Visual Imagery in Marketing

What are most marketing programs missing? Famed marketer Al Ries says it’s verbal imagery. Visual words engage both sides of the brain and help consumers create a mental picture. According to Ries, consumers actually prefer visual words. “Why do consumers call a table that holds everything, including beverages, a coffee table? Wouldn't it be more logical to call it a beverage table?” questions Ries. “It would, but beverage is a verbal word and coffee is a visual word.” Marketers already know the power of visuals since most campaigns use them extensively, but using visual words is emotionally powerful and can double the impact on consumers. (AdAge, 2.13.17)