Images play an important role in the daily life of all of us: we are surrounded by advertising signs, photographs, signs. Their strength lies in being able to express abstract concepts and ideas in a much more effective way than a written text.
Indeed, it can be affirmed that visual communication is of strong impact and undoubtedly more direct than words: the language of images is universal.
Non-verbal communication is therefore an excellent advertising medium not only for the offline world, but also for web marketing.
First and foremost, we should not overlook the role that colors play in our decision-making process: it is the nuances that capture our attention and influence our mood. When creating drawings, infographics or illustrations, it is therefore essential to remember that it is precisely the colors that make you want to read the written part that accompanies the graphic representation: how many times we have read articles (results then of little value) just because l image captured our attention?
When starting a web marketing campaign, it is therefore necessary to pay particular attention to the choice of colors, because they will be the ones to determine the public’s interest in our work.
Another aspect to consider in web marketing (and offline advertising) is the use of people. A face or a voice that ensures the potential customer the validity of the product / service offered, increases the credibility of the brand.
Naked Winery is using catchy images to grasp their audience attention, see:
The choice of a testimonial for our image, or for our video, can follow two logics.
The testimonial is preferred based on notoriety and not on the relationship it has with the brand and its vision.
This is the strategy that aims at the immediate fame of the brand. Examples are companies which are hiring actors to play their commercials.
The testimonial has a particular bond with the world of the brand. This strategy facilitates the consumer identification process. Like an influencer using a particular product is perfect for a marketing campaign.
But going beyond the use of celebrities, employing a person in visual marketing often represents an advantage: in addition to giving rise to a process of identifying the public, it increases confidence in the product / service offered, more generally in the brand.
See Ocom.ca, for example, there’s a child in their homepage, showing they can easily learn music, thanks to their services!
Another perfect example is at Bekins Moving Solutions website, where they use the image of a happy customer, displayed as testimonial:
This support could have greater value in web marketing. In fact, the digital world is very often valued with distrust and it is fundamental to stand out and try to “capture” the confidence of the interlocutor.
Finally and as proof of the importance of images in marketing, we are witnessing a great use of infographics: a mix of images and words that represents a particularly valid tool for visual markenting. Infographic allows, in fact, to be able to treat any topic.
Some infographics used in this website:
- Online Marketing 101 (Infographic)
- 16 Simple Motivation Tips to Get More Done (Infographic)
- 10 Elements of a Successful Content Marketing “Engine” (Infographic)
Current news, complex notions, but also issues of social importance (and not), etc. The main feature of an infographic is the perfect harmony between the written and the graphic part: if this were missing, it would be counterproductive and penalizing.
It can be useful to represent statistics or graphs that otherwise would be difficult to understand, but that through a captivating representation can be accessible to a greater number of users.
The infographic can also be shared on social networks to accompany a comment post. And the possibility that a similar content becomes viral is quite high: it is estimated, in fact, a 12% increase in traffic in those sites that use them.
In conclusion, it is possible to take a look at some data that indicate that 93% of human communication is non-verbal and that people remember, on average, as much as 80% of what they see and only 20% of what they see they read.
Numbers in hand, the images are therefore becoming increasingly valuable in the promotion and reinforcement of a brand.