Bloghound

What’s your visual DNA? Imagini, a new social networking site dedicated to creating a new language of visual communication, helps you determine your visual personality profile. It works by asking you to reply to a series of statements by clicking on a photo that best represents your response. (”The ideal vacation…” That’s my response at left.) It then gives you profile, kind of like a Briggs-Meyers, and connects you with people who have similar profiles. (I’m closely matched with men about my age in the Netherlands and younger women in Asia.)

The personality categories (and my DNA in parentheses):

• Mood: dreamer, go-getter, easy rider, wildcat, sofisticat. (Go-getter)
• Fun: worker bee, escape artist, thriller, conqueror. (Conqueror)
• Habits: junkie monkey, back to basics, new wave puritan, high time roller. (New Wave Puritan.)
• Love: Touchy feely, home soul, nice ‘n cheesy, love bug. (Home soul)

So what does this have to do with marketing?

1. It’s a new way to do research. Rather than categorizing people by traditional segments, this type of approach “is going to enable finding things according to your Visual DNA code,” says Imagini CEO Alex Willcock.

2. New commerce opportunities. Imagini has a beta Gift Finder service that let’s you profile the person you want to buy for, and then gives you gift recommendations based on the person;s Visual DNA. With my wedding anniversary coming up, I profiled my husband and the Imagini database presented some great idea. I was surprised at some interesting ideas that I would never have thought of, but know would work. (And this is a hard guy to buy for.)

The site also provides travel service recommendations based on your profile. Again, I was pleasantly surprised at how relevant the recommendations were to my interests.

We rely so much on words and talk in marketing, but keep an eye on how visual communication will open up interesting new opportunities.

PS — Thanks to Colin Beasty at CRM Magazine for his nice article last Friday on Beyond Buzz.

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