A picture is worth 60,000 words - why visuals are so important

Kate O'Sullivan is MD of ADPR Kate O'Sullivan is MD of ADPR
Industry Database

The increased influence of digital and social media platforms in recent years means we now live in a world where communication is increasingly visual – think emojis, GIFs and video calling writes Kate O'Sullivan.

In fact, people process visuals 60,000 times faster than they process text and with our dwindling attention spans becoming more and more apparent, the way in which we digest information is changing.

Visuals are intrinsically linked with human emotions and numerous studies have shown that the use of images and even certain colours have a significant effect on people’s actions, thoughts and decisions.

This, combined with the fact that most people are visual learners and that colour visuals increase readership of a piece of content by 80%, it is unsurprising that visuals are now the most effective way of engaging and communicating with your audience.

Visual content

Images, graphs, charts, infographics and videos are just a few examples of visual content that you can create to really get people to sit up and take notice of your brand.

The media can’t cover every story that you send to them, but if you have some visual content to offer you will definitely improve your chances.

News releases are a great way of getting all the necessary information across, but imagine the impact a video or infographic would have on boosting your campaign and increasing its share-ability on your owned channels.

You’ve no doubt heard the phrase ‘a picture is worth a thousand words’, but it seems that we may have dramatically underestimated the impact of visual content in marketing communications.

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