A lifestyle universe requires images that “speak”, every detail counts to assert its style and the choice of visuals is far from being a detail. The image is much more than a simple decoration since it is, in the lifestyle universe, the vector of communication to privilege.
As Confucius said so well, the image sends us a universal message, much less complex than the use of words and without any language barrier. More than a simple idea, the image has everything to please: authenticity, emotion, originality… The role of iconography is essential in the creative process of lifestyle brands since it transmits “an atmosphere” which constitutes the heart of the lifestyle message.
According to the sociologist Norbert Bolz “the close relationship between emotion and image makes visual communication unbeatable in the battle for attention”. Thus, 90% of the information transmitted to the brain is visual. When we know that the attention span on a subject is nowadays about 8 seconds, the time to read 24 words on average, and that a picture is worth 1000 words, the choice of a visual is rather astute!
To communicate, an image is worth a thousand words
Even more, the image exists mainly through the emotion it releases. It is then essential in the decision making process since most of our choices are made through the emotional spectrum. And this is achieved through design, relevance and quality of content.
Visuals help lifestyle brands to express sensations, a pleasant experience. A sublimated, aesthetic image, and a new well-being invades you. Great asset to share a good vibe of positivity with your audience!
Provoking inspiring associations of ideas
First of all, in an advertisement, the relationship that associates two representations in our memory is psychological in nature, so the image allows the viewer to be linked to a form of desire.
For example, if the objective is to sell a car, it is common in the history of advertising to see this product associated with a woman. It is hoped that the sight of the car being linked to that of the young woman, the potential customer will desire it.
This same principle naturally applies to the use of subliminal images. The effect produced is based on associations of ideas. Thus, the moving images and sounds condition the target audience in a way. In this way, when it comes to making others desire you, the operation remains the same. One must associate oneself with desire.
In the context of lifestyle communication, a subtle enhancement of details is preferred to inspire and guide the audience with gentleness. Photos of backs, objects, hands, eyes, smiles, coffee, sunshine… we suggest a complicity between the public and the brand’s universe. A desire for shared well-being.
For maximum inspiration, the instagram account @headerpop illustrates with simplicity and aesthetics its lifestyle feed.
Sharing subtle emotions
The most striking distinction between the effects produced by text versus visual messages is emotional impact.
Images are considered to be capable of drawing people into an emotional path. They allow an approach of the subjective experience, which facilitates then an identification with their contents. On the contrary, the text maintains them in a more rational way of thinking. In addition, the image can impose itself as a true proof. It attests the value of truth of an event, as with the use of the photograph for example.
Finally, the images hold a determining emotional power on the public. Thanks to its numerous specificities, such as its emotional charge, its truth value, its immediate impregnation in the mind as well as its ease to be memorized, iconography is widely used during communication campaigns on lifestyle and tourism. Information is no longer enough, the audience must feel won over ! ☝️
We slip you a little recap of the illustrations that we love!
Headerpop can accompany you in the realization of tourism and lifestyle communication campaigns. Contact us for more info, see you soon !
Headerpop observes new uses from here and elsewhere to propose a trendy, spontaneous and engaging lifestyle communication. The idea? To define a brand according to its character, enhance its universe and enrich its seductive power with details that make the difference and inspire the public.
Do you want to enrich your brand by illustrating its lifestyle or to promote a more conscious and responsible approach? Get comfy, we take care of everything!