In today’s marketing world, content is constantly vying for attention – and visuals have never been more important. Research from Art Kramer, a professor from Northeastern University, USA, suggests that the average attention span may be decreasing, which means that online, there’s a growing need to instantly grab your audience’s attention. With platforms like Instagram and TikTok driving visual-first content, it’s clear that images, videos, and graphics are at the heart of the most successful marketing strategies.
For salons, clinics, and spas, visual marketing isn’t just about pretty pictures – it’s about creating an experience that resonates with your audience. Visuals can make or break clients’ first impressions of your hair and beauty business, whether it’s a stunning Instagram feed, eye-catching retail displays, or cohesive branding across all touchpoints.
But with so much competition, how do you ensure your business stands out? Ochuko Akpovbovbo, in conversation with the Link in Bio marketing newsletter, says that it’s all about the look – “If I went on a brand’s IG page and liked what I saw, I was going to follow.” The power is in the visuals.
Colour Psychology & Trends
According to Alice Kirby, a salon marketing specialist at Lockhart Meyer, colour can be a powerful marketing tool. It can trigger psychological reactions, influence mood, and prompt potential clients to take action. Salons, clinics, and spas can leverage current colour trends in the digital sphere to capture attention and convey the right message.
Earthy tones like terracotta and sage green can convey a sense of calm and eco-friendliness, perfect for using in your spa’s Instagram feed and printed ads if these values are important to your brand. Vibrant shades, like electric blue and neon pink, can exude energy and modernity, making them ideal for a playful hair studio. By aligning your colour palette with your brand identity, whether luxurious, youthful, natural, or professional, you’ll create a visual language that resonates with your target audience.
Remember, Inclusivity is Key
A successful visual marketing strategy should be inclusive. This means designing with colour accessibility in mind – ensuring your visuals have sufficient contrast and readability for people with colour and vision deficiencies. High contrast between text and background colours ensures that everyone can read your message clearly, no matter where they see it. Accessibility isn’t just a design consideration; it’s a way to broaden your audience and make your salon, clinic, or spa’s brand welcoming to all.
The team at Not Another Salon in Shoreditch showcases their inclusive space.
Attracting Attention with Your In-House Visuals
Your salon, spa, or clinic’s interior design is the first thing clients see when they walk in, setting the tone for their entire experience. Use colour schemes, textures, and layout arrangements that reflect your brand’s personality. A cohesive interior design can make your space feel more inviting and memorable, encouraging clients to stay longer and explore our services.
Keep the flow of your space in mind. Design your layout to make clients feel comfortable, with clear pathways guiding them through different areas – from the reception to the retail section and treatment areas. Consider adding plants, artwork, or statement pieces that reinforce your brand’s aesthetic.
A good example of a salon that smashes this sentiment is House of Quirk in Northwich, where clever interior choices mean salon chairs are located away from windows. When asked about this interior choice, co-owner Rae noted that the team wanted to create a salon that felt safe, comfortable, and relaxing for visitors. One way of doing this? Making sure onlookers weren’t staring at them through the windows. This simple design choice enhances the salon’s brand as one that has inclusivity at its core. How can your salon, clinic, or spa do that same?
The Power of Strategic Lighting
Lighting is vital when creating the desired ambience of your salon. Bright, natural lighting not only highlights the quality of your work, but also creates a clean, modern feel. Use warm, soft lighting in waiting areas to relax clients, and consider adjustable lighting at styling stations to ensure treatments are showcased in their best visual environment.
You can also highlight retail shelves with accent lights, highlighting your products and encouraging purchases. Clients are more likely to browse and buy when products are well-lit and easy to see. Think about spotlighting or backlighting to add a touch of luxury and enhance the overall shopping experience.
Showcase Products to Sell More
Effective visual merchandising is crucial to boosting your retail sales. Design eye-catching displays that showcase your best-selling and seasonal products. Arrange items in a way that tells a story, such as a “summer essentials” display with bright colours, or an “autumn hair care” collection with soothing, earthy tones.
Regularly refresh your displays to keep things interesting. Highlight special promotions or new arrivals to capture clients’ attention, and use signage to promote limited-time offers. Make sure your retail area is accessible, organised, and easy for everyone to navigate, encouraging clients to add an extra item to their purchase.
Going Green with Sustainable Salon Design
Did you know that 85% of consumers have become greener in their purchasing habits? It’s become clear that eco-friendly salon design not only benefits the environment, but also appeals to clients who prioritise sustainability. Use energy-efficient lighting, eco-friendly materials, and reusable or biodegradable products whenever possible. Decorate with natural elements like plants and sustainable wood to give your space a fresh, modern, and eco-conscious feel.
Highlight your commitment to sustainability with small touches, like refillable product stations, recycling bins, and energy-saving appliances. Make sure to communicate your green initiatives to clients, so they know they’re supporting a brand that cares about the planet.
Promoting Authenticity in Online Visual Marketing
In 2024, using beautiful images across your online platforms is no longer enough to grab attention – your visuals should tell a story. The more engaging, informative, and memorable your content is, the more likely it is to resonate with potential clients. A study from Stackla found that nearly 90% of consumers felt authenticity was essential to brand loyalty There are a few ways to do this.
Visual Storytelling
Today’s consumers want more than just a static image. They want to be taken on a journey. Visual storytelling allows you to connect with your audience emotionally by showcasing the story behind your services. For salons, spas, and clinics, this could mean creating videos that illustrate the transformations that your clients experience, such as a step-by-step makeover, an aesthetic transformation from start to finish, or a behind-the-scenes look at how a new hair colour treatment is applied.
Phorest Tip: Check out our guide to salon social media hacks to find out more about building your portfolio and sharing it online with PhorestGo!
Platforms like Instagram Reels and TikTok are perfect for this kind of content, enabling you to share quick, engaging clips that tell a compelling story while showcasing your brand’s authenticity- something consumers are increasingly drawn to in recent years. These stories are relatable, shareable, and a powerful way to build a connection with your audience.
Check out this video from Amitra & Co., showcasing a before and after hair transformation!
Authenticity and Diversity
Consumers are increasingly drawn to authentic, real-life content that they can relate to. A report from Getty Images stated that 98% of consumers agree that ‘authentic’ images and videos are pivotal in establishing trust. This means moving away from overly staged or edited images and embracing the beauty of real people and real moments.
For salons, clinics, and spas, this means using photos and videos of your actual clients and staff, showing genuine smiles, natural poses, and the honest, everyday experiences that occur in your business. This approach not only builds trust, but also makes your brand feel more approachable and down-to-earth. This is more likely to attract new clients and encourage repeat ones.
Patricia Molloy at The Derma Clinic envisions a regular client interaction.
Diversity and inclusivity are also crucial elements of modern visual marketing. Showcasing different demographics, whether in terms of age, skin tone, hair type, or body shape, helps you appeal to a wider audience and reflects a more inclusive brand. Make sure your marketing materials represent the diverse beauty of your clients, so every potential visitor feels seen, welcomed, and celebrated by your brand.
Pssst: when featuring your clients in pictures or videos online, don’t forget to ask for consent! You can gather this during their appointment or in advance using Phorest’s Digital Consultation Forms.
Quick Tips for Salon Visual Marketing in 2024
Here are some key pointers to keep in mind:
- Make it bold, make it pop: Attention spans are short, so choose visual messaging that’s clear, striking, and instantly engaging. Experiment with different Reel templates and TikTok trends, but avoid clutter – like excessive filters. Stand out without overwhelming the viewer; the goal is to catch attention quickly and hold it.
- Choose colours that speak: Pick colours that reflect your brand’s vibe – whether it’s calming pastels or bold shades. Keep contrast high for readability and inclusivity, and tap into seasonal trends to keep your visuals current. Remember – colours evoke emotion, so choose hues that match the message you want to convey.
- Focus on happy, positive vibes: Highlight joy and confidence in your visuals. Smile-filled images and videos resonate universally, creating an emotional connection. Capture genuine reactions and satisfaction to convey the positive experience your salon, spa, or clinic offers.
- Use real people for real impact: Showcase authentic photos of clients and staff. Real, diverse faces create a sense of relatability and trust. Embrace natural, candid shots over excessively edited images. User-generated content is gold – clients love seeing themselves featured, and it adds credibility to your brand.
- Centralise and simplify: Keep your visuals focused. The main subject – whether a product or client transformation – should be the focal point. Minimise distractions and keep designs clean, guiding viewers directly to your message. A clear, centralised design ensures your audience knows where to look first.
Create Visuals that Connect
From your online identity to the visual merchandising of your retail display and interior decor, choosing the right colours, showcasing the right people, and crafting engaging visuals can help make your salon, spa, or clinic stand out in a crowded market and attract clients who are happy to come back over and over again.
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