How visual marketing leverages the natural power of the brain
Many centuries ago, communication between people was purely symbolic. People shared ideas and thoughts through symbols whose content was rich with meaning--an entire thought could be condensed and expressed in a single symbol.
Although letters are considered symbols, they must be pieced together to form words, and those words have to be combined to form sentences, and so on. Since an entire thought can be conveyed in one symbol, the density of information contained in symbols can exponentially exceed that of words alone.
One of the best forms of symbolism we see today is the infographic.
Entrepreneurs Need to Use Infographics
If you're like most entrepreneurs, you've probably seen an explosion of infographics posted across the web and feverishly being shared across social media platforms like Facebook and Instagram. At first glance, this may appear to be just for fun, but it's actually a carefully planned strategy that reaches deep into the far recesses of the human brain.
Infographics are a brilliantly effective way to convey a large amount of information visually, with minimal to no text. In other words, you can think of an infographic as information compressed into a format that allows people to absorb complex messages quickly, and better retain the information.
While they are visually pleasing, there is a deeper reason why people are drawn to infographics, making them a rich platform for marketing messages.
People are Hardwired for Visual Stimulation
As human beings, we are hardwired for visual stimulation. And part of this visual stimulation includes communication. This means that we are hard wired to process communication visually. A perfect example of visual communication is body language. You may remember a time when someone's body language told you a completely different story than the words they were speaking. This is because your brain is hardwired to interpret visual cues that can often override other forms of sensory input, such as sound.
Studies have shown that vision influences what we hear. In other words, communication can be heavily influenced in the direction of what is seen, even when it contradicts what is heard.
One of the most well known examples of this phenomenon is called the McGurk Effect. When you hear certain sounds, for example, "ga ga ga," and those sounds are in conflict with the way your eyes are perceiving the speaker create those sounds (if the speaker closes their lips as if to say "ba ba ba"), then your brain will make you think you're hearing what is more consistent with your visual perception.
This effect proves that visual input is often the dominant factor in deciphering what we hear.
Infographics Increase Your Success Rate
Since human beings receive 90 percent of all information visually, and those visuals are processed 60,000 times faster than reading plain text, it makes sense, then, to utilize the brain's preference for imagery when marketing products and services to your customers.
Even though they're called infographics today, the concept of condensing messages into imagery is not new. Advertising agencies have been using this technique since day one. Even a full page ad in the Yellow Pages holds effective symbolism. According to Visme, creative visual ads demonstrate the use of varying types of symbolism such as visual analogies, visual puns, and even conveying consequences.
Visual marketing is everywhere you look, both online and in the material world. And the best way to incorporate visual marketing in the online world is through the infographic.
When you incorporate visual marketing into your strategies, you'll be more likely to succeed in your marketing efforts than businesses that only stick with text.