Written by A digital art is indeed now an essential element in modern promotional strategies in advertising and marketing. The beauty of brand promotion is that it is no longer limited to conventional promotional strategies; brands are employing unique forms of digital art and technology to advertise and sell their products and services.
What is Digital Art?
Digital art is defined as art in a digital medium, with particular emphasis placed upon the creation, presentation and dissemination of the art. As opposed to more conventional art media such as painting or sculpture, the practice of digital art relies on contemporary technology and application programs. In the broad category of digital art, innovation is rife where facets range from computer-generated images and animations to installations that one can interact with.
Various examples of digital art include Illustration, Graphic Design, Motion Graphics, 3D Computer Graphics, Generative Art, Augmented Reality Art, Virtual Reality Art, etc. Modern digital artists employ such technologies as coding, game engines, artificial intelligence, virtual and augmented reality, and sophisticated software tools to generate stunning advertisements and marketing images.
Advertising is one of the sectors that has rapidly adopted digital art in recent years.
Digital art offers some unique advantages that make it well-suited for modern advertising:Digital art offers some unique advantages that make it well-suited for modern advertising:
- Visual Perspective – The artworks that are created digitally may be elaborate and detailed, with vivid images and dynamic movement. Marketing departments use modern CGI, animation and other approaches to develop high-impact visual content interested to consumers.
- Storytelling Capabilities – Interactive, engaging, and innovative, digital art is an excellent medium through which brands can share their stories about their products. For example, a digital artist can make an explainer video, an animated video web application, or a mobile application that informs consumers.
- Versatility – Digital art can be easily shared and customized with various media such as social networks, Internet sites, mobile applications, LED-boards, etc. Brands can use digital art to build tailored customer experiences out of it.
- Interactivity – Digital artworks can incorporate a company’s data, key performance indicators and user engagement to assist the brand in evaluating the success of the marketing campaign and make suitable modifications when needed. For instance, it is possible to make several variants of artwork and test them to see which one is performing better.
Marketing as one of the most important functions of a business can benefit from the innovations in digital art in the following ways.
Many brands in today’s world are using forms of digital art to rebranding, interacting with customers and product marketing in an innovative manner. Here are some innovative examples:Here are some innovative examples:
Augmented Reality Art
Nike and L’Oreal have made augmented reality applications which help users, for instance, to wear sneakers or apply makeup without leaving home. It is accompanied by the further development of 3D art that resemble the textures, lighting, and movements of a real world for the user.
3D Product Visualizations
Car manufacturers such as Audi have successfully used 3D art and CGI to present new car models to the public even before the actual products have been introduced to the market. Such hyper-realistic 3D images of the cars’ exterior and interior in various orientations and with variations in options do engage customers and even let them use a virtual reality experience to feel the car’s form and design.
Interactive Brand Characters
In order to create effective memorable branding messages, companies create fun personalities to engage consumers across multiple channels. For instance, Wendy’s Smoothie the Cat with a playful personality and illustrations pop ups in the customer’s application, website, and even kiosks at the restaurant.
Generative Brand Logos
It is a subfield of computer art that employs formulas and commands to create designs on its own. Indeed, there are companies that have produced logos that generate new forms of the primary logo design; such icons are Channel 4 and Louis Vuitton. This makes their brand identity more vibrant, individualized and suitable to the Internet age.
Experiential Website Design
Now, moving far beyond a mere combination of static images and simple text, brands are creating websites that are deeply immersive and highly engaging, driven by techniques from the world of digital art. Apple and Adidas apply the enhancing services of motion graphics and 3D models of products and extensive animations to turn customers’ sites into an actual playpen.
In Conclusion
Thus, digital art is not only relevant but has a significant function to fulfill in advertising and marketing as screens become perhaps the most common points of contact between consumers and brands. New dynamic and interactive digital artworks could be used as strategic tools to shape customer experience and form an essential part of brand communication in the digital realm as well as within the physical world. The use of such high-tech tools as generative art, augmented reality, motion design and data inclusion, opens the vast possibilities of branding and creative marketing.
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