According to the Law of Perception (from the 22 Immutable Laws of Marketing), marketing is a battle of perceptions where customers’ attention is in the spotlight.
Compared to plain text, visual information is proven to quickly affect consumers’ subjectiveness and subsequently their purchasing decisions. As discussed in our previous article, ultra-realistic 3D visualizations are quickly becoming the new gold standard within Product Photography and Visual Marketing. But how can visualizations affect perceptions and ultimately increase conversion rates? Here are 3 key examples:
1. By evoking viewer's emotions
Images are the fastest forms of information that humans comprehend: they intrigue our curiosity, linking together stimuli and emotions. Such interplay provokes people to recall, reflect and respond, impacting their mood and alertness. Therefore, in a marketing sense, it is essential to have an understanding of the multifaceted relationship between colors, shapes, scene composition and how they affect emotions is essential.
2. By increasing brand value
Visuals condense information and can tell stories directly and interactively, making them easy for consumers to understand and engage with. Through effective and targeted visualizations, consumers will legitimize the story, positioning, and value perception of a brand. With this in mind, enhancing brand value is essential to the longevity of any business and a crucial element to customer retention.
3. By making a product desirable
The way a product is presented should be attractive and ideally, have a 'wow' factor. However, in reality, not all visualizations are created equal, and many fail to capture the viewer's attention. Although not easy, presenting products in an attractive and engaging manner can give the target audience a unique experience in a world of increasingly desensitized consumers.
Altering perceptions to alter purchasing behavior
Because when a product visualization evokes emotions, legitimizes brand value and makes a product look attractive, consumers are more likely to purchase a product. Ultimately, a change in perception will directly lead to a permanent change in behavior.