Beauty may be in the eye of the beholder, but on element of a well-distilled brand, visual communication, is about more than pretty pictures and attractive packaging. It’s about clearly communicating a message to your audience without speaking a word.
And today, visual communication matters more than ever.
“Something is happening. We are becoming a visually mediated society. For many, understanding of the world is being accomplished not through words, but by reading images.”
— Paul Martin Lester, Syntactic Theory of Visual Communication
Visual communication, what your brand communicates through images, often creates the very first impression.
It’s like the long look a sexy stranger gives you from across the bar. It says, I’m interesting and attractive, come talk to me.
Creating Visual Meaning
You communicate volumes about what your brand represents through its visual components. That’s why thoughtfully crafted visual communication is so crucial. These signals only work when they reflect who you truly are.
The real question is: how do you visually communicate the right things about your brand?
In his TED talk on the subject, information designer Tom Wujec explains that meaning is created visually in three key ways:
“First, we use images to clarify what we want to communicate. Then, we make those images interactive so that we engage more. And third, we augment memory by creating visual persistence.”
— University of Washington
Put another way, if your brand is the stranger in the bar, it needs to wink (send clear meaning), buy you a drink (interact), and ask you out on a date (show persistence).
If all this sounds overwhelming, don’t worry, we can help. Great brands start with great messages. Messages that cut through the clutter and drive results.Contact us to learn more about how to make your brand stand out.
