The power of the visual message

Argues that what is most important for communication is not the medium but what the brain perceives. Recent developments in the psychology of perception show why advertisers must be careful of the images which will be associated with their brands.

The power of the visual message

Recent developments in the psychology of perception demonstrate why advertisers must be careful which images are associated with their products

Graham Burdick

The essence of marketing is communication, and when Marshall McLuhan proclaimed that the medium was the message he made a very valid point. However, I believe that for far too long advertisers have been concentrating on the wrong medium. We have become preoccupied with the string when what we really should be looking at are the cocoa tins. The true medium of communication is not the wires, the waves or the paper...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands