BOOK COVERS AND MARKETING STRATEGY COULD BE GREATLY EFFECT BY THE FOLLOWING:
There was an article that got my attention. I was observing a conclusion that experts made on the pictures people favored. These reports are monumentally crucial in the marketing businesses because we design photos for advertisement, videos, and cover art for ebooks, and audiobooks. Images can play a huge role in marketing, and those that are attracted to the image are equally valuable components. This paper is going to get technical, and I hope you read the full paper; to an odd conclusion. It is a conclusion that should be valued and assessed.
After reading the initial article, I asked myself, “Who is this expert that is determining and giving values to individuals in regard to pictures?” I was lead to a second page and I finally had some substantial information when I landed on a third page. The third page had a report done by NPR which is known for its intense research. It spoke about a study that asked 166 Instagram users access to their pictures for analysis. They were using a computer algorithm in hopes to discover a pattern of depression within the user group based on photos. Not only did they analyze pictures to assess depression, but these users allowed the Harvard group permission to their medical diagnosis. According to this article and other supporting information, 70% of the data in images validated features that were common in individuals who had depression. They compared photos of those with clinically diagnosed depression to other images.
“In general, each one of these things has some relationship to what people have already found in studying depression,” says Andrew Reece, the lead author, and psychology and computational science graduate student at Harvard University.
As exciting as this is, being in marketing, I kept digging- I was looking for something particular. Although I value NPR and the reporting quality it offers; I would go straight to the source.
I read the study associated with Cornell University and the premise for all of these articles; most poorly assessed. This leading university calculated that people who are depressed click on pictures that have lighter colors. This fact interested me because many reports show that book covers that are lighter in color or feature images of people produce greater sells. I understand that a person can connect with a picture of a person in the book, and this is a good attraction for sells. However, I have always been mystified by evidence that suggests books with light hues are popular because I don’t agree with all of the evidence.
I did not imagine I would be writing this article because depression can be easily miscalculated. There was no basis for their evidence if the statistics are calculated on the general population. This would be a population that has high amounts of misdiagnoses. However, I was impressed to find that out of 50,371 patient outcomes; they calculated into their figures that 21.9% did not have depression. The study included the factor that misdiagnosing patients were common. With this calculation included I was very interested to find that the lighter colors and lighter hues were attributed to more depressed people. Are people with depression buying more books?
Studies on this subject with any merit are nonexistent at this point. However, therapists actively promote reading to people with depression or anxiety. There is some fantastically well-collected evidence that shows reading can boost your mood. Also, I have found many individuals who claim that reading has improved their lives. Why is any of this important?
If we can calculate that a majority of people with depression are buying particular books, this would be a valuable marketing tool. The idea that people strugglingly with depression are more apt to buy a book is a huge advantage. It can help structure the content of the cover image on the book and the actual technique of marketing.