Modern Communicators Toolbox: Visual Communication

 The Importance of the Visual

(So, 2012)

    Messages don't need to be just about reading words on a page or screen. Just because we work primarily in the digital realm does not mean we neglect sensory applications to deliver a message.  Information can be delivered in so many ways; through audio, like podcasts and music, and through visuals, like infographics, videos, graphs, pictures, and charts. 

    As communicators, we deal with data and analysis just as much as storytelling or content creation. That data can often be difficult to understand for a wider audience. Tools like infographics allow the communicator to take usable bits of information and translate them into something that is easy to understand.

    There are many reasons why visual aids are effective communication tools. A well-constructed visual can draw the receiver's eye in the path intended by the creator. The application of color in a way that enhances the text and information will draw the attention of viewers more quickly than a page of writing. People like to access information in the least invasive way possible, and, let's face it, infographics are fun. If you need one more reason to add visual communication skills to your toolbox, visuals help to create inclusivity in your audience. Visuals communication tools make the message easier for a wider audience to understand.

This video, The Visual Minute: What is Visual Communication, offers best practices and suggestions for adding visual content to communications.  

Text-based marketing campaigns have been outperformed by visually driven content for years, and brands can no longer afford marketing campaigns that fail to integrate quality visual content. Marketers must be able to guide their clients in creating strong visuals to achieve maximum ROI. - Erin McCoy, Killer Infographics (Council, 2017)

References

Council, F. C. (2017, December 21). 16 Skills Every Marketing Pro Should Master In 2018. Forbes. Retrieved November 11, 2021, from https://www.forbes.com/sites/forbescommunicationscouncil/2017/12/21/16-skills-every-marketing-pro-should-master-in-2018/?sh=22ca21df345b  

So, A. (2012, July 23). You Suck at Infographics. Wired. https://www.wired.com/2012/07/you-suck-at-infographics/