I’ve done a previous blog post on ‘Outcomes’ in general and what they actually are, so for my summative brief, I was tasked with producing an outcome based on Lens. On the whole, it seems much easier than it is, but I found this to be one of the hardest parts of the project- to wrap my head around it.
Producing an outcome based of lens, essentially means creating something that is made from a camera lens. This could quite literally be anything, so long as it involves a lens. Now many people will go straight to photos and photoshoots for a brand, wondering why I found it so difficult. The struggle is to ensure you’re being as innovative as you can be when you make an outcome. Focusing on my brief, I decided to just start researching.
I began by looking into the lens aspect of marketing strategies and how brands use this to target consumers. I realised that all brands use this initiative in one way or another, for instance Instagram is continuously a place for existing and emerging brands to promote themselves through visuals and moving images. Other platforms like Pinterest and YouTube are commonly used as most consumers tend to receive information through photos, as I found in a survey I conducted.
Less commonly used but extremely effective is magazines and the images through them which can entice people to come into store or buy a product online. It can also contain the most recent campaign for the brand, through a photoshoot. For instance, Gucci have their own free magazine which can be picked up in selected stores and almost works as a souvenir, whilst ASOS publish their own magazine with a summary of the best styles for the season. Magazines are slowly coming back as people are enjoying having a physical visual, rather than it all being digital.
Investigating further into lens as a marketing strategy I found that it can have negative impacts. A visual is interpreted subjectively which can cause significant issues if this interpretation is wrong or offensive by any manner. It can affect a brands reputation for many years to come. On the contrary, the benefit of using visuals is enormous with 80% of people remembering what they see in comparison to 20% remembering what they read.
All of this research helped me to finally come to the conclusion that lens isn’t as difficult as I initially made it out to be. It can include such a wider array of ideas, which aren’t directly based off of a lens but include it as a vital part.
Images courtesy of Unsplash.