Visual Semiotics: Sleep Aid

Context
Context
Approach
Impact

A sleep aid product was not experiencing the degree of growth expected, and the client needed to understand why.

Visual semiotics was used to evaluate messaging and marketing materials that were underperforming. These creatives depicted the sleep aid delivering quick sleep. Visual semiotics showed that consumers understood that the product would help them get to sleep, but also pointed out that there was no indication that the depicted woman would awaken, much less wake up feeling refreshed.

After implementing these findings, the brand changed advertising to show a woman waking refreshed. This was purely a visual change—there were no wording changes that would have required legal review. These changes led to a 20% volume increase within six months.

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