As the world accelerates towards the digital realm post-pandemic, it has never been more important for marketers and designers to have a solid understanding of visual marketing and the key principles and concepts behind it.
Visual Marketing analyses the post-pandemic digital transformation, including AI, taking place across an increasingly competitive marketing landscape. Against this background, the book utilises proven principles in consumer psychology, marketing, and neuroscience to propose creative and useful visual strategies to increase the effectiveness of marketing efforts, illustrating this with many contemporary real-world examples. Reflecting on observations around the radical disruption in the retail industry in particular, the authors introduce the “Kahn Retailing Success Matrix,” which has successfully guided marketing strategy across many industries. The book also highlights the significant influence of visual and physiological principles on how human observers see and interpret visual stimuli, and how applying these fundamental principles will provide marketers with incredible differential advantage in a customer-centric world. Readers will also gain in-depth understanding of how to use new measurement tools that rely on data analytics; choice and preference behaviour; eye tracking and other measures of attention; memory; and emotions to evaluate strategies and measure success.
This innovative and incisive new textbook is a valuable resource for both undergraduate and postgraduate students of such subjects as Consumer Behaviour, Marketing Strategy, Visual Marketing, and Retailing.
Online resources include course exercises, lecture slides, and suggested mini case studies. Please visit www.routledge.com/9781032731322
Table of Contents:
1. Introduction: The Importance of Understanding Visual Marketing Principles to Drive Success 2. Retailing Disruption: The Changing World of Retail and Why Visual Marketing Is More Important than Ever Part 1: Going Deeper, Underneath the Hood: How We See 3. Visual Attention Is the Gatekeeper to Perception and Knowledge 4. Creating a Visual Vocabulary: Visual Communication and Visual Analysis 5. Decision-Making and Modelling Visual Choice 6. The Power of Visuals to Engage and Boost Memory Part 2: Translating Visual Principles into Marketing Strategy 7. Visual Content Can Elicit Strong Feelings and Social Influence for Advertising and Social Media Campaigns 8. Customer Shopping Journey: The Importance of Visual Marketing at Critical Touchpoints 9. Packaging Is a Canvas to Influence Consumer Perceptions and Increase Purchase Likelihood and Repeat 10. Creating a Visual Brand Identity 11. Conclusion
About the Author :
Barbara E. Kahn is Patty and Jay H. Baker Professor of Marketing at the Wharton School at the University of Pennsylvania. She served as Director of the Jay H. Baker Retailing Center and as Executive Director of Marketing Science Institute (MSI). Barbara also served as the Dean and Schein Professor of Marketing at the School of Business Administration, University of Miami and as the Vice Dean of the Wharton undergraduate program.
Barbara is an internationally recognized scholar on retailing, variety-seeking, brand loyalty, product assortment and design, and consumer and patient decision-making. She has published more than 80 articles in leading academic journals. She is the author of Global Brand Power: Leveraging Branding for Long-Term Growth and The Shopping Revolution (Updated and Expanded Edition): How Retailers Succeed in an Era of Endless Disruption Accelerated by Covid-19, and coauthor of Grocery Revolution: The New Focus on the Consumer. She has been featured in CNN, CNBC, Forbes, The Wall Street Journal, The New York Times, NPR, Vox, Politico, and the Hidden Brain Podcast. She has a PhD and MBA from Columbia University.
Elizabeth (Zab) Johnson is the Executive Director and Senior Fellow of the Wharton Neuroscience Initiative and an adjunct professor of Marketing at the Wharton School at the University of Pennsylvania. Her research focuses on vision and visual behavior. Her work spans physiological approaches in the retina and early visual cortex to using eye tracking to investigate how human observers look and navigate through the world, how these processes unfold over time and with experience, and the role of social cognition and decision-making in these processes.
Before joining Wharton, Zab was an assistant research professor of neurobiology at Duke University’s School of Medicine, where she also launched the Duke Institute of Brain Sciences. She has a PhD in neural science from New York University and an AB in psychobiology from Mount Holyoke College. She is passionate about how neuroscience can impact and improve many aspects of how we make choices, lead organizations, and live our lives. Her research and practice strive to push applications of neuroscience outside of the traditional laboratory to find new solutions for real world challenges that impact both business and society.
Review :
Visual Marketing provides a practical framework for marketing managers who are looking to transform their brand’s visual presence. The book builds on essential visual principles such as how to attract attention, facilitate easy comprehension of marketing materials, and elicit emotions to drive preferences and purchase. These principles are critical for building brands, designing packaging, retailing merchandising, and social media impact. Highly recommend it!
Ryan Riess, Vice President Brand Strategy and Creative Development, C-SWEET / The Hershey Company
With commercial visual stimuli being pervasive and more than half of the human brain devoted to processing them, Visual Marketing should be part of the mindset of every marketer, and of the marketing curriculum of every business school. The new book by Barbarah Kahn and Zab Johnson effectively pulls together the foundational literatures from vision, psychology, neuroscience, and marketing, to present a comprehensive and accessible account of the principles of Visual Marketing, and how they should be used to influence consumer behavior. The book is a must read for marketing students and practitioners, and fun and interesting to read for everyone else.
Michel Wedel, Distinguished University Professor, Pepsico Chair in Consumer Science, Robert H. Smith School of Business, University of Maryland
In the world of beauty, skincare, and fragrance, understanding the principles of visual marketing is paramount. Barbara Kahn and Zab Johnson combine their expertise in psychology, marketing, and social cognition to produce a book that is both deeply researched and highly readable.
The authors’ actionable insights help leaders incorporate visual storytelling into every decision, big or small—from selecting packaging materials, to building a brand from the ground up. For anyone looking to sharpen a marketing strategy, develop a brand’s unique identity, or understand how consumers make decisions, this book is an invaluable read.
William P. Lauder, Executive Chairman, The Estée Lauder Companies
