As human beings, it’s intuitive that visuals are more powerful than text-based content. Yes, we can craft mesmeric stories with just words and our readers’ imaginations, but adding visuals brings our words to life.
Not only is visual content is necessary how we process information, but it also drives increased engagement from the audience.
What does this mean for brand storytellers? We should be investing just as much time and creativity into visual content as we do for written content.
Here are four best essential rules for visual storytelling.
1. Avoid Defective Stock Photos
People respond to legitimate, real images and not for cheesy or revolting ones. Bad visuals can be worse than having no images at all if they distance your audience members the wrong way.
Using exceptional images for your brand storytelling is just as important as using exceptional writing. Venture in a few good stock resources—they do exist, in both free and paid formats. Also, leverage photography skills of your teammates to round out your portfolio with some hugely unique content.
2. Promise the Senses
One way we can strive to create a more connected experience with visuals is to find graphics that engage the senses. By working with textures, light, motion, sounds, and implied heat, taste, and smell, you can captivate your audiences in and make your story more real to them.
3. Open with a Universal Example
There are certain characters we see over and over again in stories, nevertheless of where or when they were written. These characters are called archetypes, and they tap into some deep river that runs through humanity, flowing through our collective subconscious. Images that invoke these archetypal characters can have a powerful impact on viewers.
Top brands enroll a cast of people, animals, and fantastical beings to help build audience awareness, distinguish themselves in their field, and tell their brand stories in a multitude of ways.
4. Select Images that reverberate
The best way to choose images is to know who your audience is: Who they are, where they live, what types of jobs they have, what they do for fun, where they hang out online and offline. This information helps to choose visuals that resonate with your viewers.
Visual storytelling and brand storytelling should really be compatible. The graphics you choose to tell your brand stories are just as important as the words you use. These best practices will help you avoid bad stock photo problem and create a lasting impression on your audience.