Why Visual Communication Is Crucial to Your Business
The human brain processes images 60,000 times faster than text and according to MIT neuroscientists, we can identify images seen for as little as 13 milliseconds.
65% of people are estimated to be visual learners according to the Social Science Research Network. No wonder businesses are using visual storytelling as a way to attract and retain consumers.
But why are we such visual creatures? You can thank your ancestors from 200,000 years ago. Survival was their primary driving motivation, and if you’re hunting for food, or escaping from a bear, you want to be able to process visual information pretty quickly and effectively. “More than 50 percent of the cortex, the surface of the brain, is devoted to processing visual information,” says David Williams, a William G. Allyn Professor of Medical Optics.
Couple this with the fact that our attention spans are dwindling. The average attention span for Millennials was estimated to be 13 seconds. For Gen Zers it’s 8 seconds. That’s a short amount of time in which to capture someone’s imagination.
Visuals communicate information faster
With so much information to compete with, communicating your message quickly and effectively is crucial.
So how can you use images to more effectively engage with customers?
It comes down to one thing: Emotion.
Think of all the really vivid moments in your life: from your first kiss to the birth of your child, to the death of a beloved relative, they all have one central thing in common, emotion. You won’t remember doing errands at the grocery store, but you might remember if you lost your wallet.
“It is broadly believed that emotions are the basis for 80 percent of the decisions a person makes in a day; yet—beyond marketing— very few organizations sufficiently and intentionally act upon how and when emotions impact customers’ connection and loyalty to a brand,” according to a report by Deloitte. Emotion increases engagement and “emotional connections drive brand loyalty.”
When we share a video or photo, we’re also sharing an emotional response.
“Understand the emotional appeal and key drivers behind the discovery, viewing, sharing, and creation of online video, photography, and visual content….when we share a video or an image, we’re not just sharing the object, but we’re sharing in the emotional response it creates.” Abigail Posner, Google
Why images matter - Let’s look at the stats
In just one day, 720,000 hours of new video content are uploaded to YouTube, 4.2 billion photos are liked on Instagram and 350 million photos are uploaded to Facebook. We are living in a visual age and it’s important for brands to make the most of that opportunity. According to Hootsuite, “200 million Instagram users visit at least one business profile daily and 62% of people say they have become more interested in a brand or product after seeing it in Stories”.
Tweets featuring images get on average 150% more retweets, 89% more favorites, and 18% more engagement.
In a study of over one million articles, Buzzsumo found that articles with an image once every 75-100 words received double the number of shares.
So how can you develop an effective visual strategy?
“An effective visual strategy ensures that every piece of collateral accurately conveys your message, properly embodies your brand, and effectively connects with your audience.” Josh Miles, President & Chief Creative Officer at Killer Visual Strategies. Consistency is key. To create brand recognition, your visuals need to be consistent and in line with your overall brand message.
To establish a recognizable visual identity, it’s important to clearly define:
Color palette
Choice of fonts
Style of illustration
Style of infographics
Images
These should reflect your brand’s overall character, message, identity, and values.
Erin McCoy, Director of Content Marketing and Public Relations at Killer Visual Strategies says, “Marketers and brand leaders agree: if their brand were always presented in a consistent way, they estimate that revenue would increase by as much as 33 percent — a stunning figure. In the same 2019 report from template platform Lucidpress, 24.5 percent of those surveyed agreed that “inconsistent branding creates confusion in the market,” with another 18.6 percent saying it hurts a company’s credibility or reputation.
The right visual strategy ensures you’ll never produce a piece of visual content that improperly portrays your brand or message. Instead, every campaign you launch will be strategically positioned to achieve your particular goals.”
If you liked this article, you may enjoy the Top Five Strategies to Engage Gen Z Customers.
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