Key Visual of the Week...

In this example, we have our old friend, a neutral facial expression...

Neutral expressions are particularly prevalent in fashion campaigns but are used across all other industries too.

Brand Insights departments need to know this!

Here are some of the reasons I've been given why neutral expressions are used:

?????1. A neutral expression means the products will be the focus of the campaign - WRONG.

All eye tracking studies prove that the face will always be the first spot that the consumer will look at and give the most attention to.

?????2. Neutral expressions are a blank canvas, so the consumer can project their own feelings and reactions onto the image - WRONG.?

Consumers perceive a neutral expression as negative emotionally 90% of the time.

?????3. In fashion, there's often an emphasis on creating a look that is aloof or untouchable, which aligns with a more reserved, neutral facial expression - WRONG.

Depending on the target audience, showing models who exhibit emotions can resonate more deeply on a cultural level. It can make the brand feel more accessible and responsive to the emotional states of its consumers, rather than aloof.

What do you think?

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