46. Seeing is believing
Estimated reading time: 1 minute
Science says we remember concepts better when they’re easy to picture. That’s why this iPod tagline was so memorable.
If you want to create impact with the fewest words, make people imagine the idea.
Research has found that traffic light labels on food products are more helpful in consumers' decision-making than mere numerical information.
The ‘Share a Coke’ campaign launched in 2011, which put popular names on the bottles, became a worldwide success because seeing a name on a bottle helps people visualize a person they know.
Red Bull gives you wings is a metaphor for the burst of energy one experiences after drinking Red Bull. It is very effective because it crystalizes the message through the visual of a person flying.
It’s easier to market ideas when we make them easy to picture.
How can you convey your brand’s message and make it memorable through vivid imagery?
Use Descriptive, Sensory Words that evoke the senses—sight, touch, and taste such as KFC’s “Finger-Lickin’ Good.”
This is easy if your product offers a sensory experience. But if it doesn’t, then use metaphors and analogies (such as Redbull and Apple’s)
Identify a product feature and find a contrasting idea that makes it stand out, such as M&M’s “Melts in Your Mouth, Not in Your Hands.”
Here is an example that is 100% inspired by Apple:
That’s it for this week. See you again next week.