In a world where people expect immediate answers, sometimes we have to take a step back. Let your brain process what you’re seeing. Take the time to connect the dots. Feel a little uncomfortable. Give in and see what curiosity this sparks.
On a recent visit to a museum with my teenage son (yeah, I do know how lucky I am) we stopped in front of a painting. We stood together, silently, for a while. I realized I had no idea what he was thinking about, but I really liked thinking about something different together.
A lot of times we forget that marketing is close to art (these are things you say when you’ve been in marketing for 20+ years ), and art is meant to say something. It speaks directly to your nervous system, triggers a reaction of calm, pleasure, dislike, or…at it’s best…provocation and curiosity.
There are clear trends in visual marketing – we know them when we see them.
A task chair in a forest = sustainability
A height adjustable table = ergonomics
A group of people gathered around a table = collaboration
But what happens when we pull back. If we distill a huge issue to a simple question:
Is a good chair worth the commute?
How do you visually communicate this question?
Like the question, the imagery needs to be free of extraneous details, it needs to get to the point yet still inspire.