How Important Are Visuals?

Ever wonder where the term “a picture is worth a thousand words” came from? It likely dates back to an article written in 1921 by Frederick R. Barnard on the effectiveness of graphic elements in advertising, titled “One look is worth a thousand words.”

In an age where we’re constantly being barraged with information, visual content can quickly engage prospects in ways that text can’t. Here’s why, “more” or “less”:

>> Less Time – According to a 3M Corp. study, we process visual information 60,000 times faster than text. In an age when grabbing someone’s attention in an instant is critical, visuals work.

>> Less Complicated – Complex material can often be presented more simply through visuals. A common example is the “quick setup guide” your digital camera came with. Use the same concept for anything from a benefits map to a complex manufacturing process.

>> More Emotional – Although novels can be gut-wrenching to read, marketers don’t have that kind of time to elicit such an emotional response. Visual content can do it in an instant, and connect it with the company’s brand.

>> More Shared – On Facebook, photos are shared more than status updates or links, and videos are shared more than photos.

>> More Channels – Not only is visual content shared more often, but there are quite a few channels to leverage that support only visual content, such as Pinterest, Flickr, YouTube and Vimeo.

>> More Memorable – Studies have shown that, especially over the long-term, we remember images better than words; and unlike text, the effect is magnified with each viewing.

>> More SEO Juice – When top rankings for competitive keywords are elusive, having relevant visual content provides an opportunity for high rankings in the image and video search results.

Ever wonder where the term “a picture is worth a thousand words” came from? It likely dates back to an article written in 1921 by Frederick R. Barnard on the effectiveness of graphic elements in advertising, titled “One look is worth a thousand words.”

In an age where we’re constantly being barraged with information, visual content can quickly engage prospects in ways that text can’t. Here’s why, “more” or “less”:

>> Less Time – According to a 3M Corp. study, we process visual information 60,000 times faster than text. In an age when grabbing someone’s attention in an instant is critical, visuals work.

>> Less Complicated – Complex material can often be presented more simply through visuals. A common example is the “quick setup guide” your digital camera came with. Use the same concept for anything from a benefits map to a complex manufacturing process.

>> More Emotional – Although novels can be gut-wrenching to read, marketers don’t have that kind of time to elicit such an emotional response. Visual content can do it in an instant, and connect it with the company’s brand.

>> More Shared – On Facebook, photos are shared more than status updates or links, and videos are shared more than photos.

>> More Channels – Not only is visual content shared more often, but there are quite a few channels to leverage that support only visual content, such as Pinterest, Flickr, YouTube and Vimeo.

>> More Memorable – Studies have shown that, especially over the long-term, we remember images better than words; and unlike text, the effect is magnified with each viewing.

>> More SEO Juice – When top rankings for competitive keywords are elusive, having relevant visual content provides an opportunity for high rankings in the image and video search results.

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