When it comes to marketing, many are tempted to crown the written word as king of communication. But for increased effectiveness, shifting that focus to a “show-me, don’t-tell-me” approach is wise. That’s because visual marketing communication conveys a message far more quickly (60,000x faster than text by some estimates). In one MIT study, neuroscientists found that the brain can identify images seen for as little as 13 milliseconds. By contrast, the written word has to go through multiple “filters” to be interpreted by the brain. Humans are wired to respond to visual marketing, like infographics, animated PowerPoints, and well-designed websites.
So, how can you incorporate visual communications into your brand’s marketing? Let’s take a closer look.
How to Get the Most Out of Visual Marketing Communications
- Define Your Brand’s Visual Persona
One aspect many brands lack is a visual persona. Beautiful, powerful, effective visual marketing communications are only as effective as their ability to imbue your audience with a lasting impression of your brand.
Successful visual marketing leads to a longer retention of images, colors, fonts, and graphics associated with your brand. For example, if you see an ad for Coca-Cola, their iconic red, trademark font, and elements of Americana immediately alight an area of your brain that recognizes the brand. Coca-Cola’s visual marketing communications work because they all connect to the central visual persona of the brand. People feel as if they “know” Coca-Cola, and established trust in the company leads to more effective advertising.
When it comes to creating your company’s brand persona, you will want to choose colors, fonts, themes, and other visual elements that reinforce your company’s identity. Using a design consultant can help you streamline your brand’s visual persona and ensure that it reflects the message your company wants to project.
- Define Your Visual Marketing Communication Objectives
What do you hope to accomplish with your marketing? Your visual marketing communication objectives define your company’s long-term goals. This allows you to better strategize what forms your marketing media take and measure the effectiveness of your efforts.
Some common objectives include:
- Increase brand awareness
- Establish brand recognition
- Encourage purchases
- Promote trial usage
- Define brand position and differentiation
- Integrate Visual Elements Throughout Your Marketing
The potential of visual marketing is infinite. We are surrounded by visual stimuli no matter where we are. Even with our eyes closed, the brain conjures images.
In the words of Andre Palko, visual marketing “is the use of anything that appeals to the eye, in support of selling a product, service, or experience [this] includes the use of color and design in any media, whether in person, in print, online, or in the product itself.”
The boundless presence of visual communication leads to infinite marketing potential. If you’re not capitalizing on this potential, you’re missing branding opportunities. Visual branding should permeate your:
- Website
- Animated PowerPoint presentations
- Print collateral
- Videos
- Packaging
- Digital communications
- Offices
- Store signage
- Use Visual Communication to Make Your Brand Approachable
One of the biggest advantages of visual communication is its ability to simplify complex concepts.
Text + Visuals = 89% better comprehension
With data visualization, you can create more compelling pitches and add depth to your brand storytelling. With infographics, you can captivate your audience and provide valuable information. With PowerPoint animations, you can retain your audience’s attention seamlessly.
- Measure, Track, and Analyze Your Results
Numbers matter. Without measuring and tracking your results, future marketing efforts can be like shooting in the dark. When you analyze the effectiveness of your marketing campaigns and rebranding, you’re able to better understand your target audience and what visual formats work best.
Get Visual with Better Visual Marketing Communications
With strategic visual marketing, your business can achieve and surpass its goals in record time. Unsure of how to make the biggest visual impact? Eliminate the guesswork and use an expert visual marketing communications consultant. CGK Design Group provides you with the best value for your time and budget. Contact us today to discuss how we can propel your company through compelling visual marketing.