Category: Assignment 4

3. Question 3 

Visit the St. Clair College website. Analyze it strictly from a visual marketing strategy perspective targeting: 

Local domestic high school students. 

You are to provide three strategic visual enhancement recommendations. For each recommendation: Visit the St. Clair College website. Analyze it strictly from a visual marketing strategy perspective targeting: 

Local domestic high school students. 

You are to provide three strategic visual enhancement recommendations. For each recommendation: 

a) Clearly identify the issue or missed opportunity (3 x 2 = 6 Marks)

1. Lack of engaging and emotionally student focused visuals:

When viewing the homepage and Student Hub, one of the major issues that stood out to me was the lack of visually engaging and appealing images that do not display much of the student life, career events, and popular programs. These visuals could’ve all been put in the hero image section using high-quality lifestyle photos or short muted video clips that communicates the student life, instead of a text section which most users wouldn’t see without staying more than 30 sections on the homepage. Most of the images or visuals were generic and static with a lot of focus on informational text. From a marketing perspective, this is an opportunity missed and could’ve been used to emotionally connect to the local high school students. The visuals don’t effectively communicate the student life and the energy of the campus for students wanting to have a college experience. The site is focused on being more institutional than being aspirational which reduces the ability to attract students looking for a relatable college.

2. Poor visual hierarchy and lacks engaging structure

Some of the content and visuals on the homepage blended into one another making it confusing to know which section it belongs to which. Cutoff lines that indicate where different parts of the page like events calendar and career event, their lines were so close to one another that it could cause students to click the wrong link. This makes it hard for high school students because they now have to use their brain to follow the content on the page. From a digital marketing perspective this leaves a weak first impression because the page doesn’t quickly communicate any key information. St. Clair missed an opportunity to add an image slider element and to highlight what it’s like going to the school and what makes them different. 

3. Weak use of brand color

Lastly I reviewed the Early Childhood Education program and saw that the images in the news section were a bit off which made the visual content really weak. The color tones were dull and had a dusty shade of yellow on the news section image on the page which I believed was meant to incorporate St. Clair yellow brand color. It doesn’t add any visual appeal that will make students want to stay on the page for long. For a program that is focused on kids and children education, St. Clair missed an opportunity by not adding visuals that were clear without having to interact with it.  

b) Propose a specific visual improvement (3 x 2 = 6 Marks)

1. A dynamic hero section with student focused visuals

The homepage and program pages should include a full hero section displaying high quality images or muted video loops showing the student life on campus, the classrooms, and job opportunities graduating students got. Since the pages are text heavy, adding images leaves a good first impression. This specific visual component would immediately capture the attention of the high school students and inform them what they need to know without having to read about it. 

2. Improve color scheme 

Program pages like Early Childhood Education, I think need to add more vibrant and engaging images that showcase the different experiences students have in their placements. These pictures will not have any filter on it that does not match their natural lighting just for the sake of adding a brand element. The images will be clear to showcase high quality visuals of the classroom environment, clubs, etc. This will remove any unintended color visuals from the content, making it more easier to see instead of getting scanned over. 

3. Add a visual to improve navigation

Since the content on the homepage somewhat blends into one another, there could be an engaging featured section that  highlights the most popular programs with minimal text. This would make it clear when a section ends and when it begins without getting users confused. 

c) Explain why it would improve recruitment effectiveness (3 x 2 = 6 Marks)

1. A dynamic hero section with student focused visuals 

Adding a strong hero slider image that is student and program focused would improve the effectiveness of recruitment immediately with visuals showing the student, work experiences and opportunities which will leave an impression and emotional connection with the students. With a clear section, adding this feature allows them to imagine themselves in these programs or experiences. It makes the college look more relatable and appealing, this can encourage them to want to explore the website with a bit of excitement instead of boredom.

2. Improve color scheme

With St. Clair College brand color being a bit restricting and not one that can invoke a feeling when you see their colors. However, changing the color and visual elements on the pages like adding important information with an image next to it like a graduates picture that says the percentage of people that have graduated the program. This builds reassurance and would improve the recruitment because the students would feel like they made the right choice. 

3. Adding a visual navigation

Adding things like an image slider on the homepage or program page, can improve the recruitment effectiveness by guiding users to important information on the page. Like the homepage having the programs in the hero section which people can click on so adding a slider means students can easily click on a CTA button if they see an information that interests them. The visual element acts as a guide and it lessens confusion when navigating the web content. It’ll be easier for students to quickly find information that excites them. This helps increase engagement and the overall decision process.

d) Connect it to student psychology and digital behaviour (3 x 2 = 6 Marks)

1. Dynamic hero section with student focused visuals

From a student psychology perspective, high schools are more likely to engage with content they can envision themselves in and feels relatable. Seeing visuals of what the campus and program offers shifts their perception and creates a desire that if they join their program of choice, they too would experience what they see on the website. 

2. Improve color scheme

Since web visuals are the norm in today’s digital world, many people are used to seeing visually appealing and interactive content. So from a student psychology standpoint, students are naturally drawn to visually appealing or stimulating content. When the colors and visuals are aligned, it makes the content easier to process and engage with because it holds their attention. 

3. Visual navigation

From a digital behaviour perspective, students like the majority of internet users, they prefer having simple experiences when choosing to engage with a content. It makes them feel in control but also guided instead of being unclear where to locate information. A visual navigation that has the right white space reduces any cognitive effort making the navigation clear to explore information quickly. 

Explain in detail how the image(s) strengthens the post from a digital marketing perspective.

You may reference:

• Attention economy

• Scroll behavior

• Visual hierarchy

• Brand perception

• Trust building

• Emotional triggers

• Information processing

• Conversion influence

Be analytical. This is not a design reflection. This is marketing reasoning.

These images strengthen the post from a digital marketing perspective because it aligns with how most users consume content nowadays. According to my class ppt “The Power of Visuals (W26)” page 4, about 80% of visual content seen is retained in the user’s memory which makes visual content more effective than the text alone. In the digital space, most of the platforms used by everyone like Instagram, Tiktok, and X(Twitter), are heavily visual driven with X being both written text and visuals.  This means that users are constantly seeing these to the point the brain processes the content they see quickly through images before they read the text and most times they don’t read the text. This perspective connects directly to the scroll behavior where users are constantly scrolling through their content fast and it is hard to get them to stop unless visual is added and it stands out. By using the high quality images to communicate a nail transformation, the post is able to capture the attention of users immediately and convey the message to them without much effort from the users. 

In addition to this, the images also improve information processing and can influence the users to remember the content and potentially take action. Since about 65% of the population are visual learners, showcasing the process and results like this really allows those who are visual learners to quickly grasp the value of the post faster. Adding the before and after also helps with building trust and help shape the brand credibility by realistic results which reduce any uncertainty users have. This post also triggers an emotional response because it allows users to visualize themselves with the same outcome which creates a sense of confidence they can have in themselves when they follow the visual steps.

Why did you choose the specific image(s)? 

Your explanation must include:

a) Business relevance 

I chose these images because they directly support the main product value of my business and they convey the message that I’m trying to communicate with my audience which is that my press-on nails are high-quality, convenient, and a faster alternative to salon nails. The blog is titled “Your 15-minute Press-On Nail Guide” which means that the content on the blog has to guide readers interested in a quick application guide for their press-on nails. So the visuals I chose needed to reinforce that idea of speed and simplicity while the results match salon finishing style. Instead of telling users how good and effective the nails are, adding the before and after images was essential as it shows users how simple it is to transform their nails from basic and bare to stylish and durable. I believe that focusing on visual transformation and how simple it is aligns with my business goal by making my products feel accessible, durable and worth purchasing without having text descriptions to influence further action. 

b) Target audience alignment 

These images align with my target audience of young, stylish consumers who engage in visual content on platforms like Instagram or Tiktok. They prefer content that is direct and can easily be scanned to understand the message being conveyed.

c) Image intent 

Each image is meant to guide users so they each serve a specific purpose. The before picture acts as a starting point of the application. It simply tells users that this is the starting point of putting the press-on nails on which shows how simple and accessible the step is. The after picture demonstrates the final result and what the users nails should look like at the end. Altogether they create a visual sequence that communicates the transformation process with very minimal text that you would miss if you didn’t look closely.  

d) Why this visual works better than alternative visual approaches

This visual works because it communicates the message in a simple and effective way. I could’ve chosen to add more text to make the guide more in depth, however since my audience is visual first, the heavy explanation would turn them away from the post. I wanted to reduce their mental effort and allow them to quickly understand the content within seconds of reading the post. 

Your 15-Minute Press-On Nail Guide

Start:

Apply:

Done!

Before:

After:

Visuals are not decoration. They are communication tools. Provide three strategic reasons why visuals are essential to effective web content. 

For each reason:

• Clearly explain the concept 

• Provide a real-world example (not generic statements)

Marks are awarded for depth, not surface-level answers. (6 Marks)

3 Strategic Reasons:

1. Communicates A Message Faster:

Nowadays the majority of people of all ages are phone or internet users. According to “The Power of Visuals (W26)” by Scott Briscoe page 4, about 65% of the population are visual learners which means they process and learn information more effectively when it’s presented visually instead of through text alone. 

This is very important when it comes to creating effective web content. The majority of users don’t usually read web content but scan through them and visual infographics or pictures are a perfect way to grab their attention. As discussed in class, the human brain processes visual content faster than text and it takes people milliseconds to understand an image especially if the message requires too much reading. 

A real world example of this can be seen directly in the DoorDash app. When users search for a restaurant or go on their  menu options, they’re usually shown visuals next to the meals so they get a visual image of the meal. Having those images beside the meals influences their decision and this is true because it’s how I order food from restaurants I’m not familiar with. For example, when users search Church’s Chicken on Doordash and see their high-quality Chipotle Onion Crunch Sandwich picture. It communicates its crunchy taste, and they can instantly see the sandwich’s crunchy appeal and it can influence them to take action. However if Doordash were to remove the picture option and only relied on their written description, most users would lose interest and leave the restaurant unless they were regulars. 

2. Catches Attention When Scrolling 

Visuals are very important to utilize in web content because if you choose the right visual element like a picture or video, it will stop users from scrolling and be curious enough to interact with your content. Today people are exposed to a lot of information to the point it’s becoming an information overload. As shown in class, only about 28% of people actually read the text on a webpage, the majority of the time they scan it. Platforms like Instagram or TikTok are heavily visual oriented so the human brain has adapted to process an image quicker based on the elements it has. Visuals can be used as a first impression starter to catch users attention to make them question if your content is worth engaging with. 

A real life example is Spotify, when you open the app there’s usually a popup of the latest album asking you to listen to it. However, the app is a visual page with minimal text. The colorful, creative album covers that stand out influences listeners to check out the music. The visuals along with the text adds curiosity and guide users to listen to the music to the point most users don’t even know that spotify albums and playlist comes with mini descriptions. Spotify brings users simplicity with minimal words. 

3. Improves Memory, Understanding and Decision-Making

Visuals helps users comprehend information quicker without needing words. They are known to influence users buying decisions on ecommerce websites. With the statistics being that about 28% of people read text based content while 65% of people process information quicker when they’re visual. This is because text information without visuals makes people leave a pager faster and they tend to forget what they read. Whereas visuals can quickly communicate a message using an image or video that emotionally connects with users it sticks with them, causing them to remember the visual content and sometimes have them take the needed action. 

For example the Ikea instruction manuals, Ikea use minimal written instructions but use pictures to guide users step-by-step how to put together their furniture. The pictures are meant to be clear so it doesn’t cause any confusion and those with no skills in building furniture will feel confident to follow the instructions which improves their customer experience and trust. Ikea demonstrates that visual instructions are just as effective as written instructions, in fact it’s better because the visuals walk users through the instructions in a clearer way than a written text would.