Simon Cress
It is likely that cartoons have existed since the birth of mankind. Originally intended to be used as a means to convey basic information (such as displaying a gazelle hunt), these seemingly simple devices are now a part of our daily existence.
Many industries likewise employ cartoons to promote specific brands, and to gain a loyal customer base. Let us quickly examine for well-known examples to better understand just how ubiquitous such methods have now become, and where we may be headed with the help of modern technology.
The Automotive Industry
Many advertising specialists will cite the Michelin Man as the first “mainstream” cartoon designed to publicise a specific product. First released in 1898, this icon still holds a firm grip on popular culture. The Michelin Man is also an excellent representation of how designs can change over time in accordance with end-user preferences.
Online Casinos
When discussing the iGaming industry, cartoons have truly taken on a life of their own. This is largely due to the rise of artificial intelligence and flash images. Well-known brands such as Spin Casino use cartoons to highlight specific games, to reinforce ongoing promotions, and to provide players with a simplified navigational tool. These types of images are even more relevant when we consider their visual appeal to smartphone users; an important benefit for casinos that wish to target a specific demographic.
Breakfast Cereals
There are literally hundreds of cartoons that have come to define breakfast cereals. Common examples include:
- Tony the Tiger
- Snap, Crackle and Pop
- Toucan Sam
One interesting advantage here is that unlike written text, cartoons are able to span different cultures, and surpass language barriers. They represent invaluable tools when resonating with foreign marketplaces.
Soft Drinks
Cartoons likewise enjoy a pronounced presence within the soft drink sector. Some are transient and will be retired over the years, while others are slightly more permanent in nature. A handful may also be used to promote specific times of the year. The Coca-Cola polar bear is a perfect example to mention. This image is used to promote campaigns during the holiday season. Consumers will immediately recognise such an icon and, perhaps more importantly, associate it with Coca-Cola as opposed to competitors such as Pepsi.
What Does the Future Have in Store?
Some claim that AI-generated images may dominate cartoons in the coming years. Others believe that traditional hand-drawn images will continue to appeal to the end user. The fact of the matter is nonetheless undeniable. Cartons are extremely powerful ways to convey numerous thoughts, emotions, and brand identities without saying a word. It is therefore clear why they have become such powerful tools.
If we think about it, cartoons are all around us. Although they are often taken for granted, there is little doubt that brand identities would suffer without such a universal presence.
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