Most of us find information easier to understand and remember when we can see it. In our experience, users ignore seven out of ten advertising messages if they lack distinctive, engaging visuals.
Our work shows that visual content directly affects the effectiveness of business promotion. Here are some examples.
In an information-saturated environment, people often fail to remember—and may not even notice—low-quality social posts and ads. To get their attention, your content needs to stand out.
Plastic surgery is meant to help people feel beautiful, yet many of Kompozit’s competitors move away from that purpose on social media. Their accounts are filled with shocking before-and-after photos, promotional banners and stock images. This kind of visual content does little to demonstrate professional expertise and can put audiences off.
We decided that Kompozit’s core mission—bringing beauty into the world—should also be reflected on social media. We create aesthetically pleasing images and pair them with useful information. Each image carries an association that makes people think about how it relates to the post, and encourages them to return to the clinic’s account.
This visual approach gives Kompozit a premium image, makes it memorable and helps it stand out among medical clinics in its city.
High-quality imagery can increase trust in a product. We saw this when working with coat manufacturer Citta D’Arte.
The coats are beautiful: the manufacturer uses quality fabrics and pays attention to looks that appeal to women in Russia. Yet before visiting the showroom, prospective customers had a different impression.
They browsed the online catalogue and social media, then arrived at the showroom surprised—the coats were much better quality than they had expected. The manufacturer was not presenting its products effectively, which led us to propose a photo shoot.
We researched the audience and developed three concepts: one for mature women, one for everyday wardrobe essentials, and one for women interested in the fashion industry.
The photography helped build trust in the product. It showed customers the quality of the coats, how to wear them and how good they could look. It also influenced purchase decisions: people began taking an interest in Citta D’Arte products during an off-season period for the brand.
People find it easier to make a decision when they can see the result a product delivers or understand how to use it.
People find it easier to make a decision when they can see the result a product delivers or understand how to use it.
To promote Anastasia Mironova’s classes, we created banners showing the results of her services through her own example. We used the same visual approach on the landing page:
