Visual Marketing
A Practical Guide to the Science of Branding & Retailing
Barbara E Kahn author Elizabeth N Johnson author
Format:Paperback
Publisher:Taylor & Francis Ltd
Publishing:27th Mar '25
£39.99
This title is due to be published on 27th March, and will be despatched as soon as possible.
This paperback is available in another edition too:
- Hardback£145.00(9781032731346)
As the world accelerates towards the digital realm post-pandemic, it has never been more important for marketers and designers to have a solid understanding of visual marketing and the key principles and concepts behind it.
Visual Marketing analyses the post-pandemic digital transformation, including AI, taking place across an increasingly competitive marketing landscape. Against this background, the book utilises proven principles in consumer psychology, marketing, and neuroscience to propose creative and useful visual strategies to increase the effectiveness of marketing efforts, illustrating this with many contemporary real-world examples. Reflecting on observations around the radical disruption in the retail industry in particular, the authors introduce the “Kahn Retailing Success Matrix,” which has successfully guided marketing strategy across many industries. The book also highlights the significant influence of visual and physiological principles on how human observers see and interpret visual stimuli, and how applying these fundamental principles will provide marketers with incredible differential advantage in a customer-centric world. Readers will also gain in-depth understanding of how to use new measurement tools that rely on data analytics; choice and preference behaviour; eye tracking and other measures of attention; memory; and emotions to evaluate strategies and measure success.
This innovative and incisive new textbook is a valuable resource for both undergraduate and postgraduate students of such subjects as Consumer Behaviour, Marketing Strategy, Visual Marketing and Retailing.
Online resources include course exercises, lecture slides, and suggested mini case studies.
Visual Marketing provides a practical framework for marketing managers who are looking to transform their brand’s visual presence. The book builds on essential visual principles such as how to attract attention, facilitate easy comprehension of marketing materials, and elicit emotions to drive preferences and purchase. These principles are critical for building brands, designing packaging, retailing merchandising, and social media impact. Highly recommend it!
Ryan Riess, Vice President Brand Strategy and Creative Development, C-SWEET / The Hershey Company
With commercial visual stimuli being pervasive and more than half of the human brain devoted to processing them, Visual Marketing should be part of the mindset of every marketer, and of the marketing curriculum of every business school. The new book by Barbarah Kahn and Zab Johnson effectively pulls together the foundational literatures from vision, psychology, neuroscience, and marketing, to present a comprehensive and accessible account of the principles of Visual Marketing, and how they should be used to influence consumer behavior. The book is a must read for marketing students and practitioners, and fun and interesting to read for everyone else.
Michel Wedel, Distinguished University Professor, Pepsico Chair in Consumer Science, Robert H. Smith School of Business, University of Maryland
In the world of beauty, skincare, and fragrance, understanding the principles of visual marketing is paramount. Barbara Kahn and Zab Johnson combine their expertise in psychology, marketing, and social cognition to produce a book that is both deeply researched and highly readable.
The authors’ actionable insights help leaders incorporate visual storytelling into every decision, big or small—from selecting packaging materials, to building a brand from the ground up. For anyone looking to sharpen a marketing strategy, develop a brand’s unique identity, or understand how consumers make decisions, this book is an invaluable read.
William P. Lauder, Executive Chairman, The Estée Lauder Companies
ISBN: 9781032731322
Dimensions: unknown
Weight: unknown
190 pages