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Science behind Visual Content

science of visual content in marketing

Last Updated: December 3, 2021

Before we start, here are a few facts for you (backed by science and market research, naturally):

  • 30% of collective internet usage is currently dedicated to social media use and interaction
  • 65% of all humans are visual learners
  • Everyone loves memes

Ok, that last point may not be as relevant as the other two, so we’ll get to that later, but the fact remains that with statistics like that, it’s hard to ignore just how essential visual content is to marketing your brand online.

You must have experienced this for yourself numerous times. While a lot of people simply can’t be bothered to read a lengthy article, they are more than happy to open a photo (or series of photos), GIF, video, or the like. Even infographics can be pretty attention-grabbing in their own right.

Which leads us to the question: How can you use visual content to improve your branding online? Like anything else, there are some rules to this, though we prefer to call them tricks of the trade.

1) Write Less, Visualize More

Instead of a lengthy paragraph, why not shorten it to a few lines on an image? Similarly, graphs and pie charts are much more effective than long descriptions and statistics. Keep it short and concise – less content for a wider reach.

2) How Often Should I Post?

Hardly anyone enjoys being overwhelmed by updates, even if there are from a popular person or brand. Post consistently, but not overtly. Make a schedule and post updates accordingly. It appeals to our human need for routine – even if only subconsciously.

3) Put the Fun in Funny

Everyone enjoys a play on words, a reference to pop culture or (you guessed it) memes. There is a reason why entertaining content is continually going viral. People love a momentary distraction or a bit of a laugh. That being said, using humor excessively or unnecessarily will not gain you any favors; so use it wisely, but use it.

4) Consistency in Color and Font

This is essential for brand recall. People need to be able to associate that particular font and color with your brand in order for it to be effective. Choose a font that works well for you, ditto for the colors, and stick to it.

5) Optimize as per the Platform

Every platform of social media these days has its own specifications for image dimensions. Make sure your image is the right size for that platform for maximum impact.

6) Appeal to the Human in Me

If Facebook has taught us anything, it’s that we love the human touch and getting involved. Post wishes on festivals, share condolences when there has been a disaster, share photos of the company annual day. Humanize your brand.

7) Make the Grid Work for You

When it comes to breakdown of information, you can’t beat the grid. They are masters of order and proportion and, scientifically, they just work.

Did you know that our brain can process images much faster than any other type of content? And more than 90% of the information is received in visual format in our brains!

It does make sense to include a visual content strategy in your marketing efforts. The attention span of a modern day user is getting less and less. People usually “Scan” a webpage, be it on desktop or mobile. And it’s the visual information that can make an impact on their mind.

Understanding your target audience will not only help you create content that would be of interest to them but it will also be helpful in making your brand stand out. If you are unsure as to how this can be implemented in your digital marketing strategy, let us know and we would definitely help you understand the same!

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