Thursday, February 28, 2008

Visual art in advertising

As we talked about in our previous post Shop with your eyes, consumers are very visual when it comes to advertising and what motivates them to buy that product. A new study released by the University of Georgia expands this point further. They found that when art is used in conjunction with the product you are trying to sell it is subconsciously perceived by the consumer as being more 'luxurious'. Use this psychology to your advantage when designing the graphics for your campaign.

Visual Art Can Boost Advertising, Study Says: by ARTINFO

ATHENS, Ga.—A new University of Georgia study has found that exposure to visual art in advertising, even if the exposure is fleeting, makes consumers evaluate products more positively, reports. Researchers conducted three studies, including posing at a restaurant as waiters, showing 100 patrons sets of silverware in black velvet boxes with either a print of Vincent van Gogh's Cafe Terrace at Night or a photograph of a similar scene. Diners rated the silverware in the van Gogh boxes as more luxurious. The two other studies showed that "a relatively unfamiliar artwork can successfully compete with a famous celebrity in conveying a luxury appeal," and "the content of the specific artwork is not necessarily important, but that general connotations of art matter," according to ScienceDaily. Researchers said all of this points to art as a powerful marketing tool.

No comments: