Understand Visual Guidance in Projects (Classic)
Learn how the Visual Guidance section helps translate audience insights into creative direction that can support campaign planning, messaging, and marketing strategy.
Overview
Follow this article to learn about Visual Guidance in Projects (Classic).
Visual Guidance is one of the report sections available after generating a project in Projects (Classic). This section is designed to help connect audience intelligence with creative decision-making by providing guidance that supports the development of marketing assets and campaign visuals. While other sections of the report focus on understanding who your audience is, Visual Guidance shifts the focus toward how that audience can be engaged through creative execution. By presenting recommendations alongside the broader audience analysis, this section helps marketing teams develop campaigns that are better aligned with the audiences identified within their project.
Whether your project was created from a brand, interests, a natural language description, the Segment Library, or store visits, Visual Guidance provides an additional layer of insight that complements the rest of the report.
Why Visual Guidance Matters
Successful marketing campaigns require more than a well-defined audience—they also require creative that resonates with the people you're trying to reach. Visual Guidance helps bridge the gap between audience research and creative planning by providing direction that can support the development of campaign assets. Rather than leaving creative decisions disconnected from audience intelligence, this section encourages teams to consider how the characteristics identified throughout the report can influence visual communication. By incorporating Visual Guidance into your planning process, you can help ensure that creative decisions are informed by the same audience insights that support your broader marketing strategy.
How Visual Guidance Fits Into Your Report
Visual Guidance is intended to be viewed alongside the other sections of your project rather than as a standalone recommendation.
The audience identified within the Audience Segments section provides the foundation for understanding who you're trying to reach, while Marketing Recommendations help define strategic opportunities. Visual Guidance builds upon those insights by supporting the creative direction of future campaigns.
As you continue exploring your report, you'll also find additional perspectives through Influencer Insights, Targeting Descriptors, and Content Strategy. Together, these sections create a comprehensive view of your audience and provide practical guidance that supports both strategic planning and creative execution.
Using Visual Guidance
Visual Guidance is designed to support the creative planning process rather than replace it. As you review this section, consider how the guidance aligns with the audience characteristics and recommendations presented throughout the rest of the report. Looking at these insights together provides additional context that can help inform creative discussions, campaign development, and marketing initiatives. Rather than treating Visual Guidance as an isolated recommendation, use it alongside the broader audience analysis to ensure that creative decisions remain connected to the audiences your project has identified.