We all know that visual communication plays an important role in your brand. However, there are also times when you probably felt visual disillusion towards a product, brand or service. You were likely mesmerized by a pretty graphic only to find out the content behind it doesn’t make sense to you. Or, you get the total opposite… that graphic you see, leaves you so confused.
There is no power in just making things pretty
You see, sometimes visual communication can fall short when we focus too much on making things pretty. Pretty flowers. Crisp graphics. Clean type. And you are set, right? You see, while the human brain connects to visuals first, we simply can’t just make things “look pretty” without substance. Think of it as beauty but no brains. In today’s market, the no brains part is a deal breaker. Imagine a brand, product or service without brains? When visual communication is done strategically, you don’t end up confusing your audience.
Take the image above. It’s got clean graphics, legible type, bold colors… and a random fish. While we can say the graphic had strong elements, the fish completely takes the cake and took your focus away from the content. A simple random little image or graphic element can cause big confusion. So when it comes to your visual communication, we just can’t focus on the pretty and call it a day!
You may be wondering, “how do I know if my visual communication is falling short? To help you out, we’ve compiled a list of ten things you should ask yourself before your hit publish, share or send.
BEFORE you share any content ask yourself:
- Do my visuals support my copy?
- If this graphic or advertisement had no text, would my content still make sense?
- Do the visuals support my brands personality?
- In 2 seconds or less, will these graphics capture the attention of my audience?
- Are my fonts easy to read?
- Are my social media graphics using heaps of text, or do they have less (but effective) copy?
- Have I considered the meaning behind the graphics I used?
- Is the placement of my content structured? Or does it feel random?
- Am I using visuals that are consistent with my WHOLE brand?
- Will my visuals resonate with my audience?
To further inspire you, we’ve included an infographic with some insight to think about. If you still weren’t sure about how beneficial visual communication can be, we hope this helps you change your mind.