As we move past the first quarter of 2015 we thought it would be ideal to write this post about visual story telling and some of the insights we have discovered over the last few months. Simply put: The use of the correct visual content in the correct setting encourages greater engagement with the viewer. This is very understandable, as visual storytelling is something that goes back to the days of cave paintings …way before designers wore thick black rimmed glasses or photographers could point cameras at their subjects. Visuals help us tell our stories clearly with impact and emotion and if done correctly can last a lifetime. When the correct visuals are powerful, coupled with the correct medium, the effect is magnified. All this begins with a few key points that we’ve identified below:
Original visuals + emotions = Deeper engagement
Have you ever seen an ad that had great visuals and a great message only to be ripped off by some copycat ad instantly diluting its engagement Original visuals evoke emotions, driving a deeper engagement and more profound change in the viewers behavior. What makes an image or video powerful, so it causes an emotional reaction and encourages a deeper level of engagement?
It is no secret where many of the recycled visuals in today’s advertising industry come from. Lets paint a quick and common scenario: You have your newbie AD fresh out of advertising school in their first job with a big ad agency. They have ideas to conquer the creative world and win awards and yet somehow ends up rummaging through old editions of Luerzers Archive trying to get some inspiration yet falling short by just copying the entire ad from concept to execution. Therefore originality of content plays a key part. We are not saying that inspiration is not needed but a cut throat copy cat approach will not do anyone any favors. Brain storming and careful thought goes a long way.
Visuals need to be relevant to its viewer. Brands wishing to engage with their audiences have to understand their needs and wants. Its hopeless developing original visuals and then showing them to the wrong audience. It’s no surprise that originality and relevancy go hand in hand. As technology progresses and seeps into every area of our lives, the visuals around us needs to reflect what we can in vision in our daily lives. It makes the visual content more believable. A good example of this is the current trend in super hero films. To be more specific lets look at director Christopher Nolans recent Batman Trilogy, a much darker and realistic take on the Batman character putting him into to contemporary times which has come a long way from the more theatrical/fantasy like: Batman returns which was directed by Tim Burton. Understanding your audience and what they want changes the process of shooting in the dark or putting out work just for the sake of it.
Wrapping things up:
Technology is at a stage now where the possibilities for producing original, relevant and engaging content is limitless and individuals taking part in the process should be constantly challenging themselves to push through to new boundaries in content creation.