In the early 20th century, companies used hand-drawn illustrations and lengthier narrative formats as marketing strategies to draw in consumers. Times have changed, but this technique is still alive. Vintage-style ads are everywhere – President Barack Obama’s 2008 “Hope” campaign is a prime example, but clothing, cars and electronics all make use of the old-fashioned feel.
How do you incorporate “vintage” ideas into your marketing strategy? Here are some quick tips on ways to meld the old with the new.
Hand-drawn images. Before computers and graphic design programs existed, artists drew advertising images by hand. Using images that appear hand-drawn can give a website design personality and artistic appeal. You’ll also stand out from your competition if your logos and other artwork have a unique flair. Design software has made it possible for graphic designers to give you the look of a hand-drawn image in a digital format.
Antique photos. This doesn’t mean going through your mother’s photo album and locating old pictures. Various imaging techniques can make modern photographs appear antique. If you plan to add a vintage look to your website, a Web designer can help by aging your photos and adding frames for visual interest.
Vintage fonts. Picking the right font will give your website and other materials a classic look. Talk with a graphic designer before starting your project about implementing this look in your marketing collateral.
Tell a story. Advertisements from the ’40s, ’50s and ’60s included lengthy descriptions and claims that set a scene and described the need their products filled through storytelling. This interesting writing style can give your copy a personal touch.
I enjoy vintage advertising, but it’s not for everyone. If you’re looking for a way to stand out from the crowd, however, vintage methods may be the solution, especially if your competition uses modern branding and marketing techniques. Drawing from the past can give you ideas for your own marketing activities and help you plan for the future.