Elevating your company onto a visual pedestal.

Laura Potgieter  |  24 May 2022

Visual communication is the practice of using visual elements to convey a variety of ideas and information to your audience using things you can see. Using visual communication rather than text-based communication to share ideas, information, and processes is extremely effective. It’s easy to be intimidated by visual storytelling. Despite what we’ve been taught, words aren’t always the best way to convey concepts quickly, clearly, and concisely.

Sometimes, rather than long paragraphs of text, the best way to tell a story is through carefully crafted visuals. When an advertisement or social media post has a visually stunning image and a powerful concept behind it, we can even perceive tastes, smells, and textures associated with it. The use of words impacts your audience, and if you are specific, they will be able to picture what you see in their minds’ eye. But the visual aspect of messaging is essential because it addresses the audience’s instincts and feelings. It conjures up emotional responses, memories, and aspirations.

After hearing, our eyes are our most relied-upon sense. If you can catch your audience’s attention, you’re halfway there. This is especially important when literacy levels are below average. Visual communication will be more effective to exchange information as your audience will easily understand the content. Unfortunately, few people have a thorough understanding of visual communication. They are frequently either too literal or overly emotional: “I have data, I need a pie chart!” or “Use a different image because I don’t like the yellow in this one.”

Communication in visual form should not be too abstract. Instead, it must allow your organisation to share information in a way that is easy to understand and receive, and which improves the likelihood of retention. A visual that conveys too many ideas at once may overwhelm your audience. By using visuals correctly, you can maintain a clear message by showing what’s important.

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