Think consistent aesthetics, rather than consistent messages

Marketers tend to have an inbuilt bias against aesthetics, which is driven by outdated US-centric marketing traditions rather than backed by science, says a BBH executive.

Jacob Wright, head of strategy for BBH Asia Pacific, outlined his thinking at a recent conference.

• Studies show 60-70% of people have a bias towards visual thinking and think mostly or completely in images
• People spend up to 12 hours a day looking at images: “we need to think about visual attention and not message retention”.
• Aesthetics can be a powerful and self-served way of strategising marketing, as it offers visual clarity that goes beyond shoppable identities to become shoppable marketing.
• “Aesthetics may just be the defining obsession of our time, because we live in a world that is more visual than ever,” says Wright.

Sourced from WARC