By Ed Mahony by newsdrilldigital.com – 2014
Cartoons in marketing is not new. ¬†In the last few years, people such as Tom Fishburne (of Marketoonist) and¬†Hugh MacLeod (of¬†Gaping Void) and¬†have been in the forefront in this. But with the rise of content marketing, cartoons are even bigger.¬†
Why do cartoons work in marketing (/ content marketing)?
- Stimulating. At just purely the level of visual stimulation and interest, images in general work, whether cartoons or non-cartoon images.¬†
- Different. But the internet is swamped with images. Cartoons offer something different.¬†
- Humour. Cartoons are humorous. Humour is effective
- Story. Cartoons can help tell a story (or brand story) (and much easier to draw a story than photograph one)
- Provoke. Cartoons, like images in general, can be effective in provoking ideas. (so not just about telling, but, also provoking). Images appeal to the right side of the brain, increasing creativity.
- Juxtapose.¬†Related to story-telling and provoking ideas is the opportunity cartoons offer marketers to¬†juxtapose content or ideas in one single image (with photos you have to use two different images, and they might not match, exactly, in form or style).¬†
- Social Media. Cartoons enable the marketer to express ideas economically so that these ideas can be passed on easily to others via social media and other marketing channels.¬†
- Fill-in-the-blanks. In Seth Godin’s interesting article¬†“Why Cartoons Work“, he discusses how cartoons, although “one-directional” encourage dialogue because they invite the reader to “fill in the blanks”.