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
Here are my top five recommendations for what to include in visuals that market to women:
- 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.
- Make sure people are realistic. Feature people your target audience can identify with and relate to, attractive “normal” women rather than perfect “aspirational” women.
- 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.
- 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.
- Show collaboration, friendships, warmth and working together. Women love collaboration more than competition and friendships more than rivalry.
Bottom 5 Marketing to Women Visuals
When marketing to women, avoid these visuals at all cost!
- Product-centric. Your product is not the hero. The best way to lose women is to show your product without a human context.
- 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.
- 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.
- Isolation. Avoid visuals that could be interpreted as isolating or portraying customers as independent loners.
- 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.