The effect of different visual variables and images on the reaction of a general target market
The unmanageable amounts of marketing information consumers are exposed to - also known as marketing clutter - are identified as one of the major problems that the modern marketing specialist faces on a daily basis. The human brain absorbs 90% of information through the sense of sight - therefore, the visual imagery utilised in marketing will contribute most to success. The focus of this mini-dissertation will be on investigating how marketing specialists can utilise visuals used in marketing more effectively by obtaining an understanding of the physical and psychological reaction that marketing visuals have on consumers. The visual aspects investigated in this mini-dissertation include colours, object placement, symbolism, body language and font usage.