The importance of visual communication

A picture really does paint a thousand words and with the rise of social media this has never been more prevalent. However the dominance of visuals in the marketplace is nothing new. It all comes down to the way our brains receive and transmit information. It’s a matter of speed.

When creating any communication for a client the components that go into each area of communication are as follows:

  • Logo
  • Typography
  • Imagery
  • Words
  • Whitespace

Creating the balance between imagery and text are crucial to successful communication.

Images, headlines, introduction copy, body text, highlighted items of text and captions all contribute to offering the reader a choice of how to extract the information from the page.

There is a tendency to get as much text on a page as possible and this is often something the majority of readers dislike. People tend to like to extract information as quickly and effectively as possible from items such as company monthly newsletter emailers, in–house magazines, websites or brochures and a dense block of text makes this difficult.

Thinking about the content of an image is especially important, it has to be relevant to the subject and if not it should not be there. A lot of content is viewed on mobile devices and therefore requires well thought through images that work with succinct text.

Even in the case of a critical report, which is dense with text, it is important to create pace within the document, highlighting key statistics and pulling out elements of text to make the information memorable through visual graphics.

Research has shown that the human brain can remember thousands of images with a surprising level of detail. However, not all images are equally memorable. Images with people in them are the most memorable, followed by images with a strong clear focal point such as the produce aisle of a grocery store or close-ups of objects. Least memorable images are natural landscapes, unless they have an unusual feature in them.

If you want to discuss how we can help you with graphic design please give us a call and we can have a chat, we’ll get the kettle on!

 

 

Sources:

Business Guide to Visual Communication by Visage
http://www.teamlewis.com/us/insights/visual-communications
Building the Visual Case by Lewis PR
Hubspot – Visual Content Marketing Strategy
http://research.ijcaonline.org/volume34/number1/pxc3875722.pdf

 

 

Posted by: Kylie Elson

Date: 2 November 2018

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