younger the subject, the more likely they are to prefer bright colors such as red or yellow. In the presence of the same bright colors, all respondents had larger and more favorable judgments of size and value than when they were influenced by blues or greens, which elicited more realistic and slower responses.

What does this mean for graphic design?

Much of what is found in scientific or psychological research seems to be basically common sense. Young people like hot, flashy colors, and older people like cooler, more conservative colors. However, a commonplace about color doesn’t really matter when looking at the results of various preference studies. According to color theory, there are three primary colors, red, blue, and yellow, and the complementary color of each primary color is determined by mixing the other two primary colors. This means that the complementary color of red is green; the complementary color of blue is orange; and the complementary color of yellow is purple. It sticks out like a sore thumb that most people didn’t like oranges; yet it is the most complementary color that can be used with everyone’s favorite color, blue.

So do we throw those conclusions out the window? Barely. It’s a safe bet that if you used blue as a color scheme for women with breast cancer, men prone to war, and children buying shoes, none of them would be repulsed by the show. I think the use of an accent color would be the more delicate issue, and observing the results of the studies can provide reliable guidance here. We must not ignore the fact that there are an infinite number of shades and tones of blue, which further complicates the matter. If the chosen blue leans towards green, it is more likely to be described as turquoise, while a blue that leans more towards red can be considered more like purple or magenta. These variations change assumptions about the use of secondary or tertiary colors as complements. Another important concern with color is contrast, which can affect the readability of text if used poorly.

What visual images sell best?

Years ago, before computers, desktop publishing, and the Internet, it was common knowledge among industry insiders that babies and dogs were the images used on the newsstand to capture the hearts of the magazine-buying public. An extensive Google search today was unable to substantiate this theory. Times have changed, and with it the tastes of our culture. Another mantra from years past was that “sex sells.” Whether we agree with it or not, sex rarely has a place in the apps that professional marketers need to use.

Here’s what expert Dick Stolley, founding managing editor of People magazine, had to say about his magazine’s best cover photos:

“Young is better than old. Pretty is better than ugly. Rich is better than poor. Film is better than music. Music is better than television. Television is better than sports.. . and anything is better than politics.” In 1999, he added, “And nothing beats celebrity dead,” a fact strongly supported by the all-time best-selling newspaper covers of John Lennon, Princess Diana and, more recently, Michael Jackson.

However, for those of us who sell widgets, these policies are irrelevant. The right image to use in marketing should obviously relate to what we are selling. This does not mean that we have to show a photo or illustration of the subject. Sometimes it’s not the best way. Instead, we need to ask ourselves what best conveys to the ideal customer why they should act immediately to buy what we are presenting? How we “package” this appeal will be the magic bullet that motivates your response.

Well, that doesn’t give you much direction, does it? Having been in this predicament countless times in my career, I am confident that this is the best way to achieve this goal. After establishing the main characteristics of the market based on the relevance of age, gender, occupation, education or location, I assume that everyone wants to be treated as if they are the most desirable customer in the world. Thus, I dress my presentations in the clothes of the rich and successful, with a sophisticated choice of font, intelligence, color, image and layout. I don’t resort to tricks or cheeky planning. I prefer methods that use elegance and class.

One of the reasons is that I have to please the customer first and foremost. Since he is usually affluent and successful, he can immediately relate to this style. Second, it’s human nature for your prospective market, regardless of demographic, to want to identify with the rich and famous, and will likely view the show as the type of person they want. Thus, by arousing his curiosity, the presentation reached the first important step of the process. How well you delivered the message and enticed them to take action will determine whether they continue to buy.

While this methodology may go against the logic of defining your target market, if it turns out to be kids or street gangs, in my experience most of the people we’re targeting are capable people (hopefully) so they can afford anything. they sell; mature enough to understand and appreciate our proposal; and finally, a member of American culture whose needs and desires are shaped by current technology, events, and national attitudes. Based on this, my forays into marketing have been largely successful for those who have hired with the understanding that everyone prefers “first class”.

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