Visual Marketing Elements in Digital Media: A Tool for Planning

Abstract

This paper aims at identifying and classifying the visual marketing elements most frequently used in digital media. State of the art scientific articles and blog posts serve as an information base for analysis and synthesis in order to identify different types of digital design elements such as images, infographics, data visualizations, visual quotes, memes, and Gifs, emojis, etc., and further to classify them into logical groups according to their format and function. As a result, a classification tool is developed which can be used by both researchers and practitioners to plan further investigations of business practices and customer preferences, as well as to plan visual communications avoiding clutter and inconsistence.