7 HACKS FOR CREATING A POWERFUL VISUAL CONCEPT
Posted on October 27th, 2012 by Deepak Dhiman
The importance of visual communication cannot be overstated.The success of an organization depends greatly upon the way it communicates with its potential customers and how well the target market responds to that.
In today's world of technology, the attention span has reduced to minimal. Therefore, the customers crave for visual communication over text as they receive constant flow of relevant information from all platforms.
Organizations therefore, need to ensure they are communicating visually and effectively, yet keeping it simple and powerful.
Over multiple years of experience as a creative marketer, I have learned how to create powerful marketing-oriented concepts that leave an impact on your target audience; and here are my 7 hacks for creating a powerful concept that leaves an impact:
1. Be clear about your goals:
Avoid confusing, ineffective messages that communicate nothing of value to both the target audience and organization. All communication should be goal driven. Marketers need to ensure that theyare clear about what the communication goals to achieve; this would be the correct start.
2. Find appropriate visual first:
As a communications strategist, you should realize the importance of visual aids for communication. I suggest you may have to pick up the visual first, preferably single element that describes your message. However, sometimes you may add 2-3 visual together to make it look like one to make a kind of a story. This is a trick I have learned over the years and consider it my hack to creative, engaging visual messages. The focus should be the underlined goal, the visual must be catchy, and the story should be streamlined and concise.
3. Punchline based on the visual:
I find that catchy captions which supplement the visuals and the goals make the effort memorable and attention-grabbing. Make it short and sweet. A caption is the first element of connection with your target audience. Therefore, make sure that it is not just informative; it has the punch to retain the attention.
4. Writing the copy:
Writing the copy should focus on the brand positioning and justify the punch line. Keeping in mind the decreasing attention spans of consumers I would suggest keeping the message not longer than 2 sentences.
5. Choosing the Designer:
Once the concept is ready, it's time to have it designed. There are two types of designers you may encounter, one who is only capable of creating conventional designs and the other, who understands what a concept is all about and work towards that. The later takes my vote.
6. Ample breathing space in the design:
Make sure the designer does not make the design cluttered and provides ample breathing space. In modern design less is more or as I would call it simple is more creative.
7. Outcome matches the brand positioning:
This is the time to see the fruits of your labor, you should be comfortable with the idea and the rest of it would be seen through the response.
Remember practice makes perfect and a few goes will allow you to perfect your art. Good Luck at your future concept creating endeavors.
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