What does your brand look like?
Is it recognizable—in any medium? Or does it change its appearance and present a complicated display of visual styles?I am here to tell you how important visual content is for your brand. If we plainly told you that the images, visual, and eye-catching artworks indeed are important, would you believe us? I know the answer and hence, I write this post to introduce you to how big a deal visual content is!
A research report mentions that, when content is posted with a visual, the readers remember up to 60% of the information for up to three days. Now, imagine that happening for your communication and the boost it can give to conversions!
Visual content commands attention. Plus, human brains register and process visual faster than the text. If you make the image, meme or artwork relevant and appealing, it also has the potential to get higher views and higher engagement that may last longer per view. And better engagement means call-to-actions have better chances of working for conversion.
The Elements of a Visual Content
Before we cover the benefits of a visual content, a definition is in order. At its most basic, a visual content establishes standards for each of the following: logo, typography, color and relevant imagery.
1) Logo
The logo is the most powerful and visible symbol of your company’s brand. So, what makes a good logo? A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.
An effective logo is Simple, Timeless & Appropriate:
- A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdrawn.
- An effective logo should be timeless – that is, it will survive the ages. Will the logo still be effective in 10, 20, 50 years? Like that of Coca-Cola ?
- How you position the logo should be appropriate for its planned purpose. For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a law firm.
2) Typography
Typography plays a crucial role in the design of your visual brand identity. Typography is nothing short of an extension of the brand’s voice and tone. Using typography can transform a user experience. Instead of presenting him/her with a wall of text, typography allows you to guide a reader through your content. Here are some significant reasons why typography should become a part of your brand visual design. According to memberpress:
- It reflects brand personalityTypography communicates the style, tone, and voice of your brand – in short, its entire personality. Unique typography conveys a clear message about your brand as one that cares about details and has a strong appreciation for aesthetics.
- It looks professionalLet’s be clear – body text written in Times or Comic Sans will send one message: this brand is unprofessional. This negative feeling will be extended to your products and services too – and that’s probably the last thing you want.
- It helps your brand to be consistentThe same font and typeface in both digital and paper marketing materials will help your brand image resonate stronger with your clients. A characteristic typography can become a feature to enable consumers to immediately recognize your brand.
3) Color
When it comes to visual content, the main backbone of a strong and easily recognizable identity is expressing the right colors through a clever graphic design. Without it, the majority of popular brands would not exist in the form as we know them today. Colors have so much meaning that the design can influence your audience.
Yes, colors can influence emotions. For example
- Black: sophistication and power
- White: cleanliness, sophistication, virtue
- Red: courage, power, strength; can also stimulate appetite
- Blue: calmness, peace, trust, safety
- Yellow: optimism, happiness
- Green: balance, sustainability growth
- Purple: royalty, spiritual awareness, luxury
- Orange: friendliness, comfort, and food
- Pink: tranquility, femininity, sexuality
4) Relevant imagery
The mind easily picks up what appeals to the sight and remembers; only relevant imagery will have a chance of being looked at. This is when the reader starts engaging with the communication and perhaps, turns into a potential customer.
Reasons Why Relevant imagery is Important
- It takes 0.1 seconds to form a lasting impression of a stranger (First impressions matter)
- Remember, if it’s on the Internet, it could be there forever.
- Articles with images get 94% more total views.
- Engagement rate on Facebook for photos averages 37% where text only is 27%
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