15 Visual Advertising Strategies

Color

Different colors can evoke different responses in the audience.

Composition

organization of visual elements in the advertisement as well as gaze

Rule of Thirds

Advertisements often use the placement of images and details using the rule of thirds.

The Focal Point

This is where our gaze is directed. Certain techniques like blurring and exposure can help to draw our attention to certain parts of the image. Light can also be used to create a clear focal point.

The Visual Path

The path that our eye takes when we read an advertisement is a very important element.

Typography

The font style used in an advertisement is vital. Ads want to balance visuals and text and they use fonts very deliberately. Pay attention to font color, size, and style when analyzing an ad.

Repetition

Advertisers use repetition to really drive home a message and make it memorable. This is often presented visually so look for images and details that are repeated in the ad and also look for repetition in language. Ad campaigns will repeat the slogan and image through many ads in a campaign.

Body Language

Consider the posture and body language of the subjects in the advertisement. Certain postures show confidence, seduction, power and compassion so look at body language and how subjects are posed in relation to each other.

The Gaze

Subjects in advertisements often look directly at the camera which clearly reaches out confidently to the audience which triggers an emotion in the audience to buy the product. Subjects can also look up which shows confidence or look down which shows confidence.

Point of View

This technique takes the audience into the point of view of another

person. This is often used in video ads.

Association

This is when visuals in the advertisement are associated with certain ideas or values and are then associated with the product.

Symbolism

This is a technique that uses objects and ideas that are symbolic and stand for an important concept like love or family.

Anthropomorphism

Advertisers also take objects or animals and give them human characteristics. This is common in advertisements and helps entertain us and connect us to the human condition.

Emotional Appeals

Advertisers often connect directly to our emotions and make us feel a certain way and thus want to buy our product. We can feel nostalgic, inspired, or compassionate.

Storytelling

Advertisers often tell a narrative that can connect directly to their product. This story can show us people in real situations and help sell their product. Look for ways that the visuals tell a story.