The Power of Visual Communication

By our very nature, humans are visual beings. There is evidence dating as far back as 40,000 years which demonstrates how we have used visual methods of communication to convey ideas and emotions. From cave paintings to global email campaigns, society has come a long way in terms of the way that technology enables us to communicate messages through non-verbal means.

Yet, in today’s fast-paced digital era where attention spans are short and time is of the essence, the most effective forms of visual communication are fundamentally not too dissimilar to Primitive forms of storytelling. In other words, ‘less is (usually) more.’

With this in mind, how can visual communication fit into your brand’s marketing strategy?

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The Art of Visual Storytelling

Here at SONDR®, we champion the idea that every brand has a rich, unique story to tell.

Through developing a visual marketing strategy, this story can be successfully communicated. As well as increasing brand awareness, a visual marketing strategy will provide a platform for developing an emotional connection with your audience.

When deciding how to roll this out, it is important to choose platforms that are most relevant to your target audience, as well as the tone of your brand. In any case, it is essential to create content that appears in both print and digital formats, for example:

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• Bespoke illustration
• Brand photo shoot
• Email campaign
• Promotional video
• Social media content e.g. Facebook, Instagram, Twitter, Pinterest
• Printed collateral e.g. business cards, packaging, stationery, flyers, vehicle livery
• Website design

Whichever approach you decide to take, the key to creating compelling visual content is to communicate a story in line with your brand values. Similarly, the content needs to adhere to a consistent style in keeping with your brand’s visual identity. Beyond the aesthetic benefits, this makes for a more easily recognisable and therefore memorable brand.

It is also worth investing in tailored content such as bespoke photography and even illustration to further enhance your brand’s personality. Take a look at our recent blog on bespoke illustration to find out more.

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The Role of Graphic Design

A field of visual communication, graphic design bridges the gap between aesthetics and function, making it an essential tool in marketing. Graphic designers combine typography and imagery, as well as problem-solving to create visual compositions that communicate a message or idea. Hence, it can be applied to many of the aforementioned methods of visual communication. Even a carefully designed Instagram Story can go a long way. Take, for example, our recent Instagram Story for Latex Sense:

Although at first glance a simple piece of artwork, this post adheres to the basic principles of graphic design. For example, the gentle, minimal colour palette evokes a sense of tranquillity in line with the ethos of the brand. Meanwhile, the use of white to highlight the words ‘Latex Pillows’ creates a strong contrast against the blue background, helping draw the eye to the most important element in the artwork. In terms of space, the typographical and visual elements are balanced with adequate use of white space so as to not clutter the artwork. This, along with the alignment of text and image makes the content more easily digestible.

For a more in-depth analysis of how graphic design can be used to further enhance your  brand, take a look at our Priority Express® case study.

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How can SONDR® help?

As a creatively-driven agency, visual communication plays a key role in the work we do at SONDR®. Through harnessing the power of visual communication, we translate brand messages across a range of online and offline platforms. With our tailored approach, we can help to establish a visual marketing strategy that is best-suited to your specific business goals. To find out more about our graphic design and visual communication services, contact us today.

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