Marketeers today understand that text alone just is not good enough anymore. Visual marketing is increasingly becoming a more and more important part of how marketing departments interact with their public, as well as how the public interacts with itself.
Visuals are the first thing to jump out at you when you first see marketing and promotional materials, as well as the last thing to leave your mind afterwards. The following list of pointers highlight the best ways of employing visual content in marketing campaigns.
1. The Digital Age
Living, as we do, surrounded by the digital, has had a significant impact on how we think and on our expectations from society. Almost everything can now be done faster, better, and more efficiently online. Meanwhile, print media is rapidly disappearing completely as users instead turn to their electornic devices for news. As a result, using high quality visual content is becoming cheaper and thus more popular. The visual quality of advertising materials itself has also increased as better quality cameras have become more widespread both professionally and among consumers.
2. Social Media
Social media has played a huge role in elevating the importance of visuals as visual-centric social media platforms like Facebook, Instagram, and Pinterest have exponentially increased in popularity. Videos get far more positive feedback (and “likes” and “retweets”) than text posts, and tend to go “viral” at a higher frequency.
3. Smartphone Technology
Of the 7 billion people that walk this earth, one in five owns some type of smartphone. That’s 1.5 billion global smartphone users. Access to the internet is now a global right, as opposed to a privilege. However, because of such a mass of content, visuals have become even more important, as people have more access to them. The average smart phone user checks their phone 110 times a day, and it is the photos and images that catch readers’ attention - and their attention span is famously short.
4. Visuals Speak A Universal Language
Industry lingo is renowned for being as exclusive as an actual language barrier. Thus, aside from being nice to look at, visuals can also help overcome lingustic difficulties. For example, describing your vision is not an issue when you’re communicating it to your colleagues, yet trying to impart it onto the general public is a whole different ballpark. Visualizing an idea can bridge the gap between a technical concept, and a tangible marketing tool.
Much like a person’s sense of individuality, a company’s image is heavily reliant on their visual representation. How you present your company to the industry (and the world!) is influenced by your logo, your branding, your marketing collateral. You can make the most of your visual identity by incorporating target group-specific visuals in your campaigns. Promotional items such as keychains, pens, sunglasses, and mugs are a great way to bring your brand across to your target audience.
Research has shown that 70-90% of the entire communication spectrum is nonverbal. Whether it is in the form of facial expressions, gestures, or our actions, humans are visual creatures. Our brains are built for excelling in memorizing colours, images, and visuals in general. Unlike with text, we recognize and process visuals immediatly and don’t need to subconsciouly decode it before our brain processes it. Thus, visuals are more rapidly transmitted by our brains and get the message across quicker.
In spite of its importance, metadata is an important aspect of working with visual assets. Images can be tagged and integrated into your SEO as image search gains more and more traction in the industry. Make sure your company’s name or a link to your website is attached to every image that is yours or contains your product or name. People will click on an image they like and the description they see afterwards is your cue.
To learn more about just how Bynder can help your company maintain its visual identity, check out our Brand Identity Guidelines module.