Visual impact

Robin Petherbridge of Creative Partners reveals some of the tricks of the trade gleaned from 25 years creating campaigns for the marine industry

The active boating public probably has little time for Twitter.

But there's an important message for us marketers in Twitter's current troubles.

Recently overtaken by Instagram with over 300 million regular users, the rise of visual social media is symptomatic of a world that's increasingly more interested in pictures and video than in words.

We're exposed to so many messages of one kind or another that those which are most easily absorbed are the ones that win our attention and stick, and pictures communicate faster than words.

It's evident on websites and eshots, people now click on more images than text.

There's a lesson here for all marketing communications, from social media, eshots and websites to brochures and advertising: for marketing communications to be effective, images are now more important than copy.

And because consumers perceive the qualities of the product from the quality of the picture, the standard of those images is crucial.

A shabby picture implies a poor quality product, while a stunning picture can add significant value. So it's vital to invest in good imagery.

Even Aristotle, a man of words if ever there was one, realised that people's thoughts respond more to images than to words.

He expressed it with typical elegance: "the soul cannot think without an image".

Over 2000 years later, that is more true than ever.

Latest Press Releases

Experts Highlight Viable Power and Propulsion Solutions for Next Generation Vessels

Lithium-ion battery expert Dr John Warner is presenting at the NEXT GENERATION Marine Power & Propul... Read more

SailForce Announce Their Upcoming 2018 Regional Trade Events

Hosting four regional trade shows over seven days and covering nearly 1,400 miles is not for the fei... Read more

SMG launches Meet The Manufacturers Event

SMG are delighted to be launching SMG Meet The Manufacturers 2018. This Trade Only event for the Mar... Read more

Mercator Media upgrades magazines and conferences brands

February 2018 Fareham UK - Mercator Media Ltd, the international, market-leading B2B marine media bu... Read more

Entries are Open for Poole Regatta 2018

Entries are now open for Poole Regatta 2018. Read more

Three New Sponsors for Poole Regatta 2018

Poole Regatta 2018 has been given a further boost with the announcement of Bronze sponsorship agreem... Read more

View all