The document discusses lessons learned about using images in marketing music to consumers. It found that using images with too much contrast or mixed meanings can confuse consumers. Images should carry some meaning directly related to music to help consumers decode the message. Unconventional images may signal progressive or new music genres like electro-indie, while nature images suggest folk or country music and cityscapes imply sophistication.
17. What we learned
1) Too much contrast and mixed meaning is confusing for
the consumer in identifying the audience.
2) Having images that carry ‘too much meaning’ or are have a
little direct relevance to music (e.g. the chariot racer) do not
seem appropriate. There must be something their for the
consumer to decode.
3) Anything unconventional is associated with progressive
and new music types such electro – indie.
4) Nature has evokes ideas of folk or country.
5) Cityscapes – sophistication.
6) Surburbia – social commentary, do-it-yoursefl
