Role of Art in marketing
It has been observed that art helps to open minds, broadens horizons, challenges fixed mindsets, and facilitates learning. In the industry and business, it raises motivation and increases productivity. Companies use art in the form of posters, flyers, hoardings, and logo designs to help clients, visitors and employees get to know and feel for who the organization is.
Various researchers have experimented with the art infusion effect where organizations use emotion-based models in advertisements to increase the perceived value of a product. Utilitarian products like paper rolls, chocolate wraps, water bottles carry the great masters' artwork like Vermeer, Van Gogh which attract people as they feel emotionally attached to the paintings. This art infusion effect can also be seen in apparel, home décor, and other products where the emotion in art is the fundamental mechanism for marketing and selling.
The expertise of poster designing is also important for marketing and advertising. Posters should be appealing enough to attract viewers and manipulate them. The dominant elements, composition, typography, font sizes all need to be balanced to enrich the aspect of design. Trained visual artists and designers are more efficient in creating posters, flyers, or hoardings that reach a larger audience, aid the growth of a company or production like movies and television programs. Art is also useful for emphasizing political issues, raising social, mental, and physical health awareness. These types of posters allow us to create momentum, spread the message regarding environmental issues, health-related problems, or other diverse issues.
It has been wisely said that a picture is worth a thousand words. Such a picture is a logo; precise and smart, created by artists/ logo designers to help customers identify the quality of a brand at a glance. This visual, aesthetically pleasing element is used by companies to explain their uniqueness and quality of services. Trust is built on a well-designed logo, and brand loyalty is quick to follow because it is the value that artists put in the design. It helps to make a business stick to the minds of the audience. Successful branding is about telling the story through the art of a logo. A simple yet attractive symbol that narrates the foundation of the brand and helps to influence the emotions of customers or buyers. Artists work on the color, tones, compositional balance, minimal use of elements, size, and fonts of letters to create a logo that stands as a concrete and marketable brand identity.
Advertising is a powerful tool to convey promotional messaging and it can be in the form of digital or manual posters, graphic design, photography, illustration, and more. The visual communicates the message, idea, point of view which promotes and markets goods or products. Having trained in visual art helps one to master the art of advertising and marketing. This experience helps to work in organizations and industries to achieve global recognition and become successful in multinational companies.