MERCADEO Versión en español
Maximizing The Power Of Visual Communications Requires Careful Planning, Creative Thinking, And The Right Strategy
Manuela Walfenzao | 28 de septiembre de 2017
Se trata de ser atractivo para alguien y ser relevante en el nivel humano
The need to deliver the right message to the right audience explains why so many marketers rely heavily on visual communications, which has the big advantage that people process visual information 60,000 times faster than text, according to an article that Chris Warren posted at ANA’s website about how to sharpen your focus on visual communications. For Warren, maximizing the power of visual communications requires careful planning, creative thinking, and the right strategy. He mentioned an example where how the executive creative director at Chicago-based B-to-B agency gyro, Doug Kamp devised an ad about a cold and utilitarian product as drywall for his client USG. They developed an image of a drywall installer carrying an elephant through a worksite. According to Warren, the image quickly conveys that USG understands a basic challenge installers face. And no text is needed. For Reuben Webb, CCO at Stein IAS, which has been named Agency of the Year for five of the past seven years by the ANA’s Business Marketing Association “to try and out-image your competition you have to look for things that cut through the clutter because they are authentic.” Warren suggested five ways to tap the power of visual communications to deliver a unique and memorable marketing message: 1. Research first, Instead of starting by choosing or conceiving an image, infographic, or video, begin by crystallizing exactly what the company wants the visual to accomplish; 2. it’s about the concept, not the actual visual, it’s not what it looks like that matters, it’s the idea; 3. think visually no matter the marketing platform; 4. expect to be misunderstood, despite it’s inevitable that targeted audience may misinterpret what they’re actually trying to say, to avoid this it’s important for brands to know exactly what they’re trying to communicate and then double and triple check whether the visuals created actually get that message across, and finally, 5. attention span is relative, when it comes to creating visual content the length depends on the audience.
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