Optimize Your Marketing through Visual Communication
As a highly dynamic industry, advertising is always evolving and expanding. To deliver a message effectively, it is a brand’s responsibility to keep up with the continuous evolution of communication platforms and methods. Advertisers should always strive to follow the latest trends, monitor consumer behavior, as well as examine a campaign’s success. In today’s fast-paced world where everything is ran digitally, the key to an optimized marketing campaign strategy is visual communication.
The 21st Century consumers are visual in nature. This explains the growth of visual aids to accompany text, whether these are images, animated GIFs, or videos. According to Techsmith Blog, a study conducted by Adobe proves that social media posts that include images generate 650% higher engagement than plain text. In addition, the time spend per day watching videos by US consumers grew from an average of 39 seconds a day in 2011 to an average of almost two minutes in 2015.
So, to what extent does visual communication really impact marketing and advertising?
- Visuals are Instant
The impact of a visual material engulfs the consumer faster than reading this one little sentence. Since visuals can be process by the brain much faster than it comprehends text, this communication method is preferred by the audience. Moreover, the rich experience provided by visuals grabs and keeps the audience’s attention.
- Visuals Provide Clear Message
“Baked snow crab lightly kissed with Chef’s signature sauce wrapped with rice in soy paper… One taste will leave you wanting more.”
This menu description from a well-known restaurant sounds good, but customers complained about its insinuated imagery through online reviews. Relying on text alone makes a consumer’s imagination work harder and run wild. Visuals provide a clear and unified message in your advertisement. This avoids unnecessary disappointment and vague interpretations.
- Visuals Lead to Better Information Consumption
Because images are directly stored in the brain’s long-term memory, the presence of visuals helps audience retain information. Studies have shown that merely 10-20% of text or spoken word is remembered after two weeks, compared to the 50% of the visual content retained.
A smart and powerful advertising campaign strategy should always include impactful visual communication. While complex animations and infographics are always fun and interesting, these are not always necessary. Simple usage of images and short videos can deliver the perfect message if done creatively.
Lee Marketing & Advertising Group, INC can help you conceptualize and execute visual campaigns for your brand.
Like Lee Marketing & Advertising, Group on Facebook!