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The Visual Marketing is the discipline that analyses the relationship between the object, its context and its image. It is mainly used in the sectors Fashion and Design and forms an interdisciplinary contact point between economics, the laws of visual perception and cognitive psychology.
As a fundamental element of modern marketing, visual marketing places the ability of an object to be the “protagonist” of visual communication at the centre of investigation and critical analysis. The product and its visual communication are thus inextricably linked and their fusion is the component that reaches the audience and influences and determines their decisions (in a communicative mechanism of persuasion). Visual marketing is often confused with visual merchandising, which is in fact a derivative of it, as it is more concerned with shop design and direct sales promotion on site.
Visual marketing can be part of every aspect of communication: Marketing influences consumer behaviour and visual marketing supports this through the power of images, which are more memorable and therefore strengthen the recognition value of a product.
