The amount of information we are influenced by on a daily basis is so immense it’s difficult to focus on less determine if it has value to you.
To mentally survive this vast amount of content being constantly streamed to us we’ve acclimated by effectivity filtering information by visual reference. As a culture we’ve grown so accustomed to filtering it’s now a normal day to day application of our subconscious.
The “words” are there but often we don’t comprehend them. We look past the words and directly to visual references. Once we’ve identified a visual reference we only then begin to allow the content around the visual reference to come into focus.
What has only taken a few decades for our subconscious to accomplish in visual filtering took centuries in evolution for us to accomplish in audio filtering. How often have you listened to the first few notes of a song and immediately known the title? But do you know the all the words?
Graphic branding is the most essential component in a marketing plan, it’s a cultural trigger in our buying habits. Images invoke a visual response getting past the subconscious and in turn creating an opportunity.
What are good practices in creating visual content?
- Simple images allow for quick “interest” qualification. If your image is too complex it might be filtered and perceived as junk. Complex images without context of the application are perceived by the unconscious as background noise.
- Keep the title short. Once a mind locks onto an image you only have a few seconds to bring the title into focus. Keep it short and to the point.
- Avoid charts, graphs and statistics. Too much information applies to graphics the same as it would to text content. If you must use info graphics be precise and provide solid references.
- Unusual is ok, interesting is good, shock value is a gamble. Try to keep your images in the middle.
- Tell the right story in your graphic. Pictures do say a lot, but they can also say the wrong thing. Posting a pictures of a kitten might get you some attention but if you’re selling Chinese food it might send the wrong message.
- Add animation. Nothing catches the eye faster than something moving in an image where we didn’t expect it. Don’t overwhelm your images with animation, all you need are simple triggers that catch the eye and enhance your story.
- Make it interactive. Invoke a call to action through your graphic branding campaigns by making them interactive. Click for more information, mouse over to get a different image, share this image with others.
- Limit text images. It’s fairly common to want to put titles and general content over your images. Too much text takes away from the point of the image and more importantly results in the subconscious blocking it out as an advisement.