Visual communication is crucial for brands that aim to establish trust-based relationships with a target audience. These insights may help your company build your visual content right and interact with consumers creatively.
Humankind is the incessant consumer. Our appetite is only rising. And it’s for the better. Please take me right, I mean informational consumerism. While materialistic mass consumerism still is an actual problem threatening this world’s sustainable future, there is also another aspect of this, and it’s positive. The increasing speed of informational consumerism means that the human is becoming capable of perceiving, processing and learning more knowledge. Many name it evolution.
The consumer mind evolves fast, striving for more value-based content, visuals created with extraordinary taste, originality and freshness in all brand manifestations. “Copy-writing” loses its meaning. We already have so many “copies” – in visual art, brand content and even among us, humans. The new consumer looks to experience something unusual, unrepeatable and valuable. “Copies” are taking a back seat. Digital marketing takes a new turn, being reborn as a new form of communication with customers.
In these conditions, visual communication acquires greater importance in the digital landscape. People love with eyes because the visual interacts directly with their desires, instincts and emotions. It’s much easier to reach out to human feelings through images and videos than any other content type.
- Photo by Tom Chen on Unsplash
Why Visual Communication Matters for Brand Reputation
Visual communication refers to messaging the customer through visual content, such as images, videos, animation, infographics, graphic design, etc. Today, it matters even more in digital marketing than before since it allows brands to satisfy the modern customer need for immersive online experiences. Let’s consider why brands should pay particular attention to shaping their visual communication style.
Visual content talks to human instincts and feelings
When we see a visually stunning advertisement with a powerful concept behind the image, our imagination makes us even feel the taste, smell or texture associated with the object. The visual aspect of messaging is important because it addresses the customer’s instincts and feelings. It sparks associations, memories and desires.
Some images may turn us back to forgotten values, remind us about refused plans and model the experiences that we can receive with the product. In other words, creative visual content triggers feelings and intuitive or passion-driven decisions. It encourages the dialogue between the brand and the customer.
We decode much more information when perceiving it visually
The human brain can decode and perceive much more information if it’s perceived visually. We may not realize why the brand attracts us and makes us want to return to it again and again. However, our subconsciousness might have made some conclusions about the product or the company based on the visual information. While logic may sometimes rest, subconsciousness is always awake and affecting our choices (including brand preferences and purchasing decisions).
We process and digest visual information faster
You might have already heard about the marketing power of animated videos. It’s a perfect example of how visual communication helps the customer understand the product essence or complicated business ideas within minutes or even seconds. Animation and explainer videos are a great way to communicate the brand message, introduce your business or explain how your product works creatively.
In a “tasty” video under 60 seconds in length, you can pack the information about the product value, functionality and even a brand story. It sounds unbelievable, but it’s possible and many brands successfully apply this marketing practice today. Also, illustrations, infographics, live-motion videos and other visual content forms can serve as excellent brand “communicators” and support your marketing message.
Powerful visuals make a lasting impression
We can recollect the information about the company faster if we have seen its visual representation. Naturally, visual content can shape sticky memories and build a stronger brand image in customers’ minds. It makes a lasting impression and helps the company stand out from the competition.
Visual content helps communicate the brand vibe
By saying “the brand vibe,” I mean the company’s mood, style, mission, values and story blended into one cocktail that makes you feel who the brand is rather than understanding it. Likely, there is nothing that can better communicate the brand vibe than creative graphics, video, illustrations, advertisements and other visuals.
Principles of Effective Visual Communication
After working with different brands on their marketing strategies, I have defined several principles of visual communication.
The value over speed
We have already seen so many “quickly created” visual content pieces that lacked quality and idea. Yes, the speed of content production and information flow is still critical in today’s fast-paced digital world. However, the content shouldn’t miss value to be able to meet modern consumer demands.
Clear messaging
If there are no words, it doesn’t mean there is no message. Make sure your message is clear for everyone in your target audience. When using visual metaphors in marketing and advertising, keep in mind that your consumers should be familiar with its context, have a background understanding of it. Otherwise, your message won’t achieve the desired goal and won’t make the expected effect. It may lead to misunderstandings between the brand and the audience. So, it’s advisable to incorporate only well-known concepts, jokes or stories into your visual content.
Space for imagination
The perfect balance is achieved when your message is clear but not too obvious. Leave enough space for the consumer imagination. Encourage creativity and thinking out of the box. Let customers co-create this story.
Constant reinvention and experimentation
Reinvent concepts, images and heroes. For example, you can give a new meaning to characters from cartoons and movies when using their images in your visual communication strategy. Also, you can use well-known symbols to emphasize your brand idea. However, beware not to breach someone’s business or cultural interests when doing so.
Addressing not all, but everyone
Your target audience is a community of individuals with specific interests, tastes and peculiarities. Emphasize the beauty of diversity, don’t generalize too much when messaging your consumers. Let them know that each of them matters to your brand, that you care about everyone and want to hear everyone.
Wrap Up
I was happy to share these several visual communication insights based on my experience co-creating digital marketing with different brands. I hope they inspired you to refresh and reimagine your digital strategy. Let your brand shine with innovation and build meaningful connections with people through powerful visual content.
Dana Kachan is the Author, Speaker, and Digital Marketing Consultant advising tech startups and businesses in the USA, Asia Pacific, and Europe. Content Manager at Fireart Studio, boutique design and software development company in Warsaw, Poland. Author of articles about customer experience, business and marketing on Yahoo Finance Singapore, ReadWrite,… View full profile ›
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