2. Be Creative, Be Unique
Don’t be shy with your creativity and uniqueness. Users will be drawn to stimulating imagery and design. A wonderful example of this concept comes from Finlandia, a vodka brand native to Finland. The specialty drinks showcased envelop consumers’ senses with crisp images of ice cubes floating in a colorful, fruity paradise. Each of the graphic blocks holds a recipe that awaits conception when the consumer simply scrolls over the image. This website exudes a certain level of elegance and class that is strictly unique to their brand and executes a creative edge to entice the potential customer to delve deeper into their site.
3. Brand Relevance
The imagery chosen for your site should be relevant to your actual brand. Any content put onto the site should relate directly back to the purpose of the company. Godiva does a great job of integrating its brand’s identity as being Belgian chocolate connoisseurs with a stimulating visual experience. Instead of simply selling plain chocolates online, each chocolate is arranged to get the company’s consumers’ salivating and ordering the deliciously wrapped treats. Godiva’s website is an experience full of delicious recipes, beautiful seasonal chocolates, classic collections and stunning graphics with every aspect relating back to the company’s brand identity. When you think Godiva, you think chocolate, and that’s how it should be.
4. Evoke Power
Use imagery that sparks conversation surrounding the image. Furthermore, capture beauty, emotion, romance or some other powerful ethos that will enchant the minds of viewers and evoke their curiosity to explore the rest of the site. A retail company that does this well is Anthropologie, which constantly uses bright and colorful visuals to showcase the newest designs and trends with a storybook feel. Anthropologie headed to Rajasthan, India’s largest state, for their Spring 2015 look book and enchanted consumers with beautiful palaces and fields of flowers. Anthropologie’s indie clothing may not be for everyone, but it’s hard to deny the appeal of the clothing in these photos.
5. Call to Action
Ultimately, producing an image that prompts followers to take action is what takes a regular image from simply improving the web design to providing visual content marketing for your site. Whole Foods dedicates its site to an assortment of calls to action from exploring the company’s blog to viewing various videos demonstrating cooking techniques. The vibrant colors and mouthwatering foods in each block entice consumers to watch the videos and read the blog posts for savory cooking tips, ultimately pushing customers to the store to buy Whole Foods’ delectable selection of groceries.
Images serve to enhance the web design of your site as well as aid in visual content marketing by giving viewers imaginative imagery that excites and stimulates their senses. If you follow these five steps then you will most definitely retain the interest of your website viewers for more than 10 seconds.
Alex Buchart—Content Creator