Let’s take a quick test. Can you recall a legendary football match of your favourite team or your first date (yes, the one from school days!). I bet that you remember exactly the emotions and feelings from that day. You can rewind your memories frame by frame, like an old movie tape. This is only a retrospective but in your imagination you are still in the middle of the action. I know this feeling. It is very pleasant. Some visual aspects are alive despite the passing of time. However, often we can’t recall the exact dates of those unique moments. Why is that?
The psychological studies confirm that it is easier and faster for us to remember informations presented as visuals (photos, graphs, icons, illustrations, sketchs etc.). Our brains act as a highly efficient machine processing movies and images. The bulk of the sensory cortex is involved in receiving and transforming visual experiences. Images clearly stimulate the process of memorising. Few days after hearing an information we can remember it only in 10 percent. However, when we add a visual (for example a slide during lecture) our skills will grow to 65 percent! What’s more, area of the brain responsible for the text interpretation and transforming is significantly smaller compared to area responsible for the visual stimulus.
The importance of visuals in our lives can noticed in the Web. Posts in social media with attached photos or graphics generate a 94 percent higher traffic than plain text posts. Given that popularity of visual-based social media channels (as Instagram, Pinterest, Youtube) increases, we have an answer in which direction modern online marketing is developing. According to estimates by the CMO Council as many as 65 percent of marketing experts believe that visual marketing communication is a basis of a brand reputation.
It is difficult to imagine today’s marketing without well-designed images. They can stimulate customers’ imagination and change abstract ideas into symbols influencing a purchase behaviour. Thoroughly considered visual marketing strategy helps increase brand recognition and positively impact direct product sales.