Top Visuals that Appeal to Women (and Some that Women Hate)

Women pay attention to visuals even more than the population at large. As such, your marketing team should pay special attention to the visuals they use for anything targeted towards women, such as advertising, product packaging and web design.

Top 5 Marketing to Women Visuals

Marketing to Women Visuals

Here are my top five recommendations for what to include in visuals that market to women:

  1. People, people, people. Women put people first, and you should too. Visuals should feature expressions and emotions. The “people” in your ads don’t need to be photographs or live action video. Animations and cartoons of both people and animals work well to attract women’s attention.
  2. Make sure people are realistic. Feature people your target audience can identify with and relate to, attractive “normal” women rather than perfect “aspirational” women.
  3. Show some emotion. Use emotional visuals to attract women’s attention. Showing that somebody cares one way or another is always going to be powerful- and memorable- to women.
  4. Immersion. Use your visuals to tell a story that immerses women into your brand or product. It can get messy, and it definitely is the opposite of the “one headline and one visual” school of thought, but when masterfully done, it’s much more effective, too.
  5. Show collaboration, friendships, warmth and working together. Women love collaboration more than competition and friendships more than rivalry.

Bottom 5 Marketing to Women Visuals

Marketing to Women Visuals

When marketing to women, avoid these visuals at all cost!

  1. Product-centric. Your product is not the hero. The best way to lose women is to show your product without a human context.
  2. Dystopian women. Don’t portray women as harried, frenzied and at the end of their rope. Women are proud that they can “handle it all.” Honor that.
  3. Utopian women. Conversely, don’t use visuals of “supermodel women.” In general, women don’t aspire to be perfect archetypes. They want to relate to other women like them.
  4. Isolation. Avoid visuals that could be interpreted as isolating or portraying customers as independent loners.
  5. Simplistic. Women are detail-oriented and are attracted to visuals that have depth and intricacy.

Use these tips in your marketing to women efforts to portray people in ways that are interesting and appealing to women.

This entry was posted in Advertising to Women, Importance of Aesthetics, Marketing to Women, Things women care about, Women as customers and tagged , , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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