Person scrolling on mobile phone

Visual Language Is a Key Part of Your Next Marketing Campaign


When you’re scrolling through instagram feeds, chances are some appeal to you more than others— even if the actual content is relatively the same. Why is this? Because people are typically drawn to higher-quality visuals.

This applies to your favorite shows to binge, the food labels that jump out at you most, and of course, marketing in general. With 94% of brand first impressions being based off design, the time to amp up your visual language game is now.

What exactly is visual language?

Visual language is essentially a set of guidelines for your brand’s marketing campaigns. It is not a replacement of your brand’s overall identity, but slight additions or changes to the brand that optimize a particular campaign.

Some of the primary features that make up your visual language include:

Icon Style
Illustration Style
Color Palette

Together, these features should give your campaign a united look and feel, help achieve your specific goals (ie drive awareness, sell products, increase sign-ups etc), and appeal to your target audience. Leading us to the next topic…

How do you create your own visual language?

Step one is to establish your goals. A fashion blogger may want to increase their following, while an online publisher would benefit more from newsletter signups. And a retailer… sell products of course.

If you are unsure of what your primary goal is, research the industry and see what the competition is up to. Do you think their approach was successful or not?

Step two— determine who your target audience is. Let’s look at a somewhat similar product, for instance— while both sneakers, people who are interested in running shoes may be vastly different than those who are looking to snag a pair of hiking shoes. Ultimately, the visual language for each of those sales campaigns will have a vastly different tone, look, and feel.

And the final step, narrow in on the right visual language for your particular campaign and develop a mood board for it. This will help achieve consistency across your marketing, and save time and money— ensuring most planning happens simultaneously.