Emotional engagement is crucial for differentiation in today’s crowded media landscape. By leveraging the principles of iconic art movements, your strategies can resonate with audiences and increase revenue.

1. Baroque (17th Century)

The contrast between light and dark creates drama and urgency, engaging viewers in the story.

Use Cases

Media: Use dramatic visuals and high-contrast imagery in digital ads to capture attention.

Marketing: Use dramatic narratives to engage audiences during moments when the product changes the user's life.

Product: Focus on simplicity in product design, akin to the clarity of light in darkness.

2. Romanticism (Late 18th to Mid-19th Century)

A reminder of the human connection to nature and inspire a sense of adventure or self-discovery.

Use Cases

Media: Use immersive media, likevirtual reality (VR), to create unique experiences.

Marketing: Develop content that appeals to emotions of exploration, tapping into people’s desire for self-discovery.

Product: Create features that connect users with a healthy relationship with your product i.e “Are you still watching?” on YouTube versus Spotify.

3. Impressionism (Late 19th Century)

It highlights the beauty and importance of everyday moments.

Use Cases

Media: Use pastel colours in media to create an inviting, warm atmosphere in digital customer experiences.

Marketing: Focus on the beauty of everyday moments. Use themes that resonate with daily life, a broad audience.

Product: Develop features that enhance everyday experiences (habits), encouraging habitual use.

4. Expressionism (Early 20th Century)

Represents a universal sense of fear, resonating deeply with viewers as it capture raw emotions.

Use Cases

Media: Incorporate sound and visual effects that create a visceral, emotional response in the audience.

Marketing: Address raw human emotions & Tackle common fears in ways that deeply resonate with the audience.

Product: Highlight features that directly address emotional concerns.

5. Surrealism (1920s - 1960s)

Challenges viewers’ perceptions of reality. Its unexpected elements draw people in, sparking curiosity.

Use Cases

Media: Use unexpected elements like surreal and imaginative visuals that stand out to captivate and engage viewers

Marketing: Create campaigns that play with reality and challenge perceptions. Use mystery to draw in audiences.

Product: Design features that surprise and delight users for example Netflix’s trivia quizzes.

6. Pop Art (1950s - 1970s)

Pop Art’s use of popular culture and everyday objects resonates with mass audiences.

Use Cases

Media: Incorporate cultural references and familiar imagery to create an immediate connection with the audience.

Marketing: Develop campaigns that resonate with mass culture, making the brand feel relevant and in tune with the times, like Coca-Cola’s branding campaigns.

Product: Use packaging and branding that is eye-catching and relatable to consumers.

Using Art to Shape Media & Marketing Strategies

Using these art principles can create emotional stories that resonate with people, making brands more memorable and strengthening audience relationships to drive revenue.