Visual Communication
3 Ways Using Images Will Engage Festive Shoppers
By Ellen Clipson - 4 min read
COVID-19 is leading millions of festive shoppers to switch the high street for e-commerce and social media scrolling in search of their loved one’s gifts this year. Here are three simple changes you can make to your image choices to ensure your brand maximizes the influx of new online consumers.
In 2020’s festive season, economic uncertainty and social distancing are driving consumer’s purchasing behavior. For brands, it’s not only important to digitize their sales channels but also ensure their marketing messages break through - in an environment of personalized feeds, consumer generated content, and auto-optimized digital adverts.
Visual Marketing Tips For Your Holiday Season Strategy 2020
To get your marketing message across to festive shoppers it’s critical to rethink your image choices. Use our 3 tips for this year’s holiday season to change your brand perspective in line with new consumer habits. Here are three ways you can start today.
Tip #1: Get Real - Showcase the Reality of Shopping in 2020
Brands will be expected to ditch the unrealistic, cliché look that seems to come out at this time of year. Instead, it’s crucial to honestly depict the everyday lives of their consumers. We’re encouraging brands to be progressive. To be an authentic voice in the middle of the uncertainty.
It’s now key to display lockdown living, the switch to working from home and more diverse and inclusive sceneries. With Black Friday around the corner we created an image collection that visually explores new ways people will be shopping in 2020.
Use images of individuals in remote places, at home doing relaxing tasks or home-improvements that they wouldn’t be able to do with their typical day-to-day schedules. By doing so you’ll show that you have a keen interest in their lifestyle and wellbeing, which acts as a much needed foundation for any promotional activity.
Furthermore, we suggest to integrate technology into your imagery in a way that shows more than simply a new way to shop. But rather the switch to more confidence and convenience, as consumers now shop safely from their home being able to receive deliveries. Or on their mobile whilst on the move removing themselves from the hectic high street and busy shopping malls.
Expert Tip: When using images that show deliveries make sure that they abide to local safety regulations. For example, ensure delivery workers and recipients are physically distanced, wearing masks and gloves, or using contactless pick up points where possible.
See more images of people shopping online in unexpected locations with our black friday image collection.
Tip 2: Be Bold - Give Your Consumers Something To Talk About
‘Traditional’ isn’t enough to turn heads this year. Instead your visual framework must show your consumers in a single glance that you are worth their time, and more importantly their budgets.
“Too often I see brands fail to differentiate themselves from their competitors because they play it safe”
To stand out from your competitors use the holiday season as an opportunity to bring a fresh, positive, and eye-catching alternative to everything else they are seeing fill up their social media feeds. When you’re approaching your productions or stock photo portfolios this year, make sure you you consider diverse and inclusive topics and visual aesthetics to stand out.
Using The Black Friday Collection allows brands to quickly adapt to the growing demand of displaying People of Color, BIPOC, and people of different age groups the right way and create eye-catching visuals with a purpose. If you take a closer look you’ll see that the key to bold image decisions don’t require your brand to change it’s full creative direction.
If you’re unsure of where to start, reach out to our team that is ready to help!
Tip #3: The Personal Touch - Create Space For Brand Values
For consumers, the definition of a ‘wise purchasing decision’ has become more complex than ever and “affordability, authenticity, and action” are now the driving forces behind what will sit under the christmas tree in homes worldwide.
“A little empathy from brands will go a long way and the imagery they put out there must reflect this.”
- Loren Lazic, EyeEm Photo Editor
Think about using images of people making personal and thoughtful gestures. Whether it be homemade gifts, packages left on a neighbours doorstep, or quality time spent with loved ones. Consider visualizing special moments shared and people buying gifts online together. For example, a parent helping their child pick out a gift for a relative or friend, or young flatmates getting together to bake home-made gifts. This small shift in consumerism to community represents stability and comfort for the modern consumer in 2020 and will lead to a deepening in trust and understanding during online interactions with your brand.
We can recommend looking at our key color trends of winter 2020. By shifting to a darker blue and natural green tones, you can not only utilize the calming psychological benefits of the colors, but also reflect the deeper feelings of ‘resilience’ or growth, harmony, and renewal of energy.
If you’re on search for images that have a personal and intimate feel but don’t advocate big gatherings then our new Thanksgiving image collection is the ideal place to start. Filled with images that showcase people coming together safely in homes or virtually during the holiday season.
Expert Tip: Think about naturally sourced or home-made products. With the world of uncertainty still directing many of their decisions, consumers are more concerned than ever about their impact. In your images, try to avoid images of waste and non-sustainable wrapping to show that you care about what your consumers do.
Our free Visual Marketing Guides will help you navigate the new normal of 2020. Whether you’re searching for a new visual strategy or want to adapt your current branding to the new normal, discover How to Find Visual Balance During Uncertainty or explore the Visual Trends For The New Normal.