Question

Topic: Research/Metrics

Type Of Image Use In Flyer, Brochure Matters

Posted by Mandy Ang on 10/29/2014 at 5:34 AM ET 125 Points
I'm doing marketing for Asia Pacific and I cringe everytime I see follow marketers feedback on brorchure will be -
can you change this lady/man here to Asian?

I feel this is a good to have but not necessary. Anyone had any success story with "changing the human to a different race, the brochure/flyer become more appealing?"
How did you measure?
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RESPONSES

  • Posted by Gary Bloomer on 10/29/2014 at 10:15 AM Accepted
    Think about this for a moment: if you are the potential end user of the brochure and you're an Indian woman from India, how closely will you connect or identify with an an image of white, blonde, female Europeans? You feel it's good to have but not necessary (to have matching images)? That's as may be, but you are not your customer, are you?
  • Posted by Jay Hamilton-Roth on 10/29/2014 at 1:01 PM Accepted
    Read: https://writingcommons.org/open-text/information-literacy/visual-literacy/a... and https://advsoc2013.wordpress.com/2013/05/15/evian-ad-campaign/
  • Posted by Peter (henna gaijin) on 10/30/2014 at 1:31 PM Accepted
    Depending on what you are trying to market would impact whether you want to show a local face or a foreign face. If the product has a western mystique, then using a westerner could be good. Or in some cases where a western look is key (such as in make up, where the Asian desire is often to be as white as possible), using a westerner could be good.

    But outside of that, using a face that the local audience can relate would seem to be better.
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