Why visual communication actually works
In recent years content creators realized that using visual communication is a much more efficient way to get your point across. There are actually a few reasons why visual communication is crucial in order to effectively deliver a meaningful message.
Firstly, visual communication conveys messages faster than written text.
We can interpret a visual scene in less than 1/10 of a second. Studies show that our brain processes visuals 60,000 times faster than text. Delivering your message quickly is a huge benefit for obvious reasons.
Images mixed with videos transmit a richer experience than text-heavy content alone. In the media world it is hard to acquire the reader’s attention, and even harder to retain it. That’s why readers often prefer to scan content rather than reading word for word. Keeping your content filled with visual material is a sure way to convey your message in a shorter period of time.
Secondly, visual communication guarantees that a clear, concise message is delivered.
When reading for pleasure, letting your creative mind wander and your imagination roam, is often what you actually want. This is part of the reading literature experience.
In the business zone the opposite idea is true. Here it’s important that all the readers are interpreting a similar meaning, or risk a result of wasted time and confusion. When you are sending a message for a professional purpose you should have in mind that less room for interpretation is what you want. Images, or short, simple videos might be the right thing to do in order to make certain that everyone involved is on the same page.
Next, one should understand that an important part of delivering a consistent experience with visuals is branding.
In addition to a logo, many organizations have defined brand colors that should be in all their marketing endeavours. All visual elements (logos, colors, fonts, graphics, icons, imagery) involved in branding, paired with the tone and voice of your company, make your brand recognizable. Notoriety and brand awareness is often acquired by making sure that everyone is using the same defined brand elements, including consistent images.
Another reason for using visual communication is that it results in better retention of the information.
Scientists have found that using visuals help audience remember the information more effectively. Images are stored into the long-term memory, whereas words only stay in short-term memory. Only 10-20% of text (spoken or written) is recalled after 2 weeks, whereas visual information rises at 50%. That’s why retention of content is always something to aim for.
Using visual communication is crucial to your strategic communication plan. Inspire your clients, create beautiful spaces, and show that no matter the preferences you have the right option.
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