In this series of 3 blogposts I talk about future developments of the consumer language. To get to the bottomline directly : they will probable not read a word of your copy in 2025. Ok that’s is a really bold statement, but the matter of fact is that humanity will loose a major part of its verbal ability over the next decade. This implies that every word you will write has to be on spot, the exact reason why poetry is gaining momentum: A free form of linguistics capturing the essence of it all. In my last blog post I therefor wrote about why we need future brand poets. But dealing with the future consumer language not all comes down to new verbal mastery. Not on only do we have to minimalise the word count of our copy, the new language consumers speak is all about image.
In this film you’ll see how visual communication is gradually replacing the written word. In our ever growing drive for instant satisfaction, visuals play a leading part.
Carefully describing your mental and emotional state, can now simply be replaced by choosing one single yellow friend (wearing sunglasses, sticking out its tongue, or wearing a cowboy hat). Now this may sound a bit trivial but dealing with brands in the near future will be all about emoji’s. Many company’s have created their unique verbal identity, a tone of voice that represents their brand character. The newest challenge as a brand is to complete your identity by developing your own set of emoji’s or other visual font that expresses experiences or associations with your brand. Many new fonts are released by just containing visuals. The business succes of the Asian instant messaging app LINE, for instance heavily relies on selling cute digital stickers. Font pairing will be a completely new business this way.
Last Month Mac Donalds and Burger King turned the emoji game in an an entertaining #burgerdebate, figuring which emoji burger was the best. Off course an open invitation for other players to jump in.
In our visual culture creation and visual design become major players in the marketing game, promoting the visuals designers to the corner offices, also because our social media need a constant stream of new images. Our future consumers expect us to speak a visual language. Animated, photographed or hand painted, whatever form suits your brand personality best.
Even Anne Frank’s Diary was released in a visual edition. Sometimes the future of marketing seems to become dominated by the analytical left part of the brain, but it the visual content we’ll need to deliver to resonate to our future consumers, fortunately will rebalance the skill set of the future marketing department.