The saying, “A picture is worth one thousand words,” may be a cliché, but it’s never been more true than it is today, at least in communications. Thanks to social media, audiences are consuming more branded messaging today than ever before. Advertising and PR spaces are crowded, and finding a path for success for your client’s or brand’s story is complicated.
Creating visually appealing content is vital for brands that want to stand out. When creating a communications campaign, adding equal weight to both the content and design of your work is crucial. Here are three reasons to make this a top priority:
1. Compelling visuals stop your audience in its tracks
It’s likely that your audience spends a majority of its time on social media. If you want to reach them there, you’ll need to adapt to the speed of their social media feeds. According to Adobe’s Social Intelligence Report, image-based Facebook posts result in up to 650 percent higher engagement than a text post. A visually arresting image can stop the fastest on-screen scroll. Investing time in visual design can turn what was once a missed opportunity into engagement with a new member of your audience.
2. They tell stories across cultures
You already know about the power of emotional storytelling when it comes to video, but the same principles can apply to visual design. The effect? Emotional designs that not only appeal to your audience on a personal level, but also have the power to tell stories across cultures. One example won PR Daily’s 2016 Visual & Infographics Design of the Year Award: The Nuisance Committee, a political action committee dedicated to opposing the ideas of Donald Trump, created a series of designs used online and on billboards during the 2016 presidential election. Even the versions without copy are extremely powerful, telling a story that’s easily understood around the world. You can check them out here.
3. They’re shareable brand experiences
When consumers have a good—or bad—experience with a brand, often they feel compelled to share it. Creating compelling visuals that resonate with audiences is like creating a “minibrand” experience people can store on their phone, computer or while out in the world. The best part is that on social media all those experiences are shareable. Heartfelt, emotional visuals can bring people together. Remember that when you’re creating something you hope your audiences will share.
Do you think your visual design work is ahead of the rest? Let us take a look. Enter PR Daily’s 2017 Video & Visual Awards in more than 40 categories.
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