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BRANDED
 !
 VISUAL !
 CONTENT!
 THEOREM
an unscientific analysis 
by the unscientists at
whopping numbers

                             3,000 pictures
                             uploaded every second,
                             +250 million daily
                                          


                        1.2 million photos per second.
                                          
                                          

                                 There is well over
   80 million
                   100 billion 
             4.5 million 
                                 of photos on FB, 
   registered users 
                                       photos daily,
                             +100 photos per user.
       sharing 
                                               hosted

4 billion photos
                                         +100 billion
massive increase in photos


                               10%
             of all pictures taken by all humankind
                   were shot in the last 12 months
understanding “eye candy”

                                              
                                      “studies suggest 
                                 that cute images stimulate 
                                the same pleasure centers of 
                                  the brain aroused by sex, 

Is your picture cute? 
         a good meal or psychoactive
                                     drugs like cocaine”


                            
        You’re playing with
pictures are distractive




                  The brain’s right hemisphere of 
                   image processing, feeling, and
                     excitation dominates the left
                  hemisphere’s efforts to decode
                       text and then to engage in 
                                 rational thinking.
what does it mean? 


                    A web stream 
                    of kittens got 
                  10 million views
                   within 24 hours 



             Our world is obviously
               hooked on kittens
Why are pictures
more powerful than
      words?
Pictures tell stories faster
than words
Pictures are more compelling
                 than words
Pictures are easier to remember and understand
                                           than words
Pictures evoke emotions better than words
Pictures are universal
Pictures are powerful symbols
       but not communicators
words or pictures? 


Words and images combined
            are !           Long copy outsells short
                            copy: the right amount
     5X more !              of copy and right photo!
                            doubles previous result. 
       memorable !                   --- David Ogilvy
    than words alone
general rules




       Make it stick!
       One main idea per picture
general rules 




       Make it simple!
       Stick to the 3 second rule: !
       If people won’t get your
       message by then, you’ll lose
       them.
general rules 




       Make it emotional!
       Appeal to emotions and
       people will remember
       longer
A picture says more
    than 1,000 words:
      there are more
   nuances in a picture
     than in a quote. 




What comes first: quote or image?
our suggestion




Find a memorable
image and let the
words come to you
our suggestion




             FUNNY CAPTION
         Sometimes you just don’t need one
what if the words are off?



     ONE WAY!

                 ONE WAY!
what if the words are off?




                     Your text can
                     support your !
                     visual message…
       Pigs
what if the words are off?




                     … or be !
                     a “mismatch.”
      Bacon
?
?       
Well, It depends…
congruence


               pleasing
     all
feel-good
        +
        good
              supportive
congruence


    lame
                         all
     a.k.a.
        annoying
    bad
too promotional
incongruence


            smile
 odd 
        +
          all
  +
       positive
     good
funny
          association
incongruence


   odd
                              all
    +
        I incomprehensible
                                    bad
too weird
congruence strategies

It’s all about selling !
the dream and
bridging the gap
                                              Have a vision !
                           of the life your customer tries
                               to live and portray that life
                                           through images
incongruence strategies

Don’t forget:
people will see
the image first.
There is an
expectation. 




Surprise them !
   Exceed it 
        But don’t mess with them
Can’t find
a great caption?
let the people speak!


 CROWDSOURCING:
 Let them come up
with the caption and
become part of the
   success story.
or not… 


It can go wrong! 
               Know your trolls
                                  and make sure

                                 they play nice!
It usually happens !
to high profile brands !
with a large audience, !
not to smaller businesses
with a supportive !
fan base.
focus on key visuals 

           K!
       OO ion!
      L
         tract
      is
A d
focus on key visuals 

Digital effects 
rainbow colors 
flash intros !
pop-ups 
sliding carousels
“click here” buttons 
often only distract !
the viewer
focus on key visuals 

        Digital effects 
        rainbow colors 
        flash intros !
        pop-ups 
        sliding carousels
        “click here” buttons 
        often only distract !
        the viewer 
Don't add more visual vomit to this pool
where should you share?
where should you share? 




  Meet your target audience on their turf. 50 clicks at the right
  place are worth more than 5,000 clicks at the wrong one.
in conclusion


          Stunning visuals are 

        eye candy 
    for the masses!
in conclusion


                      Stunning visuals are 

                  eye candy 
     for the masses!
 

So let’s all do it! Easy!
in conclusion




Nope. It’s actually really hard.


You'll have to stick out of 
300 million photos 
per day!
you wanna go for it? 



Then bring it on!
We can help!
sources

http://blog.kissmetrics.com/shocking-truth-about-graphics/

http://www.socialmediaexaminer.com/facebook-marketing-mistakes/

http://www.wnd.com/2002/06/14178/

http://www.huliq.com/10282/cute-baby-animals-and-babies-trigger-pleasure-human-brain-thats-
    addicting

http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/

http://wiki.answers.com/Q/How_many_pictures_are_uploaded_onto_facebook_every_second

http://mashable.com/2012/07/26/instagram-80-million/

http://www.slideshare.net/gapingvoid/gapingvoid-effective-visual-strategies-13968978

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A Branded Visual Content Theorem