TIPS ON VISUAL STRATEGY
From this assignment, I learned a lot of valuable information that could be even put to use after my study life. I learned proper ways in creating visuals that can effectively convey messages to the public; whether in the form of ads or PSAs.
When it comes to the goal of attracting consumers or people via visual content rather than plain written content; there are a couple of tips that would be considerable in creating a good visual strategy.
First of all, the visual element has to relate to the whole aim/mission of the organization. The content could adapt some other information but it has to be relatable to the overall aim. Next, the visual content should be timely. This means that the content creators have to keep an eye out for time-sensitive opportunities so that their content would relate to those current hot topics thus gaining more value and become share worthy. Oreo won the likes and shares of many when they responded immediately with a timely ad when the lights went off during the Super Bowl (Watercutter, 2013). Despite that, the visual designer should analyse the type of data that is circulating the community and is popular among different types of groups, ethnics, ages, gender, etc. These statistics help the designer to be able to create visual content that’ll be able to cater to different layers of the society without sparking any issue.
As the father of advertising, David Ogilvy (n. d.) said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar”. This means headlines; whether in the form of words or visuals are even more important than the content itself. The designer is responsible of choosing wisely words or pictures that convey the overall message to the viewer. Furthermore the human brain is able to digest visuals and information via visuals way faster and effectively compared to text (Connor, 2014). The picture used for the visuals need to be unique in order to get the attention of many. Meanwhile, designers need to make sure pictures chosen are not overused and conveys a certain message else the photo would be meaningless despite standing out.
Moreover, the content should not have excessive words sprayed all over it that’ll pressure the viewer into believing something they don’t want to. The data presented via the visuals need to be clean and not cluttered up. Too many words would irritate viewers while too few words would leave them confused. It is best if the designer sticks to the point by presenting relevant facts without deviating from the goal. The visual content should serve as a summary or a synopsis of the main goal without wasting the time of the viewers. Last but not the least, the most important step in defining the reach of the visual is by the way you share the content out. There are many platforms out there that help reach people faster than traditional advertising. By sharing content at the right time, its reach would be able to be amplified. Lastly, when it comes to video, everything above applies. However less is always more and showing is better than telling. For example, showing the effects of pollution should be far more effective than asking viewers to stop polluting.
My knowledge regarding visual strategy would help when it comes to completing our group assignment. During that assignment, we’ll need to come up with posters, buntings and more to convey our 3R mission to the public. My knowledge on this topic could help when it comes to designing the visuals. I’d be aware of the steps involved in creating outstanding visuals that would complement our goals.
How/Why I Designed My Infographics As Such.
I designed my infographic with a design that signifies of a speedometer. This is because to reach the speed of 200km/h, you have to start with the speed of 0 km/h and slowly accelerate until you reach the desired speed. Similar to that concept, in order to design the best visual content;one has to follow those steps indicated. My steps have been made to end at ‘Share Appropriately’ because in order to reach that final stage, all other steps are recommended to be taken. I added a checklist by my points to act as a benefit to viewers. Finally, i purposely pointed the speedometer’s indicator towards the ‘Straight to the Facts’ point to indicate that this infographics is made based entirely on that point; straight to the facts/points.
Good Reads, n. d. [online] Available at: <http://www.goodreads.com/quotes/191457-on-the-average-five-times-as-many-people-read-the> [Accessed 20 February 2015].
Watercutter. A, 2013. How Oreo Won the Marketing Super Bowl With a Timely Black Out Ad on Twitter. [online] Available at: <http://www.wired.com/2013/02/oreo-twitter-super-bowl/> [Accessed on 20 February 2015].
Connor. C. 2014. Why Marketers Need to Embrace Visual Storytelling. [online] Available at: <http://www.boston.com/business/blogs/global-business-hub/2014/03/the_power_of_vi.html> [Accessed on 22 February 2015].
Gude, K. 2012. Seven Design Tips for Making Great Infographics.. [online] Available at: <http://www.huffingtonpost.com/karl-gude/seven-design-tips-for-mak_b_2152724.html> [Accessed on 1 March 2015].
Trorrier, C. 2015. Fact or Fiction: Do Images Increase Facebook Engagement? [online] Available at: <http://blog.hootsuite.com/do-images-increase-facebook-engagement/> [Accessed on 21 February 2015].
Baldegg, K. 2012. The Rise of ‘Visual Pollution’ and the Fight to Stop It. [online]. Available at:<http://www.theatlantic.com/video/archive/2012/03/the-rise-of-visual-pollution-and-the-fight-to-stop-it/252927/> [Accessed on 19 February 2015].
NewsCred. 2014. The Four Principles of Visual Storytelling Every Marketer Needs to Know Lessons from Dove, Lean In, Honey Maid by NewsCred. [online]. Available at: <http://www.adweek.com/brandshare/four-principles-visual-storytelling-every-marketer-needs-know-158176> [Accessed on 23 February 2015].
Chieruzzi, M. 2015. 5 Visuals Storytelling Tips To Power Your Content Marketing On Facebook. [online]. Available at: <http://www.jeffbullas.com/2015/03/03/5-visual-storytelling-tips-to-power-your-content-marketing-on-facebook/> [Accessed on 23 February 2015].