Visuals That Captivate: A Deep Dive into the Power of Visual Elements and Their Impact

What are The Main Visual Elements?

Are you always drawn to visually pleasing videos or ads? Honestly, same here! I can’t help

but take 30 seconds out of my day to watch a stunning ad and wonder how they created it.

According to Flux Academy, the seven key visual elements are line, shape, color, value,

form, texture, and space.

Who Understands the Assignment?

One company that I believe seamlessly incorporates some of these elements is Fenty,

particularly Fenty Skin and Fenty Beauty. I took some time to observe their page to

understand which of the seven elements are most prominent in their marketing. If I had to list a few, I would say that Fenty primarily uses form, texture, color, and value.

As stated in the article by Flux Academy, "Visual elements are the foundation of art and

design." By looking at this company's marketing, this couldn't be more true.

How Are These Elements Used To Their Advantage?

When Fenty introduces a new product for their beauty or skincare line, they take an approach

that is rarely seen in other beauty or skincare companies. In my humble opinion, I believe

Fenty is one of the first brands to use this kind of visual in their advertisements. They either

create a 3D animation that displays the product in a visually pleasing way or place their

product prominently in a live setting, such as in the middle of the streets of New York, and

have it interact with something in the atmosphere. As a creative, I believe that creating

visuals like this can truly position the brand as a thought leader in the beauty space and

inspire other beauty and skincare brands to engage their audiences in similar ways.

Where In the Ad are the Visual Elements?

Let’s take the balloon visual, for example (which is linked at the bottom of the paragraph).

The elements of form, color, and value are primarily used. Form is evident through the 3-

dimensional object created in the visual. Value is seen in the shadows on the hot air balloon

and the basket beneath it, as well as in the reflections on the mascara bottle replacing the light

pole. Color is present throughout the entire visual: in the company logo, the hot air balloon,

the eyelashes, and even the fire beneath the balloon. If you'd like to see another example

where Fenty uses visual elements, check the GIFs displayed.

How Does This Work From a Marketing Perspective?

In marketing, it is important to keep your customers engaged. You want your advertisements

to stand out and truly capture their attention, and I believe that through these visuals, Fenty

has accomplished just that. Even if the product they are advertising hasn't been produced yet,

their visuals excite consumers about the upcoming release, which also builds brand

awareness.

They also never fail to engage their target audience, which, according to Keyhole, is mainly

Millennials and Gen Z. In the marketing industry, understanding your target audience is

crucial. Gen Z and Millennials are primarily active on the most popular social media

platforms, which means they are likely to see your advertisements faster than other

audiences.

Explore my other articles where I dive into various aspects of the marketing industry below.