The power of visual communication
5 practices to engage & inspire
Throughout human history, people have relied on pictures to tell stories, share ideas, and remember important moments.
Design plays a transformative role for businesses, but so do visuals. They are crucial to connect with the customers on a deep emotional level. It allows companies to express their values, goals, and mission in a way that truly speaks to clients, building strong loyalty and support.
But what makes stories work? In this article, I’ll share some tips and methods I use in visual communication.
What is visual communication, and why does it matter?
Visual communication means telling stories through design. It’s about creating visuals that convey a message.
Whether it’s a photo, a painting, or a snapshot from a movie, images have the incredible power to kickstart storytelling. They help us discover new ideas, share our own stories, and connect with others in a meaningful way.
Here are a few examples of storytelling techniques:
Why visual communication is crucial
Is visual communication really necessary? No, it’s not always a must.
Word of mouth can work wonders, and a simple note on your business’s door might suffice to build a loyal following. But luck or an exceptionally unique product is needed. Otherwise, you risk getting lost in the crowded market.
Visual communication matters because it:
- Grabs attention
- Conveys messages
- Builds brand identity
- Creates emotional connections
- Boosts engagement
What is more:
- Our brains process images 6x faster than text.
- Visual content influences 95% of B2B decisions.
- Infographics make presentations 43% more persuasive.
- Articles with images get twice as many social media shares.
Importance of visual communication in business
According to Deloitte, approximately 80% of customer decisions are influenced by emotions. While customers also consider price, benefits, and convenience when engaging with brands, it’s the emotional connection that truly turns them into loyal supporters.
Visual communication addresses both rational aspects (like pricing and quality) and emotional needs (like trust and safety). By showcasing how their values align with their business practices, brands can have a deeper connection with their audience.
In essence, visual storytelling can help businesses and brands stand out, leaving a memorable and emotional impact on their audience.
5 visual communication practices
1. Think about the context and communication format
Here are 2 examples to show why it is so important:
- Different situations need different messaging. If you’re trying to target young people in a marketing campaign, your visuals should be appealing to them. But if you’re in a business meeting, your visuals should be more formal.
- The way you communicate can make a big difference. If you’re putting up a billboard, it has to be easy to understand because people only have a few seconds to get the message. If it’s messy or confusing, people might not get its idea.
So, whenever you’re not sure why you’re using a certain style or who you’re trying to reach, it’s a good idea to take a step back and think it through. Maybe there’s a better way to get your message across that fits the situation and the audience you’re targeting.
2. Convey personal stories
Visual communication does more than highlight a product’s benefits; it humanizes the brand by sharing real customer experiences.
In the past, businesses stuck to neutral marketing campaigns, but now they’re expected to show their human side, involve real people, share experiences and emotional stories. And it applies to B2B campaigns as well. Case studies, client testimonials, and success stories help companies build trust with potential clients.
That’s why visual communication teams often look for success stories and client case studies to make their message more human and reach different audience segments.
3. Shorten and simplify
Creating visual content means using every second wisely, showing respect for the time of others. A simple and impactful message is more memorable than a long, complex one.
On average, it takes just seconds for potential customers to decide if they want to explore a company further based on its visual communication. If a video is too long or its message is unclear, it won’t drive action.
A MAGNA study found that smartphone users typically give digital ads on platforms like YouTube and Facebook about 10 seconds before moving on. So, for high view rates and clicks on all devices, ads need to grab viewers’ attention in those first 10 seconds.
But remember, it’s essential to consider context and format. If it’s a technical video for experts, it’s okay for it to be longer to provide all the necessary information.
4. Demonstrate instead of explaining
Think about iconic movie scenes or video ads, and you’ll notice that they often don’t rely on words. Yet, we remember the emotions, plot, and atmosphere through expressions, music, visuals, and more. That’s why “show, don’t tell” is the golden rule of visual storytelling.
Just like movie buffs, viewers of video marketing want to see and experience the message, not just read about it. They want to be convinced and engaged, and words alone won’t do that.
There’s also a practical side: many people prefer video ads with the sound off. Videos without audio still get more conversions, website visits, and interactions. People like what they see, not what they’re told. So, think about how to show your message visually, using tools and insights from a visual communication team to create a compelling story.
5. Add video and animation
Using videos and animations for storytelling is often more effective than static content because they can convey a broader range of emotions and experiences that are challenging to express with still images.
HubSpot found that 66% of customers prefer learning about brands through videos. Additionally, many viewers find videos relaxing (32%) or entertaining (26%), making video a versatile tool that meets both rational and emotional needs.
As a result, it’s no surprise that about 86% of businesses have incorporated video content into their marketing strategies, with 33% favoring animated ads over live-action ones.
In the world of visual communication, whether it’s a small social media post or an elaborate live-action ad, the mission of a visual communication team is always the same: to narrate an emotion-driven story that not only captures the brand’s identity but also makes people feel or react in a significant way.
