Visual Marketing

Barbara E. Kahn is Patty and Jay H. Baker Professor of Marketing at the Wharton School at the University of Pennsylvania. She served as Director of the Jay H. Baker Retailing Center and as Executive Director of Marketing Science Institute (MSI). Barbara also served as the Dean and Schein Professor of Marketing at the School of Business Administration, University of Miami and as the Vice Dean of the Wharton undergraduate program. Barbara is an internationally recognized scholar on retailing, variety-seeking, brand loyalty, product assortment and design, and consumer and patient decision-making. She has published more than 80 articles in leading academic journals. She is the author of Global Brand Power: Leveraging Branding for Long-Term Growth and The Shopping Revolution (revised and updated): How Retailers Succeed in an Era of Endless Disruption Accelerated by Covid-19, and coauthor of Grocery Revolution: The New Focus on the Consumer. She has been featured in CNN, CNBC, Forbes, Wall Street Journal, New York Times, NPR, Vox, Politico, and the Hidden Brain Podcast. She has a PhD and MBA from Columbia University. Elizabeth (Zab) Johnson is the Executive Director and Senior Fellow of the Wharton Neuroscience Initiative and an adjunct professor of Marketing at the Wharton School at the University of Pennsylvania. Her research focuses on vision and visual behavior. Her work spans physiological approaches in the retina and early visual cortex to using eye tracking to investigate how human observers look and navigate through the world, how these processes unfold over time and with experience, and the role of social cognition and decision making in these processes. Before joining Wharton, Zab was an assistant research professor of neurobiology at Duke University’s School of Medicine, where she also launched the Duke Institute of Brain Sciences. She has a PhD in neural science from New York University and an AB in psychobiology from Mount Holyoke College. She is passionate about how neuroscience can impact and improve many aspects of how we make choices, lead organizations, and live our lives. Her research and practice strive to push applications of neuroscience outside of the traditional laboratory to find new solutions for real world challenges that impact both business and society.

1. Introduction: Understanding Visual Marketing Principles to Drive Success 2. Retailing Disruption: The Changing World of Retail and Why Visual Marketing is More Important than Ever Part 1: Going Deeper, Underneath the Hood: How We See 3. Visual Attention is the Gatekeeper to Perception and Knowledge 4. Creating a Visual Vocabulary: Visual Communication and Visual Analysis 5. Decision-Making and Modelling Visual Choice 6. The Power of Visuals to Engage and Boost Memory Part 2: Translating Visual Principles into Marketing Strategy 7. Visual Content Can Elicit Strong Feelings and Social Influence for Advertising and Social Media Campaigns 8. Customer Shopping Journey: The Importance of Visual Marketing at Critical Touchpoints 9. Packaging is a Canvas to Influence Consumer Perceptions and Increase Purchase Likelihood and Repeat 10. Creating a Visual Brand Identity 11. Conclusion