Understanding Consumer Trust in Visual Content for FMCG Advertising

As cost pressures continue to rise and consumer confidence wanes, the demand for effective visual content in Fast-Moving Consumer Goods (FMCG) advertising becomes increasingly critical. Getty Images, a leading visual content creator and marketplace, has released findings from its VisualGPS research that illuminate current consumer expectations for visual content used in advertising.

The Context of Rising Prices

With the soaring prices of raw materials and the increases in import costs due to yen depreciation, consumers globally are feeling the strain. Items essential to daily life, such as rice, have seen notable price hikes. These economic challenges have led to a decline in consumer spending, causing concerns about economic recovery. Amidst growing consumer anxiety, companies in the FMCG sector must adapt their advertising visuals to meet the changing landscape. Getty Images' visual experts have researched what Japanese consumers currently seek in visual content.

Trust Issues Surrounding FMCG Advertising Visuals

Both in Japan and worldwide, FMCG companies aim to foster a sense of comfort and familiarity through their advertising. However, the VisualGPS survey reveals that while 54% of Japanese consumers trust content from FMCG brands, an equal number have expressed distrust. Among those who do not trust these visuals, 69% cite issues with advertisements, while 21% distrust the companies or products themselves.

This skepticism is largely rooted in concerns over personal health and product safety, with many consumers perceiving a lack of transparency and accuracy in advertisements. This is especially evident in categories like personal care and health-related products where trust is crucial.

Preferences for Relatable and Realistic Imagery

To restore trust in advertising visuals, it’s critical for FMCG companies to adapt their strategies. According to the research, 75% of Japanese consumers respond positively to realistic and everyday images depicting products in use. Furthermore, 76% prefer visuals that illustrate the effectiveness of products in typical home settings.

Transparency is key; brands should clearly communicate safety, efficacy, and convenience through detailed product information. Engaging visuals that resonate with consumer needs can significantly enhance brand loyalty.

Key Visual Elements to Enhance Trust

When it comes to creating visuals for FMCG products, there are specific elements that appeal to Japanese consumers. The survey highlights that:

- 76% of consumers value familiarity in visuals
- 76% prefer realism
- 56% choose soothing intermediate or bright colors over stark blacks and whites
- 55% appreciate visuals that convey comfort and approachability
- 54% lean toward modern imagery

Interestingly, 66% of Japanese respondents agree that “the small joys of everyday life bring the greatest happiness.” This insight indicates that integrating FMCG products into relatable, daily scenarios can enhance the appeal of advertising visuals, fostering trust among consumers.

Summary of VisualGPS Research

Conducted between November 30, 2024, and January 7, 2025, this survey included 500 Japanese participants aged 18 and over, aiming to shed light on consumer expectations in visual marketing.

Interviews with Key Experts

- Arisa Nagai - Senior Content Specialist at Getty Images, with a background in conceptual art and photography, emphasizes collaboration with talented creators to produce relatable, story-driven content.
- Kate Rourke - Director of Creative Insights at Getty Images APAC, leverages over ten years of experience in the photography industry to guide brands in making better visual choices through understanding consumer motivations and visual trends.

Both experts highlight the transformative potential of visuals in rebuilding consumer trust and shaping effective marketing strategies in the evolving FMCG landscape.