The Importance of visuals
Visuals are an important aspect to a brand storytelling. They are what capture the attention of readers and viewers.
According to Curve by GettyImages, “Brands that use visual content have found that it encourages greater engagement with their customers.”
The Do’s and Don’ts of Visuals in Content Marketing
#1 Do capture a feeling
When picking a visual to go with a story, make sure it captures an emotion. Contently posted about the best ways to use visuals and they said, “You’re trying to connect with the person on the other side of that screen, and the quickest way to earn their interest and, more crucially, their trust is through their heart.”
This photo was seen all around the world after the bombing in Brussels. It conveyed emotion and the severity of the incident.
#2 DO capture people
It is known that people connect more with visuals if it is showing a persons face. Contently did a study about visuals and it showed that candid photos sold nearly twice as much as posed images. People like to see photos that capture something raw, not something posed. People like to see faces.
This photo makes a viewer feel like they were actually there when the photo was taken.
#1 Don’t over crowd a page.
Readers per to look at a website or magazine page where it is easier to read and has plenty of white space. Washington Post published a story and found that readers agreed that better-designed stories were more interesting, easier to read, and more enjoyable.
The Verge website’s visuals make things hard to read on the homepage. Using different colors to overlay photos along with visuals make it difficult to read. Its overly crowded and does not have enough white space.
#2 Don’t have inauthentic photos
The key is to not use photos that look staged or just not intersting. People want to see photos that feel authentic, not staged photos of someone doing something. People want to see real moments, like when Jennifer Lawrence fell at the Grammys.
The top photo is more authentic than the bottom photo. A person is more likely to resonate with a photo that doesn’t feel staged.