Market segmentation reveals characteristics to improve your visual marketing messages.

In my last post I covered how market segmentation can help you to improve your verbal marketing messages. If you missed that post you can access it below:

Market Segmentation: Verbal Marketing Messages

This post will cover how market segmentation will help you to improve your visual marketing messages.

How Market Segmentation Improves Visual Marketing Messages

You can use market segmentation to determine your target market’s preferences for graphic design techniques, colors, art and other visual preferences.

For example:

• Younger generations prefer centered typesetting for headlines, while older generations prefer aligned left headlines.

• Young single women prefer geometric shapes like circles and diamonds while married women with children prefer softer shapes likes hearts, flowers and cute animals.

• People in the lower-middle social class prefer orderly designs.

• While people in the upper-lower class prefer lively designs.

My matrix market segmentation process considers psychographics that enable you to select the best visual marketing messages for your target market.

It also illustrates using market segmentation to determine characteristics and applying those characteristics to discover the best way to base design decisions on target market characteristics.

Visual messages are the focus of another one of my books Strategic Publications: Designing for Target Publics. You can read more about it by clicking on the title in this paragraph.

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Posted 4-1-08: Market Segmentation:
Visual Marketing Messages

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Market segmentation reveals characteristics to improve your verbal marketing messages.

Last week, I mentioned that one advantage to target marketing is that it enables you to design verbal marketing messages specifically for your target markets. This post deals specifically with how market segmentation provides the information that you need to do just that.

Market Segmentation Improves Your Verbal Marketing Messages

Using market segmentation to determine your target market’s shared characteristics provides you with specific ideas to improve the way that you design marketing messages for your target market.

You can improve your verbal marketing messages by relating them to shared characteristics determined through market segmentation.

Use the most shared characteristics to ground your marketing plans and marketing strategies. Then use less shared psychographic and behavioral characteristics for your verbal marketing message appeals and style.

Market Segmentation Reveals Best Verbal Marketing Appeals

For instance, my matrix market segmentation process reveals that the Fulfilleds and Believers lifestyles are similar. Both are composed of professionals and both are principle-oriented. But don’t think that the same message will work for both of them.

People in the Fulfilled lifestyle are usually better-educated and more self-assured than people in the Believer lifestyle. Fulfilleds also have more resources than Believers do.

Thus, how-to, home-improvement messages written in a simple language will be effective with Believers. More sophisticated language and reflective content about aligning personal and world views will appeal more to Fulfilleds.

This example illustrates how you can use market segmentation to select the best content and style for your verbal marketing messages. You can also use market segmentation to produce visual messages that will appeal to your target market. To get information about Visual Marketing Messages, click the link in this sentence.

More information about determining the best verbal messages for your target market through market segmentation is provided at the link below:

Market Segmentation and Language Use

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Posted 3-31-08: Market Segmentation: Verbal Marketing Messages

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