Before you get started with marketing any content or selling, you need to think of all the elements that go into making appealing visuals that gets results from the viewer. There are primarily nine elements that help prompt a viewer to take action when viewing your illustrations. You can even use these ideas in still pictures sans sound to make all your visuals more likely to get your viewer up and taking action.

Provokes Emotion

Emotions are powerful and lead people to take action. So, before you set up any video shoot or visual, you need to think in advance of what type of emotion you want your viewer to feel. A good way to help with this is knowing who your audience is. As such, it will help generate what types of images you can use to evoke certain emotions (e.g., happy, sad, determined, etc).

Have a plan in place prior to shooting your marketing video or searching for the proper image.

Appeals to Your Audience 

Some types of images are just simply boring, so you have to consider how you can make the image more appealing if you need to show that image to advance your story, or sell something to your audience. Think about how car commercials advance their appeal by showing users driving through the country or city, depending on the type of buyer they want to attract.

Meticulous Movement 

Even a still image can denote some type of movement which will make the image look more interesting. When you are taking shots of a process, make sure that you are showing the entire process. Still images can hint at motion too by the focus or lines of the image, but video is obviously the best choice for really showing motion in full.

Demonstrate Sound 

Sound doesn’t really come into play when it comes to a still shot, although you can make people imagine sounds with the composition of the image. For example, if you’re showing a picture of something that makes sound, your audience may imagine that sound. But, if you make a video, you need to consider what sounds you’ll add in addition to the speaking. Consider how the background music makes your audience feel when you add it, and don’t make it so loud that they can’t hear you speaking.

Marketing Moments 

When you think of your images as moments, it makes it easier to capture the exact moments that you want the viewer to focus on. You’re telling a story, for example. Even if the story is about why your product is a better solution for your audience’s pain-points than your competitor’s product, it’s a story that can be explained to your viewers through strategic moments and events to advance it.


Marketing Characters

For many, the most interesting images are images of other people. One image of someone’s face can tell more than 1000 words, because you can elicit all the emotion you need with that facial image. But, in some cases images of nature, animals, and other characters in your story can also work well to advance your marketing message.

Relevant Content 

You’ve probably realized through your research how important it is to stay relevant to your audience, and using the right images is no exception. Visual marketing is dependent on you making sure that you stay relevant in the eyes of your audience, and you only share targeted information with them that is going to provoke a specific reaction.


The location that a visual represents can transport your audience to new locations with the right images, and take them right out of their comfort zone. Think about what you’re trying to get them to do and feel, and how the setting of the image can advance those ideas for your audience.

Inspirational Content

When you start using visual elements to attract, inform, educate and interact with your audience, you need to know where your focus lies and what your motivation is. What is the entire point of the message? If you don’t know that, it will be hard to choose the right visual elements.


If you want your viewers and readers to take action, using strong visual elements is a good way to make sure that they not only stay interested in what they’re consuming, but also feel the pull to take action on what they’re consuming.

What elements are you using to get your viewers to take action? Drop your thoughts in the comment section below.

About the Author contributor

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