Imagine a brand investing tens of thousands of pounds on marketing and advertising content, only to have the final key visual fail because the talent’s body language or facial expressions don’t resonate with the audience.
These subtle cues send an incongruent message, undermining the entire campaign on a subconscious level.
Some of the steps below that go into creating a key visual:
- Concept development
- Create a brief
- Hire professionals – Agency, talent, photographer, location, etc.
- Select the images
- Legal and compliance checks
- Production
- Distribution and launch
Do you check if the body language and facial expressions in your key visuals are fit for purpose at any of these crucial steps?
I’ve been analysing key visuals for the last eight years, reviewing over 300 of them and writing detailed reports. In that time, I’ve found that a brand’s key visual has less than a 50/50 chance of being emotionally resonant. The highest score achieved for overall effectiveness during this period is just 67%.
Key Visual of the Week – Which do you prefer? The original CHANEL image or the edited version?
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The Silent Sabotage: How Subtle Cues in Your Key Visual Can Undermine Your Marketing Campaign
Imagine a brand investing tens of thousands of pounds in marketing and advertising content, only to have the final key visual fail because the talent’s body language or facial expressions don’t resonate with the audience. These subtle cues send an incongruent message, undermining the entire campaign on a subconscious level.
In the high-stakes world of advertising, every detail counts. A compelling key visual can make or break your campaign, and the stakes are even higher when it comes to the non-verbal messages conveyed through body language and facial expressions. These elements, though often overlooked, play a crucial role in how your audience perceives your brand.
The Steps to Creating a Key Visual
Creating a key visual is a meticulous process involving several critical steps:
- Concept Development: This is where the creative vision is born. It involves brainstorming and refining ideas that align with the brand’s identity and campaign goals.
- Create a Brief: A detailed brief is crafted to guide everyone involved in the project. It includes key messages, target audience, and desired outcomes.
- Hire Professionals: The right agency, talent, photographer, and location are selected to bring the concept to life. Each professional adds a layer of expertise to the project.
- Select the Images: From numerous shots, the best images are chosen. This selection process is crucial as it determines the final look and feel of the campaign.
- Legal and Compliance Checks: Ensuring all images meet legal standards and brand guidelines is essential to avoid potential issues.
- Production: The visual content is produced, including any necessary editing and retouching to achieve the desired effect.
- Distribution and Launch: Finally, the key visual is launched across various platforms to reach the target audience.
The Overlooked Detail: Non-Verbal Cues
But at which of these steps do you check if the body language and facial expressions in your key visuals are fit for purpose? Often, this crucial detail is overlooked, leading to visuals that fail to emotionally connect with the audience.
Having analysed key visuals for the last eight years, reviewing over 300 of them and writing detailed reports, I’ve found that a brand’s key visual has less than a 50/50 chance of being emotionally resonant. The highest score achieved for overall effectiveness during this period is just 67%. This statistic highlights a significant gap in the effectiveness of many marketing campaigns.
Why Body Language and Facial Expressions Matter
Body language and facial expressions are powerful communication tools. They convey emotions and intentions without words, influencing how your audience feels about your brand. A smile can evoke warmth and trust, while a stiff posture might suggest discomfort or insincerity. These subtle cues can make a profound impact on the viewer’s subconscious, shaping their perception of your brand.
Enhancing Your Key Visual’s Effectiveness
To ensure your key visuals are emotionally resonant, consider these steps:
- Detailed Briefing: Include specific instructions about desired body language and expressions in your brief. Make sure everyone involved understands the emotional tone you want to convey.
- Casting: Choose talent who can naturally express the desired emotions. A model or actor with the right look but lacking emotional depth won’t deliver the same impact.
- On-Set Direction: During the shoot, direct your talent carefully. Ensure their body language and expressions align with the campaign’s message.
- Review and Feedback: After the shoot, review the images with a critical eye. Look for non-verbal cues that might send mixed messages. Don’t hesitate to reshoot if necessary.
Key Visual of the Week: Original vs. Edited
To illustrate the impact of non-verbal cues, let’s look at this week’s key visual comparison: the original CHANEL image versus an edited version. Which do you prefer? The original image might feature a model with a neutral expression, while the edited version could show a slight smile and a relaxed posture, making the visual more approachable and engaging.
In conclusion, the success of your key visual hinges on more than just creative concepts and professional execution. It’s about ensuring every detail, especially non-verbal cues, aligns with your brand’s message and resonates with your audience. By paying attention to these subtle elements, you can significantly enhance the effectiveness of your marketing campaigns. Don’t let the silent saboteurs—body language and facial expressions—undermine your hard work. Instead, harness their power to create visuals that truly connect.