When did you last look at your marketing graphics and images? They may have been cutting-edge at some point. But when exactly was that? All visuals start off being sharper than a set of steak knives. But they can turn into wooden spoons.
Trends happen and then move on. If you don’t keep up, you’re left with outdated images and graphics that will snap and crackle… but never pop. Your audience will lose interest or (even worse) not even notice you.
Let’s put tired and outdated visuals under the microscope… and see if we can wake them up.
Did you know that people retain 65% of what they’ve seen 3 days later, but only 10% of what they’ve heard? Visuals are a powerful way of staying in the target audience’s head. But what if your marketing campaigns consist of generic stock images? Your company will be forgotten quicker than a goldfish with amnesia.
Maybe you don’t use stock images. Perhaps your online presence and printed literature feature pictures of your site, products, and staff. But let’s take a closer look. When were they taken? Why are your employees posing in unnatural positions or looking bored? Why do the product images look blurred? When was your office last decorated? Is that a fax machine?
These types of on-site photos used to be the norm. But now it will take your audience back in time quicker than Doctor Who’s Tardis. The same goes for using low-resolution product images from manufacturer and reseller websites. People will be put off… and take their business elsewhere.
Marketing your business is all about building trust with your audience. Your visuals play an important part in this. High-quality, authentic images have been shown to increase consumer trust by 2.4 times with 73% more likely to place orders. So how do you get these modern, attention-grabbing visuals? Let’s take another look at stock images first. Yes, free versions are very generic and run the risk of appearing on other company websites and marketing materials. But what if you paid for higher-quality stock? Images that more closely match your brand identity with less chance of them popping up elsewhere. This could be a good compromise if you’re on a tight budget.
The best way to engage your target audience is through exclusive visual content relevant to your brand. Hiring a photographer or buying a camera setup to refresh those tired on-site pictures would be a wise investment. Replace those stilted poses with action shots of processes. Delete the downloaded images and take product pictures of your own instead. Use digital backdrops and exciting new angles. You can also ask manufacturers for high-resolution alternatives. They’re normally happy to help.
Consumers look for innovation in their potential suppliers. Outdated images will mask your true capacity and ultimately lose business. Visuals must breathe life into your brand and tell a story as fresh as breaking news. And most importantly… lose the fax machine.
Overlooking the impact of your logo is a common mistake and missed opportunity. It’s more than just aesthetically presenting your company name. Your logo can influence up to 90% of first impressions. It’s a powerful part of your brand identity. What does yours say about you?
Some companies haven’t updated their logo designs since the 1990s when effects were favoured over content. Chrome styling, drop shadows, and gradients may have looked as relevant as an Oasis album back then. But now they look tired and outdated in a modern world where simplicity is key.
Many designs fail to connect with target audiences because they don’t stand out. There are no identifying brand marks for customers to relate to. How do you leave a lasting impression when your competitors look the same as you?
The human brain can process visuals 60,000 times faster than text. There are many types of logos out there too. This gives plenty of opportunity to set your company apart from the competition. Some logos stand the test of the time. For example, Twinings Tea hasn’t changed theirs since 1787. But these are rare cases and there’s nothing wrong with starting again from scratch. Apple’s iconic logo may now be universally known, but it looked very different in 1976. Companies like McDonald's and Pepsi used 1990s-style effects on their logos, but have since replaced them with clean, minimal visuals. You want to resonate with target audiences not take them on a nostalgia trip.
Colour psychology must also be considered. You may like British Racing Green but that doesn’t mean your customers will. Different messages need different palettes. Don’t be restricted by corporate shades. Your brand has a voice. Do you want it to sing from the rafters or whisper in a corner? Invest money into making a unique logo that transcends cultures and languages. Connecting with more people means increased business and a competitive edge.
Bad marketing materials can cause more damage to your brand identity than an unsupervised puppy. There are many print and digital options out there. But it’s easy to get it wrong.
Old brochures, flat graphics, and poor consistency will put your customers off like a bad smell. A lack of engaging, interactive materials may lose the audience altogether.
Benchmark against industry peers and competitors. Centralise your materials to get clearer visibility on what graphic elements work best for your business and identify fresh approaches for future collateral. Enhance customer experience (CX) through interactive PowerPoint, videos, and web content to enhance their knowledge of the digital space.
The industrial, manufacturing, and retail sectors are highly competitive. Attracting consumer attention is more important than ever. You can’t afford to be let down by your visuals.
Our design expertise and industry knowledge mean we can revitalise your graphics and images with current trends and keep your company brand relevant.
Want to know more? Let’s chat.
