Visual Communication

07 November 2016

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Every day we are surrounded by adverts that boast graphical content. Whether it’s on a website or magazine cover – we are constantly being stimulated by visual communication. It’s important to get the visual and message just right for it to be effective in your marketing campaign. It’s a battlefield with strong competition but using segmentation, targeting and positioning (STP) strategies, amongst others, will help capture the audiences attention.

Visual Communication

Online engagement

The visuals I’m referring to are images used in both print and online. Using visual communication to portray a message is a valuable tool used to capture the audience’s attention. Especially, since the attention span of online users seems to be steadily decreasing. It has been proven that when many users click on to a website, it usually has around 10-20 seconds to engage them before they become disinterested and leave.


Online content seems to be taking a visual-led approach and with so much content readily available it’s even harder to compete. The competitive nature of visual communication justifies how careful marketing plans need to be if you want to succeed. What’s your message? Who are you talking to? It’s imperative that you establish your segmentation, targeting and positioning (STP) strategy. Prioritising and delivering personalised messages helps to create more engaging content through an audience-focused approach.

Added value

Visuals can enhance user experience and applying a correctly positioned photograph can add truth value, which is never a bad thing. Images can reproduce the appearance of reality and thus set in a preprogrammed emotional response. Having a visual to back up your message can instantly make the advertisement seem more reliable, interesting and thought-provoking.

Social media

Visuals are also taking a striking presence on social media. Posts now see the text coming in secondary with the image taking centre stage. It has been proposed that by 2021 the social media giant, Facebook, will be used primarily for video content. It’s no surprise that content is heading this way when behaviours of people are changing. Head over to the BML Pinterest page and see how visuals can lead a social site.

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