As the saying goes, “Everything old becomes new again”.2018 has witnessed a definite shift in design, setting precedence for the years to come. Graphic design trends from the past are taking centre stage with a new, fresh and modern twist added to them. Few of the major trends include exploring the 3-dimensional realm, rich photography and vibrant colour palettes. We are now at a fascinating turn-point for design, and we are looking forward to experimenting more in this space. Here are the top 7 design trends you can incorporate in your marketing strategy and engage with India’s next billion Internet users.
Gradient or colour transitions, which were already a rage till late 2007, made a huge comeback when Instagram upgraded its logo with a gradient background. This trend has been on the rise ever since. Colour transitions have diverse and modern applications that are vibrant, smooth and flexible to flat design aesthetics. This trend will continue to diversify in its own innovative avatar, with the usage of bright and vivid colours in a combination of textures – like the ones featured below.
With the increase in the number of users accessing the Internet through their mobile phones, designing your web assets with a mobile-first approach is more of a necessity than a luxury. Responsive design is one which adapts to all screen sizes. However, since the logo of a company is one of the smallest elements on the screen, creating a mobile-responsive logo without losing the visibility of all its elements is one of the main challenges faced by designers. The ingenious solution to this lies in making versions of logos for different screens. Logos have become adaptive, with different versions for mobiles, tablets and desktop devices. Featured below are few logos and their mobile-first versions.
Retro modern illustrations have made a huge comeback in 2018 with generous usage of the 80’s and 90’s colour palette. From pretty pastels to electric hues, age-old visuals have taken a modern route with a semi-flat design. Today, a lot of brand leaders and influential personalities belong to the generation of the 80’s and the 90’s. Additionally, these generations also form a large pool of key target audiences, making this trend an easy way to trigger nostalgia and create engaging posts that boost social engagement.
These illustrations combine modern, sleek lines with throwback colour palettes. The characteristic feature of this style lies in its fluid yet crystal clear messaging. It is truly the best of both worlds. Few designs with retro modern illustrations are displayed below:
Typography for the digital space is more than often an extension of its print counterpart. This trend has just gotten bigger, bolder and better! The only limitation to your typography style is your imagination. Contrary to popular belief, typography is never seen as a minuscule part of the design, but a form of design itself, coupled with an artistic twist. While usual sans serifs fonts remain as fashionable as ever, you can also get creative with designer, artistic and hand-made fonts.
We are also likely to see the comeback of the serif fonts since Google has such an impressive collection for web design. In a quest to stay in sync with design elements across all media, designers usually stay away from serifs as a thumb rule. However, as the acceptability of this font is increasing online, it is only a matter of time for the font to make a complete comeback. Scroll down for interesting ways in which typography is used as an element of design.
A very interesting trend that marks the beginning of the next era in design is 3 Dimensional styles – from 3D still photography to 3D typography. Seeing that there is no limit to innovation and imagination, you can also experiment with a mixture of 3D and 2D.3D capabilities have grown to such an extent that the intersection between virtual and reality have been blurred out and indistinguishable.
Another growing trend is isometric projection which is an interesting method to visually project a 3-dimensional object in a 2-dimensional space. It is safe to say that this type of projection is one of the leading design trends of 2018, used in all kinds of visual mediums including photography, 3D design and illustration, to name a few. Additionally, this trend helps in creating great visual posts on social media. Few of them are showcased below:
An interesting design style for those with nimble fingers and an eye for detail is using paper cut illustrations. This trend uses actual paper cutting, stuck using double sided tape to give it depth and a semi-flat finish. The illustrations end up looking very surreal and can help in telling brand stories through various layers. Featured below is a brilliant amalgamation of hand-made crafts made with the help of our design tools.
Claymation – a process of using clay modelling in animation – is one of the leading trends in stop-motion design. From the main character to the background, claymation gives the advantage of making each aspect of design deformable because of its malleability. This creative and innovative trend is used extensively for gaming animation and in Hollywood productions. As you can see below, though it is a little tedious and time consuming the output is generally worth the effort
Cinemagraphs, or animated photographs, are an evergreen trend in both social media and websites. The best part aspect of cinematography is that they can elevate any kind of page to another level and you do not need to be a leading fashion brand or a design studio to use them.
Cinemagraphs can grab the user’s attention and keep them hooked to your page for a longer time, thus increasing engagement for your page. These animated images work best on product pages where the important aspects of the product can be highlighted from a different angle. They also load faster than videos, making them the perfect fit for light websites.
Now that you know what the top design trends of 2018 are, it is time you implement them in your brand strategy and attract potential consumers. Whether you are a real estate developer, a top FMCG brand or a leading financial organisation, add these design trends to your marketing approach and grow your business.
With thousands of brands vying for attention online, it is essential for companies to have a personality that cuts through the crowd and capture their target audience. A brand personality is a set of human characteristics that are attributed to brands in a way that they look, feel and interact with their audience. It is important to note that the personality should be an extension of the core values of the brand - and not conflict with it. For example, a luxury company may not find the greatest success littering their social feeds with memes, and a more fun brand may not be able to connect with its audience through stark and minimalist ads.
With more and more businesses going digital, and having a diverse social media offering, there is a strong correlation between a well thought-out brand personality and success. From designing online ads to creating a mobile responsive web design, having a compelling digital personality has many benefits, pushing brands to shift from print to digital media. A few of the benefits are discussed below:
In all this, the heart and soul of a digital personality comes down to one thing - design. The bare minimum of any successful communication that a brand puts out is good graphics, proving that design helps tell a brand story. Here are 10 tips to ensure that your brand voice is distinctive and visually arresting:
Creating a design system or a brand book is the first and most important step to ensure that you have a holistic vision for your personality. Your brand is a living, breathing organism and should be treated as such!
Many companies prefer for their image-based communications to have subtle (or heavy!) branding on them, to ensure that it is associated back to their brand. It could be adding a simple frame, an adapted logo or even a specific filter to the image that is used throughout a campaign. It gives a lift to an otherwise simple image.
Featured above are the social media posts by House of Hiranandani. Since the brand specializes in premium and stylish living, their use of visual marketing ideas bursts with personality and originality, done in a creative and subtle way.
Typography, or the art of arranging type, is a powerful element of visual communication. Gone are the days where we relied on Comic Sans or Papyrus to get our points across. Brands are now restricting themselves to using a few signature fonts in their style sheets - either using previously existing ones, or creating new ones, especially for their communications. Fonts communicate a variety of emotions and each type group is often associated with a certain kind of brand or industry. Brands that show restraint in font usage in their communication have much more focused messaging than those who get a bit too experimental with mixing type.
In the above examples, the serif fonts have been used to communicate a classic, timeless style that is usually associated with fashion. The brands featured here, Tifara and Zaamor, tend to favor these styles in their imagery as it best aligns with their tone and personality.
Before - These TVS creatives do not show strong brand characteristics. As an energetic automobile brand, the fonts used to not communicate this through their imagery.
After - After establishing a font palette with visual hierarchy of text, the creatives look as though they are part of the brand. The font choice (Euromode) pleases the eye and suggests movement, speed and progress.
The term ‘Colour Psychology’ has been around the marketing space for a while, as studies show that certain colours affect online consumer behaviour. Along the same lines, businesses are realising that using a specific set of colours in their digital communications (be it their website, Google ads, infographics or social media posts) creates retention in the customer’s mind and links the graphic back to their brand. These could even be colours that are used in a product’s packaging. We’ve seen this many times with the classic Cadbury purple, the Tiffany Blue or the McDonald’s red and yellow. There is a strong association with these colours to their corresponding businesses and products, which let the RGB and CMYK take on a whole new meaning!
Sundaram Mutual, one of our clients in the financial sector, uses tones of blue and white in their social media creatives to bring about brand recall.
The above examples illustrate perfectly how a recognizable color palette can make a graphic distinctive without the need of a logo. It goes without saying that these are made for Google.
Motion graphics are proving to be more and more popular when pitted against their static counterparts. They stand out from our newsfeeds and demand a second look. Brands are getting increasingly creative when it comes to using subtle motion in design. Cinemagraphs are the latest trend in this area - a post where only one aspect of an image is in motion in contrast to a static background.
GIFs are being redefined as more than just a grainy set of images on loop, found on 9Gag. They are quirky, clever representations of concepts that could otherwise not be depicted by a single image post. They are also easily shareable across multiple social media platforms. Companies are able to create a personality through these small clips. Brands are no longer thinking in terms of just static images, they are thinking and communicating in terms of stories.
Videos are the most heavily consumed form of content in the online space. Over half a billion people are watching video content on Facebook on a day-to-day basis. Weekly share of time spent watching TV and video on mobile devices has grown by 85% from 2010 to 2016, according to a report by Edelman. Because of this, brands have intuitively funneled a lot of their budgeting into video content for brand storytelling, promotions and ultimately, conversions (95% of a message is retained when it is portrayed through video versus text).
However, not all videos are created equal, and brands are becoming increasingly intuitive of this point. As the newsfeed develops more and more into an online billboard, it is essential to craft content to best suit the platforms. Square videos are consumed the most, as they take up 78% more space on Facebook’s newsfeed and get more engagement than horizontal ones.
The kinds of content routes that companies take are also varied - but they all stay true to the brand message. This just goes to show that one brand can have many facets to its personality - ranging from a lively, engaging side shown through Vox pop to a ‘strictly business’ side though branded videos. Whatever said and done, video content is here to stay – whether it is low-cost videos to tell a brand story or optimized YouTube videos for customer engagement.
Shape, or form, is another visual element that holds a lot of importance. Social media marketing has allowed brands to communicate with their customers like never before - and in extremely creative ways. Some even have a specific style of graphic art that is so distinctive, that the viewer immediately knows which brand it came from. Different shapes, willingly or unwillingly, mean different things. Organic, soft and rounded shapes give a friendly, relatable and pleasing feel.
For example, in the Dr. Mohan’s graphics above - the emotion of stress has been personified into a fun character to communicate to people how to be more aware of letting stress take over your life. The tone is light, to get across a more serious point - thus trying to get into the mind of the customer and make them relate to the creatives on a personal level rather than giving them complex medical advice.
Sharper, geometric shapes communicate a bold, clean and prestigious outlook. In the creatives done for House of Hiranandani, the tonal vectors used have a minimalist feel which is to communicate the perfection and luxury of their interiors, while still keeping it relevant to social media.
Knowing what your brand intends to communicate should line up with the shape and form of the elements used in all communications to ensure consistency.
There are hundreds of tiny interactions that users face, a majority of which don’t even get noticed. Through brilliant user experience, there are subtle motion design decisions made by developers that try to influence behaviour and make the process or task simpler. These are microinteractions and if done well, shouldn’t even be on the radar of the user. For example, the pull-to-refresh option on Facebook is something that we subconsciously do over other apps as well - and expect the same result. A brand that is fully aware of the spectrum of its interactions with the customer, and is focused on making the purchase funnel or journey as smooth and easy as possible, gains legitimacy and trust.
Flat design and vectors were predicted to be one of the graphic design trends of 2018. Brands are hiring graphic artists to create beautiful flat illustrations to increase lead generation through their landing pages. Tech companies, real estate and even large conglomerates alike are going with this approach instead of a traditional full-width hero image banner. It adds a fun element to the page and certainly draws the user in. Corporates are no longer trying to make their communications stuffy and pompous. This works well especially in the case of businesses with heavy processes or complex offerings - it simplifies it and makes it much less intimidating for the viewer, improving the quality of leads in the process.
Facebook, Instagram, Twitter, LinkedIn, YouTube - Chances are, your company has at least two, or even all of these, active. Each one has a slightly different target audience, although many overlap. It is essential to rework the visual communication for each one, so that it is the most effective for that particular platform. Companies that do this certainly get a nod of approval for social media savants - as merely resizing a creative does not mean that it is ready-to-go for a certain platform. Rearranging the copy, the caption, the graphic, ensuring that the Call-To-Action is at the most optimal place - all these are important factors to keep in mind.
The Indian digital space is extremely diverse - and there is a growing need and appreciation for regionally targeted content and design. Companies in real estate, B2B, finance and FMCG, to name a few, have realised that using the same communication all across the country does not speak to every consumer - not just in terms of the base translation of copy, but the design and graphics as well. By using regional touches and local nuances to the design, the same ad can penetrate the tier 2 and tier 3 market in a much more effective way, and engage with India’s next billion Internet users. It also rouses a sense of pride amongst the customers as they feel represented.
This can be done by changing the color palette to better suit the aesthetic that a certain city is known for (like pink for Jaipur), include nods to monuments and local figures in that region (like Ranjikanth or temple architecture for Chennai) or even film dialogues woven into the creative copy.
This shows that the company is not only invested in the citizens of a certain area or state, but is willing to go the extra mile to build a relationship and start a conversation with them. You can read our case study on how a multilingual approach got a brand 90% growth in leads to understand the reach of regional design.
A modern brand is an entity of many moving parts - some tangible and visible, but others are just a result of good design decisions made, that make a world of difference. As the points above lay out - it is extremely important to pay attention to not only the messaging of your brand, but the way that it is being depicted for communication and consumption. Providing your brand with a strong personality and voice is the best investment in the short and long term!
You can also check out our case study on how a redesign strategy helped a brand increase social engagement for more insights.
Cholamandalam Investment and Finance Company Limited (Chola), is the financial services arm of the Murugappa Group, providing a variety of loan options to its customers. The vision of Chola is to enable its growing clientele of over 8 lakh customers to enter a better life. Since Chola is a small loans provider, most of its consumer base consists of middle-class Indians, especially from tier 2 and tier 3 towns. This is why it was crucial that our communication and design strategy appealed to this audience segment in order to create maximum engagement. The core objective of our redesign strategy for Chola was to break away from previous design formats and offer a fresh new look.
The Target Audience that we were dealing with is the middle-class section of the Indian society. The visual appeal of both the design and the copy has to go hand in hand for the TA to be able to relate to it. The campaigns were tailor-made for the TA to ensure maximum shareability. The ideation for the campaigns primarily involved topics trending with socio-economic groups we were targeting. The TA had to be able to identify with these topics in order to feel compelled to share the posts.
Throughout a number of brainstorming and ideation sessions keeping the target audience and their interests in mind, the team explored various approaches and ideas. During this process, we decided that the best approach would be to understand the feelings of the TA. By putting ourselves in their shoes, we would be better able to understand the kind of content our target audience would find engaging. This was one of the best ways to gain traction as viewers can relate best when they see their life stories projected creatively on their screens. All of our campaigns for Chola mainly focused on trending topics of that period to maximize the shareability of the posts.
With our campaigns for Chola, we decided to try out something new in terms of design style. Having utilized a vectorized design style over the past campaigns, we decided to give the new campaigns a fresh new look. Instead of vector designs, we used detailed, sketched, hand-drawn line illustrations to retain the sophisticated nature of the brand in a creative way. We also utilized the latest super tools in design gadgets.
The design process began with ideation of themes, conceptualization of scenarios based on the content and visualizing people, actions, costumes, spaces and objects to portray in the designs. The next step involved collecting and documenting relevant imagery on the basis of the ideation. Followed by this was the creation process of digitally hand-drawing sketches and creating customised vectors with reference to the collected imagery. Once this process was completed, the colour palette, font styles and the layout were structured and executed.
Our campaigns for Chola usually revolve around a central theme. They include a series of creative images which relate to the theme and tell a compelling story. Here are a few of the design campaigns we created for Chola which performed very well on social media.
Children’s Day was around the corner and so we conceptualized an interesting campaign for the same. There has been a drastic change in the lifestyles of children today compared to children 10-20 years back. The central theme of this campaign was to portray how children from the previous generation led such different lives as compared to children today. We tried bringing in various aspects of childhood like pocket money, holidays, summertime and weekends as themes to compare children then and children now.
A detailed line drawing sketches were made to portray different scenarios. Only the images of the children had colours added to ensure that the emphasis was solely on them. The layout was kept very simple using minimal colours as the drawings were intricate.
Goals and Dreams are different yet interrelated. We created a metaphoric representation of this concept for the #DreamsToGoals campaign. The basic story of this campaign centred on an entrepreneur who strives to cross a cliff. Using a story-based design representation, the concept made it easier to understand and more relatable.
The design attributes followed in this campaign were meaningful illustrations designed with a minimalist aesthetic. A fresh and bright colour palette was used to break the monotony of past designs in the finance industry and create a new visual language. A clean typography, layout and illustration style was implemented throughout the series to express the sophisticated nature of the company.
This campaign shines the spotlight on the untold success stories of small business owners who have made it big. Throughout our design process, we focused on portraying the achievements of these small business owners in a captivating, original manner. A clever collage representation of the content was executed by overlapping images over illustrations. We also added minimalistic movements to the design elements to make it more compelling. The colour palette used in this campaign was a combination of gradients in relevance to the businesses. A clean decorative placement of the copy added to the visual element to the designs.
These campaigns performed very well on social media, garnering a high number of reactions, comments and shares. These numbers proved that creative and thoughtfully designed posts can engage with customers, contribute towards a positive brand image and increase brand awareness. You can also read our blog on What Brands Can do to Engage With India’s Next Billion Users to find more ways to capture the attention of your consumers.
“Once Upon A Time…”
Those four words, when combined, either embraces nostalgia or a magical moment about to be told… a story!
Story telling has been prevalent since the days of cave writings. However, as mankind progressed, new technologies emanated; and with superhighways of online interactions, brands are constantly swimming against a ferocious tide of customer attention. In a world where information is prevalent, visual design aids to strategize further by informing, engaging and delighting the audiences.
Good content & narrative makes a story alluring but a story viscerally explained and duly designed with the right tone, signals & aesthetics amplifies the content, etching an ordinary experience into an extraordinary experience. That’s the power of visual storytelling!
According to a study by Visual Teaching Alliance, 90% of information transmitted to the brain is visual. A logically thought out visual design strategy with the right elements of photos, graphics, colors, type and videos swiftly connect the customers with the brand’s key values, garnering engagement to its true potential. However, a logical balance must be maintained in design as undue over telling the story may boomerang affecting the brand itself otherwise.
The human brain processes visuals 60,000 times faster than text. The magic is truly in the innovative use of images that reflect authenticity, cultural relevancy and real time human experiences; nurturing cascading effects amidst viewers by fermenting emotions and engagement to the story.
Most of the real estate and travel brands, for example, use visuals & images to their advantage, by taking their customers on a perspective tour of their products, amenities and the surrounding facilities. See how we leveraged the power of photography to take the consumer through a visual journey around the globe.
Akbar Travels #PictureYourself campaign
Infographics are a great way to compile information and present it in a visually and digestible format to tell a story about your brand’s journey. Infographics with compelling visuals and factual information ensues the content goes viral, enables analytical tracking and magnifies you as an expert.
Colors have the power to pitch different moods and brand values, as well as increase brand recognition by up to 80%. When used effectively, your brand’s color palette can evoke emotions nurturing your story. Are you a fun brand that wants to inspire creativity and youth? Then you may want to consider vibrant and fun colors. However, if you are a serious brand built on trust, you may want to use trustworthy colors. Playing with the same color over and again across all channels steamrolls to build a better brand connect.
For example, notice how google uses the primary color palette (red, blue, yellow and green) across all its imagery to reflect its playful and innovative culture.
Determine your Brand’s fonts
Further, the choice of fonts you choose also affects the way audiences perceive your brand & its personality. Consider using 2-3 fonts consistently in all channels; one for the title that should be expressive of the brand’s persona along with another easy-to-read font for the subtitle and the body copy.
Olympia #PursuitofLuxury series
In the #PursuitofLuxury series we did for a luxury real estate brand, Olympia, notice how we paired a sans serif font for the body copy with a script font for the title to add to the premium feel of the brand.
Enhancing images with tints, vibrancy, saturation, hues or blurring will set the mood for the story giving it a unique look/feel that can reinforce the brand’s culture. Most importantly the filters must have the same synchrony to other elements as per your style guide.
Take a look at how we used the vintage time lapse effect to illustrate how luxury transcends time.
Olympia’s #LuxuryTranscendsTime series
Ensure the position, size of logo, tagline and other brand visuals remain consistent. While using them over images, ensure that it can offset against its background.
Creating templates for campaigns will efficiently brand a story. Notice how weekly recipes posts on social media for On1y, a gourmet herbs and spices brand has the similar format which includes the brand colors, fonts, title, images and name. Such consistent elements ties each post together rousing the campaign’s cognizance.
Embrace the special features, capabilities and audience demographics of videos, vine videos, gifs and memes to foster different types of engagement.
The vine video by Dunkin Donuts, where coffee and lattes represent football players is a fine example of how vine videos can be used to garner virality.
Adding a name and face in the form of characters or mascots to your brand story adds life to the narrative ensuring authenticity. A simple cartoon, illustration, hand sketches or animated short films can highlight the storyline while also sharing information about your brand.
In an innovative way to communicate the company’s heritage, Murugappa Group compiled a series of live sketched #SayingItSimply videos; followed by a social strategy designed to foster engagement.
The timeline cover photo provides for a good amount of real estate to capture due attention from social media followers like Twitter, Facebook, Pinterest etc. The online social space provides for a good amount of real estate to visually pitch your brand story.
The power of design in storytelling is no fairy tale. The race to get customer attention is on, and your brand’s visual voice is what will get your brand noticed. So put a strong visual story for your brand, if you want your business to have a happy ending.
Have you written a blog post or a great story but have no idea where to look for pictures to accompany the same? Or are you looking for some high quality images for your design project? Well, worry not! We have put together a list of best websites for buying royalty free images in India.
Owned by Mash Audio Visuals Private Limited, Images Bazaar provides creative professional images under different categories. Founded by Sandeep Maheshwari, Images Bazaar has the world's largest collection of Indian images, with over 10 lakh photographs, videos, illustrations and 3D imagery shot by over 10,400 photographers.
Bangalore based Photoconcierge is a collaborative digital marketplace for photographs, illustrations and videos. The company provides a stock repository of photos, vectors and videos to marketers and individuals. With a wide range of photographs and network, the company is a perfect resource-pool to help you find photographs that match your every need.
Photosindia.com is a premier stock image agency that combines the entire processes of stock photography to bring you high quality and wide variety of pictures. With a team of highly enthusiastic and creative visualizers, photographers, software professionals, photosindia is a one stop solution for all your image requirements.
Thinkstock offers user generated premium royalty-free images, vectors and illustrations selected from Getty Images, iStock and other worldwide image partners. The unique thing about Thinkstock images is that you can download and use any image at any file size without affecting your price. It is also the only subscription that offers images from over 40 collections.
Shutterstock is the largest and most exciting platform for creative professionals to license content - including images, videos and music - as well as innovative tools that power the creative process. Founded in 2003 by Jon Oringer, they have millions of royalty free tock photos, illustrations, and vectors for all your needs.
Imagedb has a collection of high quality, diverse range of over 80,000 Indian stock images. Apart from this, Imagedb also has footage and other services including image key wording, retouching, masking or clipping path, Image filterization etc. The company also arranges for commercial shoots for clients, depending on their needs.
FreeDigitalPhotos.net offers pictures and illustrations for free of charge, for business, personal, charitable or educational use. The pictures that are available for free are small in size however, the website also lets you download larger size images but it comes with a cost. Once you have chosen the image you want, the portal lets you download them without even registering.
ImagesKart was founded to provide advertising and communication agencies visual content key to researching, purchasing, and downloading of Indian Images. The company has more than 5000 contributors spread across India and aboard.
Unsplash provides free and high-resolution photos that have been submitted, free of any usage restrictions, by established and up and coming photographers. Every 10 days, 10 new images are added to the website. All photos published on Unsplash are licensed under Creative Commons Zero so you can copy and modify them at your will.
IndianPhotoStock has a unique mix of stock images and fine art photography by Sanjay Marathe. The website hosts more than 20,000 images of India and USA and has pictures of travel, monuments, people, culture, festivals, infrastructure, agriculture, cities, villages, rural life and many more subjects.
An American stock image company, Getty Images has an archive of over 80 million images and illustration and more than 50,000 hours of stock film footage. They have a large central repository online where you can browse for images and buy the rights. Cost of the images varies from the size and resolution of the image. Apart from this they also offer custom photo services for their corporate clients.
Dreamstime is one of India’s leading stock image companies that provide high quality digital images and illustrations at an affordable price. Currently the website has around 15,000,000 registered members, more than 300,000 contributing photographers and over 44,000,000 photos, illustrations, cliparts and vectors.
If you are looking for Indian contemporary stock images, then Stockimagebank is the place to go. The company provides high quality images to agencies such as JWT, O&M, Leo Burnette, Lowe Lintas and clients such as Sony, Microsoft, Nestle, P&G in India & across the globe.
Dinodia has all pictures relating to India including historic pictures from 1980 onwards. They also house, paintings, illustrations, black and white images and contemporary color images. With a total archive of over 50 million images online, Dinodia, paintings, illustrations, black and white images and contemporary color images. They also have over 100 contributors who take pictures for clients in case they don’t have images a particular client is looking for.
Think we have missed out something? Let us know by leaving a comment!
It is getting increasingly expensive to advertise online in India, across sectors, including ecommerce, healthcare, education and entertainment. Prices have gone up for PPC and PPM across Google, Facebook and channels such as retargeting. It has become imperative now to optimise the ads to increase effectiveness and make the most of our marketing budget. How do we do that? Simple. Images decide over 80% of the ads effectiveness. Below are 6 of the best ways to improve the effectiveness of your online ads through images:
1. Keep the image simple and clean: Focus on one aspect in the image, which is obvious even when the image size is very small. Acknowledge that the customer is not on a particular page to view your advertisement. Your image needs to be clear to stand out and attract a click.
2. Communicate the USP of your brand: Pick your image based on the USP of your business. Are you showcasing the most desired brands or are you showcasing your unique products or services? Ensure that the image you pick showcases this USP. If you retail a brand people love, ensure that it's prominently called out in the Image. If it's unique products that you represent, ensure that the image clearly establishes that in the users mind.
3. Show images with a model: Your product may be great, but for the customer, she is looking at how it fits into her life. Bring it alive for her by showcasing your product on or with a model wherever possible. Images with models have a significantly higher click through rate.
4. Call out a sale or deal: We Indians love to bargain and in the online world, that's substituted with a deal. Highlight the best deal you are running, with a % off sign.
5. Stand apart from the interface: Any communication needs to breakthrough through the clutter. Ensure that your image and copy stand out from the rest of the ads and the environment where it's being showed. For example, if you are advertising on Facebook, ensure that the image does not have a white background as it will blend into the Facebook interface.
6. Test, Test, Test: Finally, there is no easy answer to optimising your advertisement. Test different type of images and copies on different target segments and track which ones give you the highest conversion rates for clicks and transactions.