Neutral expressions are particularly prevalent in fashion campaigns but are used across all other industries too.
Brand Insights departments need to know this!
Here are some of the reasons I’ve been given why neutral expressions are used:
1. A neutral expression means the products will be the focus of the campaign – WRONG.
All eye tracking studies prove that the face will always be the first spot that the consumer will look at and give the most attention to.
2. Neutral expressions are a blank canvas, so the consumer can project their own feelings and reactions onto the image – WRONG.
Consumers perceive a neutral expression as negative emotionally 90% of the time.
3. In fashion, there’s often an emphasis on creating a look that is aloof or untouchable, which aligns with a more reserved, neutral facial expression – WRONG.
Depending on the target audience, showing models who exhibit emotions can resonate more deeply on a cultural level. It can make the brand feel more accessible and responsive to the emotional states of its consumers, rather than aloof.
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The Power of Expressions in Fashion Campaigns: Debunking the Myth of Neutral Faces
In the world of advertising, particularly within fashion campaigns, the choice of model expressions is a critical element that can shape consumer perception and brand engagement. Among these choices, the use of neutral expressions has often been perceived as a safe bet, believed to allow products to take centre stage or to serve as a blank canvas for consumer projection. However, recent insights challenge these assumptions, revealing the true impact of expressions on consumer behaviour and brand connection.
Let’s break down some common myths surrounding the use of neutral expressions:
Myth 1: Neutral Expressions Shift Focus to Products
Contrary to popular belief, eye-tracking studies have consistently shown that consumers are naturally drawn to faces first and foremost . This means that even with a neutral expression, the model’s face remains a primary focal point, commanding attention alongside the showcased products. Therefore, the assumption that a neutral face will shift focus solely to the product is not supported by empirical data.
Myth 2: Neutral Expressions Foster Consumer Projection
One prevalent idea is that neutral expressions allow consumers to project their own feelings and reactions onto the image. However, research indicates that neutral faces are often interpreted as emotionally negative by consumers, undermining the notion of a neutral canvas for projection . This suggests that rather than inviting personal identification, neutral expressions can inadvertently distance consumers emotionally.
Myth 3: Aloofness and Neutrality in Fashion
In the realm of fashion, there has been a historical emphasis on cultivating an aloof or untouchable aesthetic, aligning with a reserved, neutral facial expression. Yet, the effectiveness of this approach varies greatly depending on the target audience . Studies suggest that showcasing models with emotional expressions can forge deeper cultural connections with consumers, making brands appear more relatable and responsive to emotional states.
Brand Insights: Reimagining Expressive Campaigns
For Brand Insights departments, these revelations carry significant implications. The decision to utilise expressions in campaigns should be informed by a nuanced understanding of consumer perception and cultural context. Rather than defaulting to neutrality, brands can leverage the emotive power of facial expressions to foster genuine connections with their audience.
Neutral expressions may not be the foolproof strategy they were once believed to be. In fashion and beyond, the choice of model expressions plays a pivotal role in shaping consumer engagement and brand resonance. By embracing the diversity of human emotions, brands can craft campaigns that resonate authentically with their target demographic, ultimately forging stronger connections and driving meaningful brand interactions.