Modern-day consumers have become keen on marketing campaigns that are evocative of relatability and stimulate an emotional impact. Connecting with one’s target audience socially and emotionally is not necessarily a new marketing technique, yet with social media as a dominant tool to drive a brand’s campaign, empathizing with audiences to advance a brand’s ethos and drive conversions, has become a fundamental method for marketing.

Relatability to consumers alludes to the perception that a brand is trustworthy, amicable, and consumer-driven. Yet, for a brand campaign to truly catch the attention of its audience, relatability must be folded into a campaign that is creative, innovative, and fresh to truly propel further interest. 

As part of the Fast Company Executive Board, ArtVersion was prompted to share their best practices when implementing emotion and creativity for brand promotions to draw in an audience and retain their interest. Goran Paun highlighted the importance of aligning visuals and messaging with a brand promise to further drive engagement and consistently impress audiences. 

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Goran Paun, Principal & Creative Director at ArtVersion
Goran Paun, Principal & Creative Director at ArtVersion

“Emotions are reflections of how humans see the brand’s message and how they interpret the intention of the campaign. Therefore, keeping the campaign design visuals and messaging on point and accurate to the brand’s promise ensures a long-term impression, user engagement, and consumer loyalty.”

 – Goran Paun, Principal & Creative Director at ArtVersion

About Fast Company

Fast Company is a leading business media brand that focuses on technology, leadership, world changing ideas, creativity, and more. Launched in 1995, Fast Company continues to develop editorial pieces that reinvent innovation. 

About ArtVersion

ArtVersion is an award-winning design consultancy from Chicago with clients around the world. Serving brands since 1999, the ArtVersion team consists of visual designers, branding strategists and developers. Most known for pioneering user experience design as a discipline, ArtVersion has been a trusted partner for a number of Fortune 500 companies, non-profit organizations and notable startups.