Brands create DEEP MEANING in seconds because they've created "legends" shared across cultures and between fans, brand advocates and supporters.
These "memes" are the shorthand we use to navigate life's paradox of choices:
Starbucks = good coffee and great place to get out of a "home office" or have a meeting a "home away from home".
Nike = healthy, active lifestyle.
Vogue knows a lesson all marketers must learn - the LESS "cargo" they have to carry the faster their message hits home. Cargo, in this context, is meaning. The less Vogue explains because their readers already know what they are talking about the faster their message creates the loyalty and readership needed.
These tips come from Vogue's use of visual LANGUAGE. Vogue isn't JUST a treat for the eyes, their content must hold the attention of perhaps the mos time sensitive customer on the planet - American women.
Vogue's content isn't random. They WRITE like they design - visually, FAST and exciting.
574 Showstopping Spring Fashion The Must-Have Looks From Punk to Polish Romantic to Rebel
Note the alliteration and juxtapositions:
Punk to Polish Romantic to Rebel
Juxtapositions need FEWER words because the mind is comparing concepts IN CONTRAST. Contrast is a POWERFUL way to engage the mind because when we contrast ideas each contrasting idea helps fill in missing elements of whatever is being contrasted.
SO even if you don't know what PUNK is you can imagine the opposite of POLISH. This is why contrasts and juxtapositions are so POWERFUL online. We can speak a broader language than our audience may know IF we provide the right clues and let them fill in the blanks.
ENGAGEMENT is the prize of creating great juxtapositions. Vogue knows they don't have to explain everything. They are the masters of the TEASE.
Online the equivalent is not OVERSELLING the click. Tease the click because the click = engagement and engagement = relationship. We can't influence or communicate with people we don't have a relationship with.
Colors can reinforce headlines and communication or muddy up communication. Vogue keeps their cover colors simple especially their font colors.
Their photographs always bring a variety of colors so they keep their headline colors constrained and simple.
Color operates on so many parts of the brain simultaneously use of color should be carefully considered. Look at 100 Vogue covers and you will see a very simple and repeated color set of basic primary colors with a preponderance of white, black and red.