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An Attempt 
To Define Some Key 
Visual Storytelling Trends That Are Shaping The Future 
Of Communication


Published on

My presentation at Let's talk Visual Storytelling - Content Marketing Meetup over at Orange Grove Athens. As always as you know I am dyslexic don't kill me if a word is missing or something :-) All the info, videos, pictures are copied and mashed up together from the internet. If something is yours and you want me to take it down let me know. You can find all the sources/ references and all the videos I used in the presentation at the last slide! Happy Reading

Published in: Marketing
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An Attempt 
To Define Some Key 
Visual Storytelling Trends That Are Shaping The Future 
Of Communication

  1. 1. An attempt 
 to define Some Key Visual Storytelling Trends That are Shaping The Future 
 of Communication
  2. 2. Who Am I? Michael Paredrakos You can find me online playing. During the day I am the mANAGING DIRECTOR OF AVAKON+ 
 BUT MOST PEOPLe in the industry know me as a “strategist”
 something i also teach at the European communication institute @mpared
  3. 3. Visual storytelling is one of the most powerful forms of communication in existence today.
 From films and virtual reality experiences to interactive games and data visualisations, visual stories are revolutionising …. the way we persuade audiences with our messages.
  4. 4. While brands and marketers have generally lagged behind filmmakers 
 and the media in the visual storytelling department,
 this is rapidly becoming a thing of the past 
 as marketing shifts closer and closer 
 from “interrupting what people are interested 
 into becoming what people are interested in,” the Internet of Things and wearable tech will take us closer to a hyper connected world visual storytelling will be all around us
  5. 5. But what does the future of storytelling look like? How will technology change 
 the way we tell stories? 
 For starters, the line between fiction and reality will continue to blur, as will the borders separating producer of the story and user; story and game; entertainment and advertising… But before we dive into SOME KEY trends that will Probably affect the future of all communication fields, let’s first take a look at what makes visual storytelling – 
 such a timeless and indispensable tool for advertisers and marketers
  6. 6. Have you ever seen a movie and said, ‘’Oh crap, that person looks deceitful’’ or ‘’I think he is the killer’’? 
 To put it simply, if you understand and follow what you see without anything being said you have visually understood the story. Humans are not rational creatures. Strong emotions, not information, are what drive our decisions. 
 When presented with “factual” information alone, only a small part of our brain responds.
 Wrapping information in a visual story can dramatically change how we process and interpret that same information.
  7. 7. Visuals don’t just impact our memories, they may actually influence our decision making 
 “Facts bore, stories sell” is a common saying.“ and the truth is that our brains are wired in this way Some 2,8 million years ago. basically we can not escape falling in love with visual storytelling The story of visual communication began with our ancestors painting figures on walls, with the desire to communicate. 
 The artwork was created using stones to carve out the figures and marked the beginning of an art form 
 with unlimited potential.
  8. 8. During 1999 Shigetaka Kurita created a new visual language Emojis, which opened up the lines of communication for people by removing the language barrier and encouraging cross-cultural communication.
 and things around visual storytelling completely exploded 
 with the fastest growing high visual social networks such as instagram, snapchat, facebook, youtube, tumblr, Pinterest… Then after after after a few years around 1995 the Internet is born 
 BUT ALSO unlimited possibilities for visual storytelling
  9. 9. Visual storytelling works 
  from brands to babies.
 It has always worked for almost any kind of audience since ages but in this age of digital excess, it’s working like never before. 
 Our brains are made for looking, 
 and if your content/visual marketing and brand is not trying 
 to take advantage of our brains constant craving for new visual information, then it is missing out on one of the best ways 
 to tap straight into peoples’ heads.
  10. 10. Visuals are memorable and effective, because they help people process, understand, and retain more information more quickly. below some Content Marketing Statistics That Will Wake You up and help you understand even more the growing power and value of visual content People form 
 a first impression in mere 50 milliseconds. The average person 
 gets distracted in 
 8 seconds, though a mere 2.8 seconds is enough to distract 
 some people. 81% of people only skim the content they read online. the average user reads at most 20 
 to 28% of words It is estimated that 
 by the end of 2018 
 84% of ALL communications 
 will be visual By the end of 2018 79% of internet traffic will be video content Posts that `
 include images produce 650% 
 higher engagement 
 than text-only posts. People are 85% more likely to buy a product after viewing 
 a product video. Instagram’s active user base has grown by 64%, Tumblr’s 12o% and Pinterest by 111% v facebook gets over 8 billion video views daily 20% is all the people remember without visuals human beings process visual elements 60,000 times faster than reading words
  11. 11. Visual Storytelling happen 
 with just about any kind of visuals. A short documentary, a 7 sec video, a meme, a photograph, 
 an infographic, a carousel ad, an instagram story, an email … They all can tell your story. In order to make VISUAL storytelling work for your brand, according to Ernesto Olivares (with whom I seem to agree upon) they are 10 tried and true principles.
  12. 12. 1. Show, don’t tell Probably the oldest and most important unwritten rule in film industry says that you shouldn’t rely much on words to tell your story. In fact, you should rely on them as less as possible.The one brilliant example to understand this are the examples of the silent era: Talking a lot is boring, but talking a lot about yourself is even more boring. So let the visuals do the talking. Show the benefits of your product, don’t tell people about them. 2.Context Is 
 Everything Context and, more particularly, hidden context, is the stuff that makes cinema lovers talk about the greatest movies for hours. The great thing is, 
 we can very easily play with our audience’s assumptions, and turn them upside down.The Sixth Sense was famous for playing with context. Some characters weren’t what they seemed to be, and that’s what made it a great movie. When it comes to brands, context can be the colors you choose, the fonts you use, your Instagram filters, or the very types of content you share with your followers. They all set the expectations of your audience, so choose them wisely AND KEEP SURPRISING THEM
  13. 13. 3. Show people The truth is that we all here relate better to other people, than to bacteria. And we certainly relate better to people than to a brand or business. So don’t tell the story of your business, but the story of the people behind it. You, your employees, your customers. Make your brand, more approachable, more down to earth! Why is Marty McFly the hero 
 in Back To the Future, instead of Doc?
 Maybe because none of us here know about nuclear physics but most of know an experience of playing
 a guitar, running around with a skateboard
 or dating a girl. 
 4. Be personal, 
 be true Share your true story and you’ll be setting yourself apart from all the other brands out there. They can’t share that same story, because they are not you.As a general rule, true stories are powerful, because they’re human; they happened to someone like you and me. If there’s a company that’s perceived by most as being 100% technology, that’s Google. Its better know landmark is a search algorithm  — there’s Nothing more robotic and less human than that! But BACK IN 2014 IT TRIED TO APPEAR MORE HUMAN
  14. 14. 5. Show conflict Conflict is the force that drives a story. No conflict, no story. Conflict happens whenever someone wants or needs something and must fight for it. This ‘something’ can be a lot of things: an object, love, survival, etc. 
 Conflict is almost present in every film. Conflict sparks interest. If we take this to brand storytelling, customers won’t be interested in your story, 
 if it isn’t relevant to a ‘conflict’ or problem they are struggling with. LACTA IS CONSTANTLY UTILISING 
 THE CONFLICT OF LOVE AND CONSTANTLY WINS GLOBALS AWARDS One of the rules of a good story is to take the audience to a hidden place that they don’t get to see everyday. Raiders of The Lost Ark, Jurassic world, Avengers, The Jungle Book, Interstellar, STAR WARS etc… Do these blockbuster movie titles tell you something? All these movies show a promise that they are going 
 to take you to unexplored territory. How can a brand or an online business use this to its advantage?It’s really easy. Go behind the scenes, show your customers what they don’t normally see, SHOW THEM SOMETHING UNIQUE AND TOTALY UNEXPECTED 6. Reveal hidden 
  15. 15. Don’t get lost on the details. 
 Do you know when people tell stories that seem to ramble forever and never lead to anything, boring the hell out of whoever’s listening?A visual story is the same 
 (if not worse). Too many details, and you lose your audience attention. People are busy and exposed to way too much information. So tell them where to focus, right and clear. KISSS (Keep It Short and Sweet, Stupid) 7. Focus 8. Keep Moving! Stories flow. Your images needs to move. 
 VISUAL Stories need some sort of timeline, 
 a sense of going from place A to place B. 
 This is called story arc, or character arc (whenever a character undergoes a transformation), and the best way to depict this is with movement. 
 In visual storytelling, lack of movement equals lack of conflict that translates 
 to a lack of interest FROM THE audience
  16. 16. 9. Don’t be obvious We are exposed to hundreds of stories everyday, so the ones that stick are the ones that don’t follow the obvious path. One of the famous Pixar rules of storytelling goes to great lengths to demonstrate you should avoid the obvious, in order to surprise and engage your audience: Try to tell your visual story in the most unique like Inception …be like MEmento Be the one brand that always surprise its followers or customers. Use visuals, 
 and storytelling, in a way no one else is doing. 
 AND Your story, your name, will stick. 10. Teach something Carry a message. Give a lesson. TAKE A stand. 
 Don’t be bland.Every marketing effort carries a message, that of your brand or business. Products services are the same but your story could be different it could BE a valuable lesson to someone. when humans started putting together stories ,they did it to teach some important life lesson The Lego Movie has been often cited as the ultimate example of brand marketing done right. And it’s extremely effective, not because it shows the product of the brand, but because it conveys a message, one that is in tune with the brand’s mission: 
 everyone can build something!! AND THIS IS WHAT IT
  17. 17. ENDING here are five visual storytelling trends 
  18. 18. 1. Never-Ending Stories Audiences’ appetites for captivating stories is growing insatiable–so much so that they don’t want to see them end.
 Just take a look at the recent trend in rebooting classic movies and hit TV shows and the nostalgia that leads movie studios to make a profit off of these–even if they’re rarely as good as the original.
 In line with this demand, visual stories will increasingly run parallel to our real lives. This means that stories will not only occur in real-time, they will also happen 24 hours a day, 7 days a week. In the middle of your lunch, you might receive a visual notification from this parallel story world stating that your character’s town IN THE GAME OF THRONES SPINOFF IS BEING DESTROYED BY A DRAGON Did you know that Homer Simpson is constantly amusing his 2.23 million followers?
  19. 19. 2. Hyperreal Storytelling The future of visual storytelling will not only follow a 24/7 cycle; 
 it will also appear more real than reality itself.
 Technologies such as virtual and augmented reality are allowing us to create immersive stories
 that appeal to several of the five senses.Some of these experiences are so authentic that they have the power to fool the mind and body into reacting as if living through the real thing.
 If you think this is too far down the road to think about, take a look at Lucasfilm’s next virtual reality movie announced in 2016 but still waiting for it to appear about Darth Vader. 
 Set within the Star Wars universe, the movie will allow participants to walk around, manipulate objects, touch characters and even influence the outcome of the story
  20. 20. 3. Connective Storytelling Audiences who grew up with the Internet don’t only crave interactive experiences– rather than passive spectatorship–they also want to connect with other people, whether real or fictitious. in the future of VISUAL storytelling, 
 it won’t be enough for us to connect with characters emotionally 
 we will also be able to walk a mile in their shoes. In the VR experience called “Nerve,” 2016 MOVIE for example, users can put themselves in a movie character’s shoes 
 and experience what it’s like to ride a skateboard while holding onto a police car
  21. 21. 4. Social Impact Storytelling visual storytelling of the future will also be used 
 to increase empathy for others and raise funds for social causes. Just like Project Syria, there are already dozens of VR experiences that aim
 to increase awareness of of those who are less fortunate. From living as a homeless person to suffering from Parkinson’s disease, 
 these VR experiences are paving the way for storytelling 
 that has an actual impact on the real world.
  22. 22. 5. Brand Storytelling When it comes to crafting unique virtual reality experiences, brands are not far behind filmmakers ! IKEA, for example, launched this VR experience that allowed users to walk around and interact with a virtual kitchen back in 2016 Consumers can open drawers, move objects, change the look and feel of the kitchen and even explore the space 
 from the point of view of a child.
  23. 23. Red Bull also created this immersive flying experience which allows participants to enjoy a wild, realistic air race simulation.
  24. 24. the trend is clear:
 The stories of the future will not only become more visual, they will empower us to communicate more vividly than ever through alternate worlds and characters so expect that they will blur the lines between fact and fiction, between natural realities and invented ones. What is “reality” after all?
  25. 25. Thank you for your time! Stay curious
  26. 26. Sources and further reading wake-you-up-59c4c0b80465 Videos: Hyper reality Ikea Red bull Google the internet in 1995