If you’ve heard the term visual communication, but are still not 100% sure what it is or how it relates to marketing, keep reading.
Using the power of visuals to convey a strong emotional message has been in use for centuries. Marketing is just one of many industries to capitalize on the persuasive power of visual communication.
Millions of years of evolution have wired our brains to transmit and receive messages through visual representations. Without having to resort to verbal communication! Visuals are processed 60K faster than text (meaning a visual is worth 60,000 words).
Our highly complex visual system allows us to recognize and interpret objects around us. We are able to conceptualize elaborate stories on the basis of visual cues alone.
We use this ability to transform abstract imagery into highly detailed narratives in many different areas of our lives. Incidentally, it is extremely effective in marketing and advertising. The power of visual storytelling aids in building a strong brand identity and creating a rewarding brand experience for customers.
A Short History of Visual Communication
Even before the emergence of language, our early ancestors used visual representations to communicate. Gestural communication most likely preceded the development of oral communication. Early humans were able to use visual cues to relay and receive messages.
Our tendency to communicate by using visual signs is part of our genetic heritage, and has not diminished over the centuries. The emergence of literacy has developed our cognitive abilities. However, visual communication has remained one of the most important means of representing emotional content.
As an academic discipline, visual communication has been studied mainly in the domain of social sciences. More specifically, within the theoretical scope of mass communication and media studies. The theoretical framework of visual communication extends over a wide area of disciplines, from art history and film studies, to pop culture and advertising.
In the second half of the 20th century, the advertising industry started to see a huge window of opportunity in visual communication for creating a winning brand image. It also recognized the opportunity to make a personal connection with the target audience. Today, visual communication is an irreplaceable tool for developing an effective marketing strategy. Video in particular has become a blue-ribbon format for running a successful marketing campaign.
Visual Communication in Brand Storytelling
When you are creating a strong brand identity that resonates with customers, you are basing it on the effectiveness of the story behind it. To tell your brand story in a way that will draw the audience in, you need a format that is fast, efficient and personable. This is where video enters the spotlight. Video marketing is a go-to strategy of every major customer-oriented business out there, and we often describe it as the future of content marketing.
Our working memories have a limited capacity. The best way to tell a memorable story is to highlight the main points and present them in a visually stimulating way. The human brain processes images much faster than words. This means that you can save a significant amount of time if you opt for videos instead of text to tell your brand story. Why? Because videos are incredibly effective at improving information retention.
Visual communication is better at provoking an emotional response in the audience than text alone. This is because text demands a more concentrated effort on the part of the reader. Since videos are designed to stimulate different senses in the viewer, they effectively encourage audience participation. In the long run, this results in higher conversion rates.
What do you think makes visual communication so effective in brand storytelling? We can’t wait to read your comments in the section below!