Have you ever dreamt in words? No, it’s because we think and dream in visuals. A single picture is worth a thousand words. Visuals have a greater impact on our thinking and they just stick in our minds. So, when it comes to capturing the attention of the audiences, having an integrated marketing communication process that is designed with quality visuals is not less than any magic wand.
Today, it’s easy for information to get lost or ignored if it’s not in a digestible format. Integrating visual content can boost how much the audience absorbs and remembers. Studies show that our brains not only process visuals faster, but they retain and transmit much more information when it’s delivered visually. In simple words, visuals or imageries or anything that can be seen will have a better impact on a human brain and will deliver the idea more effectively. In today’s era when low listening capacity and short attention spans are becoming common in the audience, lengthy explanations are less effective turning the valuable information into a piece of boredom. The catch here is to please the eyes first and then find the way to the brain through eyes. So, don’t tell them, show them.
For brands today, delivering a message is not the only necessity in marketing but what the necessity is to make sure that the message that has been conveyed to the audience is worth remembering and connecting with. Consider a hypothetical situation in which you are delivering a speech in French and audiences sitting to hear you understand only English, will this be a fruitful communication? Of course, it is not. Communicating does no good if it’s not retained by your audience. To make customers believe in something or to show your commitment to something it is very important you back it up with emotional and impactful visuals. This makes your communication with your customers more fruitful. So now, remembering the ads don’t only tell us that Bounty paper towels are absorbent; but they also show that wet towels.
Visuals also have the chance to go viral as it is easy for people to like, share and respond to graphic content. Creative Brand Communication is the need of today and visuals play a very important role in it. We all know a good meme says much more than words alone can, thus blending visuals with creativity gives awe-inspiring results for brands. Television advertisements blended with creativity engage people and they resist switching channels during advertisements. Ad campaigns like men will be men by Imperial Blue and Stand by tough moms by All Out are examples of such creative advertisements. In fact, such advertisements have a good chance to bring the storm on social media thus paving the way for effective social media marketing and allowing brands to kill two birds with a single stone.
Visuals can help you tell your brand or product story or explain new features and products in a better manner. Imagine an election campaign without the banner, hoardings, posters and pamphlets. Moreover imagine any Institution, Company, political party without a symbol. All this shows how human behavior is more inclined towards visuals. Therefore, if you can plant a positive picture in the mind of whomever you’re trying to persuade, you are that much closer to getting what you want. This surely underlines the power of visuals in marketing and this art is the need of every brand today.