Why are visuals such an important part of digital marketing? To answer that, I’d like to draw your attention to this infographic, which sums it up quite nicely.
“Due to the overload of data with the internet, the understanding of information is no longer accomplished through words alone but through the facilitation of visuals.”
In other words, there’s just too much copy online and people don’t have time to read it all. They skim at best – reading headlines, bullet points, and whatever else they can absorb in the blink of an eye – and they look at pictures. We can no longer think of pictures merely as an ornament to our messaging; instead, imagery must serve as our primary, most important messaging vehicle.
As a point of historical accuracy, we should point out that this is actually nothing new. Literacy has not always been universal; when we look at the architecture of the medieval church, we see stained glass windows, statuary and other images used to convey the lessons people were unable to read for themselves. People know how to discern meaning from imagery; there’s a reason children are taught to read picture books before letters and words make an appearance on the page.
Throughout history, images have been used to educate, inform, inspire and empower. People are four times more likely to remember content that is presented to them visually. That’s because we are hard-wired to retain visual content in our long-term memories, while material presented in text format is stored in short-term memory.
Think about this when you’re collecting and creating images to be used to market your business, either via your website or through social media. What do you want your customers to remember most about your brand? That concept should play a central role in the imagery you’re sharing. Consistent, strategic repetition of these key ideas through photos, graphics, and other visual elements will help fix your brand’s identity and appeal in your customer’s mind, making it easier for them to choose you first when it comes time to do business.
If you need help creating, collecting, and strategically sharing compelling images through your digital platforms, give us a call. Our world-class team of creative designers and developers specializes in individualized, brand-building imagery that attracts attention, conveys meaning and builds customer relationships. It’s as simple as making a phone call!