Follow the Feeling by Kai D. Wright

Author:Kai D. Wright
Language: eng
Format: epub
ISBN: 9781119600480
Publisher: Wiley
Published: 2019-07-23T00:00:00+00:00

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VISUAL STIMULI: Branding Objective: Become a “Conversational” Brand

FLASH-FORWARD BRAND SPOTLIGHTS

Symbols

Shapes

Colors

Fonts

Signs

Memes

Gifs

Emojis

Images

Videos

Airbnb

Amazon

DJ Khaled

Kit Kat

Lyft

NASA

NBA

Porsche

S'well Bottles

Sherwin Williams

Signs.com

The Louvre. Beyoncé. Art. A visual collaboration anchored by two powerhouses: an artist known for producing visuals that move culture (from Single Ladies choreography to Lemonade on HBO) and the 200-year old museum that is home to reknown pieces from the Mona Lisa to the Venus de Milo.1 Beyoncé and Jay Z's “Apeshit” video shook the art world, attracting aficionados globally with 250 billion online views. Accompanied by a 90-minute, 17-piece museum tour inspired by the works shown in the video, the one-two punch spiked museum attendance by 25% in 2018—the Louvre's best year since 2012.2,3 As the third element within a strong communication system that includes lexicon and audio, visuals has the power to spur behavior fast and efficiently, while entertaining in the process.

I've traveled to 20 countries and France has always been a favorite. My first trip was in 1989 at age four, which marked the bicentennial celebration of the French Revolution. That year, the Louvre opened its new entrance—the now iconic glass-pyramid-shaped entry designed by I. M. Pei—which the French president almost rejected due to the powerful association of the pyramid symbol to Egypt. Luckily, they changed their mind.

For any global citizen, there is an innate appreciation of strong visual branding made apparent by the basic necessities of finding restrooms, ordering from menus, and navigating transportation. Because we process visual information exponentially faster than text, we go through the world using pattern recognition. According to researchers at MIT, we process images within 13 milliseconds (a millisecond is 1/1000 of a second).4 How fast is that? Well, the average person blinks every four seconds.5 Researchers have long proven that before children learn language in the form of words, they can master communication based on understanding basic symbols.6 So visuals quickly become a universal system comprised of visual elements including symbols, shapes, colors, and images, which can easily be decoded by individuals across age cohorts and geographies. And as digital adds a layer of depth and speed to communication, the opportunity to compress information into fast-growing visual stimuli of gifs, memes, emojis and video will continue to increase in audience appeal, also.

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