For this exercise I am identifying different forms of visual communication created with a specific purpose in mind. For each category I’ve identified an example using different forms of media; print, web, moving image.
- Persuasion – Boden Clothing Case Study:
I picked Boden as an example of persuasive visual communication initially for their printed brochure’s which work very hard to convince their audience to buy their clothing. However as I looked further into their on-line presence (website), I noticed that their webpage is highly interactive and contains video’s and animations all with the same persuasive aim. To me they’re an example of how much effort modern companies go to go to gain their buyers attention and loyalty through their visual communications.
I picked two pages from their March 2015 catalogue as examples of persuasive visual communication and analysed them in my physical learning log, you can see scans of these below:
Both make use of catchy slogans, repetitive phrases to draw attention to the product. They also make use of possessive language; “mine all mine”, “you know you’re going to get them” – any sense of it being optional to buy the product is pushed aside.
Both feature prominent visuals alongside the text. The photo of the lady in the dress has an effortless quality. She looks carefree but also professional. I think this is persuasive for women, particularly professional women or aspirational women who see clothing as a way to express their status and character.
In the page with the shoes, visually the choice of the bold pink and red shoe, at the bottom of the page, with the rest in more subtle colours draws focus to the product.
I moved on to their webpage and alongside the normal categories for clothing (i.e. Women, Men, Children etc), they have a section called ‘We Love’. To me this section seems all about persuasion, it has several interactive elements – some of the images change as you scroll over them. There are links to video’s of animated illustrations, stop motion clothing – all designed seemingly to appeal to children but actually I think it’s to persuade parents that the clothing is child friendly, fun, will make them look good too.
There’s strong use of slogans, repetitive phrases, the word “perfect” is referred to twice – the implication that you can become better or perfect with this item of clothing. It seems to try and cover all their range – there’s a post to appeal to men, some for children, some for women’s office wear, some for women’s occasion wear. Design wise the use of the squares and rectangles with some kind of half drop or variation is clever because it keeps the eye moving across the page, and the same style box helps with continuity. It feels very seamless, slick, cohesive but at the same time humorous, fun – I think this is a persuasive method – it feels less like a business vying for your money and more like a friend trying to help you decide what to purchase.
Final comments on Boden’s persuasive visual communications goes to their YouTube channel. I could focus on lots of their video’s, again like their webpage they seem to have created video’s to appeal to a broad range of demographics. I’d like to focus just on this video for their February women’s wear catalogue:
I think it’s a interesting tactic, to produce an advert which is essentially a mini- story. We follow the heroine from the start (first shot is pretty much the shoes she’s wearing), she appears to be alone in an expensive hotel, her bright coat seems to catch the attention of a attractive man on the stairs (suggestion of romance), she bumps into a small girl with a dog (she appears kind, friendly – appeals to the ‘goodness’ or morality). She emerges from the hotel and calls a taxi – sense of adventure leading somewhere. The story finishes with a slogan or caption that says “join us for the ride” – its friendly, invitational, disarming. I think the film creates the world where your clothing offers you opportunities – the chance for romance, friendship, adventure. Ideally, put yourself in the woman’s shoes and the thing you want is her clothes (and her lifestyle). All in all fairly persuasive.