Did you know that we only say about 7% of what we actually mean through spoken word? Believe it or not, 93% of our communication takes place in a visual form. This could be a photograph, a video, an illustration, a sign, a graph, a billboard, or half a dozen other mediums.
The point is, visual communication is a very real (and prominent) phenomenon.
If you've ever heard that a picture is worth a thousand words, you're probably familiar with this concept. From a business point of view, customers are more welcoming to marketing strategies that don't feel difficult to comprehend. Their attention is automatically directed to the best visual components offered, rather than the longest paragraphs. Visual communication is, in this way, more valuable than text.
It's also more memorable. Humans process information based on what they see, not on what they read or hear. We remember only about 20% of what we read and 10% of what we hear. But we remember a whopping 80% of what we see and do.
So, what does this information have to do with you?
Well, in order to understand that, we need to talk about something called "brand".
Your brand is what your customers and potential customers say about your business when you're not there. It's what you represent in the minds of others. Every move you make, every corporate decision you hand down, every scripted phone call you authorize, and every marketing campaign you begin reflects on your brand.
We like to say that branding is made up of interior changes that have exterior effects. The more thought and care you put into your company, the more respect and potential you'll get out of it. It's more than a marketing campaign. It's an idea. You aren't trying to make more sales. You're trying to sell an image. The goal is to be considered remarkable by consumers. You want them to notice you, and to remember you.
Visual communication can directly help with that goal. And, if you aren't convinced yet, we'll tell you why.
1.) Visuals show, instead of tell
Rather than being blunt about your brand and what you want customers to think of your business through text, visual components represent ideas that can be interpreted in many different ways. Allowing your potential customers to think for themselves, instead of beating them over the head with a concept, makes you more likeable and more interesting. It actually gives you more variety by being subtle.
2.) Visuals are interesting and engaging
While text can be boring and one-sided, visual components can catch the eye of your viewers. Seeing a colorful sheet of statistics, an interesting video, or an interactive post can make readers stop and pay attention. This is a very difficult feat to accomplish in today's world, where websites are lucky to get three seconds to make an impression before consumers leave for something else. Grab their focus, and you can tell them anything.
3.) Visuals can be colorful and fun
This goes hand-in-hand with being engaging. Your customers didn't stop hating textbooks the day they graduated from high school. Most adults aren't too keen on reading for fun. But visual incorporations can be humorous, exciting, eye-pleasing, and even shocking. If done correctly, visual components can share your brand while encoding the association between your business and pleasure in the viewer's mind. And isn't that the biggest goal?
4.) Visuals are often remembered
As we said before, visual components are much more likely to be remembered than textual components. We respond to what we can see, rather than what we have to read to understand. In this way, you can share your brand and ensure that it isn't forgotten by the next day, or even the next week.
Visual communication can be a lasting link that keeps your brand in the minds of potential customers for days, months, and even years. By utilizing photographs, illustrations, videos, signs, and colorful visual components, you can more than double the awareness of your brand and you can have fun in the process.