How To Design Images that Sell
Did you ever have to illustrate sales brochures or websites? Was it hard to find compelling graphics that would trigger the buying decision? Marketing specialists have identified a series of behaviours that lead to a successful sale. This series of behaviours is known under the acronym AIDA, standing for Attention, Interest, Desire, Acquisition.
Let’s see how good graphics help build up this series of behaviour and make your client happy.
What attracts attention best? Bold, bright colours. Create a design in vibrant colours for the header of the page (either brochure or web page). Make it friendly for the eye, though, by avoiding clashing colours like red and blue or yellow and purple. If the client has a clear visual identity in terms of official company colours, work around them and integrate them seamlessly into your design.
You caught the people’s attention, but you need to maintain it. The first visual impact will keep people’s attention for 20 seconds (or so various surveys demonstrate). To maintain interest, your design should focus around the benefits of the product/service for the client. Include images relating to the expected state of mind after using the product – happy faces, images conveying tranquility, well being, satisfaction, prosperity. Make people feel what it is like to own the product.
Now, they must covet the product. You need to go beyond the benefits of the product. You need to build up envy. Graphics of people having a great time with the product, showing it off to family and friends are winning graphics. Images of people relaxing on a vacation, away from troublesome work are also powerful. Make viewers wish they were there, instead of the people in the photos.
Remember to be very transparent in your work process to your client. Discuss every step of the design process. Your success depends on good communication with the one giving you the paycheck. These being said, what are your personal tips and tricks to create great images that sell?This is the point where you need the finest execution. Don’t be aggressive. Don’t push people to the shopping cart and the Buy button. If they feel in any way led on a short leash towards the buying decision, they will give up. Don’t use cheap tricks, like bright coloured arrows pointing to the purchase button – people are neither blind, nor stupid, and don’t like to feel treated like that. If you executed the previous steps properly, people want to buy. It’s just an issue of leading them down the yellow brick road, as a famous movie says. Use non-committal graphics, a cool looking shopping bag, funny images of people pushing shopping carts, something that encourages buying without forcing it.
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