How to Leverage the Psychology of Visual Content

by | Feb 24, 2018 | Branding, Business, Design Tips

Engaging online audiences with visual content works.

That’s why so many companies have embraced images, graphics, and videos while conservatively using text. This tactic will also work for you because it leverages basic human psychological principles.

Our brain receives about 90 percent of its information in a visual format. Meanwhile, more than 90 percent of human communication is nonverbally transmitted. Such basic facts clearly illustrate why marketing professionals have embraced visual messaging.

The following tips will help you learn how to leverage the psychology of visual content for your business and brand.

 

The Psychology of Color in Business

Colors are powerful. They change emotions and influence behavior. If you don’t use color to support your brand, you’re leaving money on the table.

Simply by choosing the right colors, you can dramatically change your results. More than 60 percent of shoppers make buying choices only because of colors. So, find out what colors will give you control over your customers’ emotions.

The topic of color with regard to psychology is complicated. Still, the following instances will help you understand the potential that’s packed into your color scheme.

• Yellow tends to convey optimism, helping to explain why so many brands have embraced it. Consider McDonald’s, Ikea and Optus as a few examples. However, avoid overusing yellow to keep your content easy on the eyes.

• Blue has a calming effect and also inspires trust. Think about how brands such as Facebook and CSIRO have used it. Again, too much of a color can cause problems. Overdoing blue can cause people to feel fatigued or chilled and even emotionally subdued.

• Green symbolizes growth and health. The color is used by numerous successful brands, such as Android, Subway and Spotify. Green creates an association with the earth and is known to convey a natural connection to the environment.

You’ll find that practically every color has psychological pros and cons. So, do your research and select the colors that best support your values and message. Moreover, stick with your colors if you want to create a strong, easily recognizable visual brand.

Read more about color perception on the Visme Blog

The Impact of Typography

Too many fonts and font sizes in your content can cause confusing visual messages. Still, you can accomplish a lot by choosing the right two or three. As you evaluate fonts, keep in mind that there are several general type classes:

• Serif
• Sans-Serif
• Slab Serif
• Script
• Modern


Companies such as Facebook and Hulu choose to use modern fonts. Meanwhile, companies that want either a feminine or elegant look (such as Cadbury and Cadillac) choose script fonts. Organizations such as the New York Times and Yale have chosen to use serif fonts to convey authority and tradition. Netflix even has their own font!

The Most Important Types of Visual Content

When you publish text-based content, make sure that you infuse it with images. Doing so can increase the rate at which people read your material by more than 90 percent. Specifically, by providing video content, you can increase sales conversions by as much as 85 percent.

Infographics

Make complicated ideas easy to understand by portraying them in an appealing way. Infographics make learning fast and fun while enticing audiences to continue reading. Typically, companies can grow profits by 12 percent or more simply by using infographics.

To make your content more powerful than ever, add an infographic to make your data come to life. As a result, your information will become more meaningful and easily shareable. For this reason, a high-quality infographic can richly reward you for the time and money used to create it.

Images

Online, people have short attention spans. This happens because they expect instant access to all the information they need and want. As a result, users can easily become discouraged when they arrive on a web or social media page only to see large text blocks.

When you have a lot of text to present to your audience, break up the monotony by integrating images with it. This makes your content seem less intimidating and more engaging. Whenever possible, use original images to give your content a personalized flair.

Click on the image below for the Ultimate Guide to the best FREE stock photo sites.

Memes

Memes are humorous representations of a social or cultural idea. In extreme cases, memes can actually ridicule aspects of human behavior. They can travel quickly among audiences while circulating via websites, email and social networks.

Although memes might not be appropriate for every business, you should spend some time learning about them. As a visual medium, memes can help you build brand awareness and inspire interest in your products and services.

Videos

As already noted, video content can have a dramatic impact on sales and profitability. As mobile devices and high-speed connections proliferate, video content is becoming increasingly popular for both entertainment and information.

Video adds new dimensions to your content that can help create memorable experiences for your prospects and customers. Although videos can cost a lot of time and money to create, they can inspire other sites to link to yours and thereby increase the online visibility of your brand.

When you decide to use video content, you’ll have a chance to choose one or more formats:

• How-to videos
• Animated explainers
• Product demonstrations
• Customer testimonials

 

Always stay on brand

Always make sure that the videos you produce have a look and feel that is consistent with your brand. Also, consider repurposing your existing content into video formats. Doing so can save time and money spend creating content while creating a consistent message across all media.

Be sure to integrate as many different types of visual content in your marketing campaigns. When you do, you can control the way people feel and inspire them to react favorably to your brand.

Carefully choose your visual content to ensure that all your content delivers a consistent and clear message to your audience. Finally, monitor the performance of your visual content to see how it compares to your plain-text material.

Click on the image below to read more about staying on brand


Eric Gordon is an independent business development and marketing specialist for SMEs. He loves sharing his insights and experience to assist business owners in growing their revenues.

You can find Eric on Twitter @ericdavidgordon

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