We are visual beings. We love colours, design, movement. We are attracted to details and diversity. That is one of the reasons why companies tend to have their own recognizable visual identity. Brands are searching for advertisements which will effectively convey the message, but also pick the interest of the audience. Studies show that people remember 10% of what they hear, 20% of what they read and 80% of what they see and do.
Today, in a world where there is a surplus of information and everyone is used to fast solutions, reading long paragraphs, is far from the ideal. It is, therefore, important to pass as many relevant information as possible in short time. How? You’ve probably heard the famous saying “A picture speaks thousand words”. It can be related to the phrase “One look is worth a thousand words.” When we look at a picture, a large part of our brain immediately dedicates itself to visual processing. We make decisions, find answers, and interpret meanings based on individual experience. Visual information attracts us and provokes emotional responses. Our love for images lies in our cognition and ability to pay attention. When you opened our blog, you probably first looked at the picture next to the headlines, and only then the words. Of course, it is also important to use the right picture. If the pictures do not authentically represent the news and issues which are communicated, we risk a misinterpretation of the message. As communicators, we must also consider the very composition, angle, colour, and tone of the picture, as each monument part of it adds strength to our messages.
We use images on social media to attract the attention of as many people as possible, as well as potential new clients. Then, pictures that are published can retain interest of already acquired audiences, and pictures should vary more to have a greater impact and intrigue more people. A post on social media accompanied by a picture is 10 times more likely to get an engagement. Pictures will also help your followers remember your message and the story that was told. Consistency in posting pictures on social media allows a company to build the identity. Thus, a certain brand will be recognizable in the sea of others.
Pictures can be used to “tell” many stories, and they can be the story itself. For anyone involved in public relations and communications, it is very important to dedicate time to effective storytelling. Successful storytelling depends not only on the words that are spoken and/or written but also on the pictures that can tell even a few stories at once. Our brain processes images much faster than text, so images are an ideal tool for digital storytelling. Picture is used as a storytelling tool if there is medium. One picture that tries to capture the essence of a written story by sharing the same message can become one of the best ways to effectively share news to many people. In its extended form, a series of visual representations can tell an even bigger story, without omitting details.
Pictures can also be used so that a company can tell its own story about what it does, and to give clients an idea of what it stands for, what goals it wants to reach and what it does. The most important thing, though, is that no matter which topic is discussed, your story must make clients interested. When it comes to good storytelling, some vital aspects have an interesting background, a relative character, and a meaningful setting. Different styles of pictures use these different aspects of storytelling to tell a compelling story.
Clearly, we can use photographs and pictures to effectively convey messages to clients and share our opinions on current topics, but it is important to be aware of the good and bad that comes with using images in the media and on social media. The choice of pictures for digital and printed communication is no different. Knowing everything that visuals can contribute to a post, blog and / or article is very important and that is why we at Rent a PR Consulting dedicate ourselves to creating and finding authentic and interesting visuals for our clients.
Finally, if you want your potential clients to remember what you are saying, you need to know how to create and use the power of visual content.