Thursday, March 1, 2012

STAND OUT - It's not about the fanciest photos

There's an unfortunate trend in law marketing and websites where the advertising/ design/branding agency builds a highly visible campaign around a series of eye-catching photos.  They can be crazy animals, or people acting weirdly, or all sorts of things.

This can be effective, although having its agency simply select a handful of $5000 Rights-Managed photos to license is hardly a marketing strategy.

Here's one of my favorite comics - XKCD.  It's smart, sophisticated, and tech savvy.  This one makes the point that it's not about the colorful label, it's about standing out from the crowd of competitors, wherever you compete against them, in print or online. In whatever forum or medium.  Here a simple design with plenty of white space stands out the best.

When we design an advertising campaign, for example, we also determine where it will be placed.  Sometimes black and white works better than color.  In some highly visual publications or contexts, all-text can work better than photos or bold graphics.

As the Vedder Price market research previously showed, the more colorful or interesting-looking photo is not always the most-effective.

BTW, one thing I especially like about XKCD is the mouseover comments that add context to the strip:

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