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Visual Storytelling: A Picture Is Worth 1,000 Words

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The brain processes pictures 60,000 times faster than text. See how brands must embrace the visual element to share their message in the most engaging way.

Published in: Marketing
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Visual Storytelling: A Picture Is Worth 1,000 Words

  1. 1. A PICTURE IS WORTH 1,000 WORDS VISUAL STORYTELLING
  2. 2. OUR JOB IS TO INFLUENCE PEOPLE’S BEHAVIOR
  3. 3. THE ENEMY OF INFLUENCE IS INVISIBILITY
  4. 4. MAKING YOUR POINT MORE VISIBLE IS WHERE VISUAL STORYTELLING COMES IN
  5. 5. WE CONSUME 5X AS MANY WORDS TODAY AS IN 1986.
  6. 6. THE HUMAN BRAIN PROCESSES VISUALS 60,000 TIMES FASTER THAN TEXT.
  7. 7. WHICH IS MORE COMPELLING: THE LEAD SENTENCE OR THE PICTURE? "Power and sensual purity combine to give the vehicle irresistible presence and breathtaking performance.” –Mercedes-Benz
  8. 8. "The Whale Shark is the world's largest fish, growing up to 60-feet long." –The Nature Conservancy
  9. 9. SOCIAL MEDIA PLATFORMS ARE MORE VISUAL
  10. 10. BEFORE TODAY Facebook 2007
  11. 11. Twitter 2014 BEFORE TODAY Facebook 2014
  12. 12. MANY NEW PLATFORMS ARE VISUAL-CENTRIC
  13. 13. EVEN NEWS SITES ARE VISUAL-DOMINANT
  14. 14. COMPELLING VISUAL STORYTELLING REQUIRES THE RIGHT PERSPECTIVE
  15. 15. RATIONAL < EMOTIONAL
  16. 16. WHILE A PICTURE IS WORTH 1,000 WORDS IT IS ALSO WORTH 1,000 EMOTIONS
  17. 17. COMPLEX < SIMPLE
  18. 18. DATA < MEANING
  19. 19. HOW MUCH FAT IS IN A MEDIUM-SIZED “BUTTERED” POPCORN? 37 grams of saturated fat As much fat as
  20. 20. MEANINGFUL IDEAS ARE: SOMETHING THE TARGET DOESN’T KNOW SOMETHING THEY SHOULD KNOW SOMETHING THEY CAN CHANGE
  21. 21. THE 6 RULES OF VISUAL STORYTELLING
  22. 22. RULE 1:
  23. 23. RULE 2: DEFINE BRAND VOICE
  24. 24. IT'S NOT JUST WHAT YOU SAY, BUT HOW YOU SAY IT THAT MATTERS
  25. 25. “HOW” ISN'T JUST WORDS, IT IS IMAGES…IT IS THE WAY YOUR CONTENT LOOKS
  26. 26. THE CORE OF A BRAND'S NATURE DOESN'T CHANGE…IT ADAPTS TO THE CONTEXT IT IS IN
  27. 27. RULE 3: DESIGN FUNDAMENTALS MATTER
  28. 28. MADE YOU LOOK HERE before you looked here
  29. 29. YOU READ THIS FIRST THEN YOU BEGAN READING THIS IN ORDER
  30. 30. SIZE, COLOR AND PLACEMENT OF CONTENT MATTER
  31. 31. RULE 4: DOES IT MAKE SENSE?
  32. 32. THIS DOES NOT MAKE SENSE
  33. 33. THIS DOES (AND GRABS YOUR ATTENTION, TOO)
  34. 34. RULE 5: KEEP THE MAIN POINT, THE MAIN POINT
  35. 35. WHAT’S THE POINT?
  36. 36. THIS HAS A MAIN POINT
  37. 37. RULE 6: DESIGN FOR DIGITAL FIRST
  38. 38. ALL PRESS MATERIALS MUST BE SCANNABLE
  39. 39. REMEMBER THE $1 RULE OF THUMB
  40. 40. SUBHEADS ARE YOUR COMPELLING STORY OUTLINE
  41. 41. SIDEBARS ARE THE NEW RELATED MATERIAL AND EDITOR’S NOTES
  42. 42. THE 6 RULES OF VISUAL STORYTELLING KNOW YOUR TARGET DEFINE BRAND VOICE DESIGN FUNDAMENTALS MATTER KEEP THE MAIN POINT, THE MAIN POINT DOES IT MAKE SENSE? DESIGN FOR DIGITAL FIRST
  43. 43. VISUAL STORYTELLING FRAMEWORK RATIONAL < EMOTIONAL COMPLEX < SIMPLE DATA < MEANING
  44. 44. QUESTIONS & ANSWERS 608.256.6357

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