Your business information is very important but the way that you reach it to your audience is even more. Nowadays images surround us and it transmits a message that it’s very easy to understand. For example: would traffic signals be equally effective if we put it in a text? Most people haven’t time to read and may lead to persistent mistakes. A dangerous way to convey rules and information. Think about that for a moment…would our company be in danger if our communication was not right? No doubt it is.
Use visual information could exponentially increase the benefits of our company for several reasons:
1. Visual information is much more persuasive than a simple text. The Wharton School of Business conducted a study in which they experimented with a particular audience. After pertinent evidence, concluded that 50% of the audience was convinced of the message when the information was presented verbally. However, 67% of the audience being satisfied only when this oral presentation was added visual information.
But the visual information is not only persuasive: use of colors, graphics and forms attract more attention and makes it easier for the public to remember the information. An example could be a TV ad: we remember many ads because the images attract our attention. We must always remember the study showed that people remember 10% of what they hear, 20% of what they read and 80% of what they do and see.
2. Visual information has viral potentiality. The information is very important to your company getting big profits. The infography gives us the ability to share it on social networks, so it has viral potentiality. The image is much easier to process and share: 40% of people respond better to visual information than a text. Introducing visual information will generate much more traffic to your website and the links with your followers become stronger. Facebook already tested this: One month after including the visual content, photos and videos on the pages of this social network, the engagement was increased by 65%. A well-constructed graph encourages people to share in their social circles and it provide a backlink to your business website or blog. The Social Media Marketing Industry Report showed that, publish pictures on Facebook recorded, on average, 53% more interactions than the rest. Maybe that’s why Google+ is now giving more space to the image in their publications.
3. Visual information has global coverage. Infographics are universal, everyone understands it in spite of the language of each. The designer David McCandless says that “it is true that not all cultures attributed to the colors the same ideas or feelings, but there is a visual language, depending on the size or the distance between objects, the trajectories of the lines, etc..that it’s universal”.
4. Visual information positions you as an expert in the area. The infographics deal with themes associated to your business, so a great knowledge of the subject is required to be treatise. These graphics create brand perception and “knowledge”. The investigation it’s essential to position yourself as an expert in the area.5. Visual information provides more credibility to your business. Stanford University published a study on how to increase the credibility of a website, which interviewed more than 4,500 people for three years. The result was decisive: 46.1% of those interviewed supported that a business that has good visual information was for them more credible. And that’s not all: 28.5% believed that the credibility also depends on the design of information and the structure in itself.It’s for this reason that Google’s ZMOT 2012, recommended: “We must help our customer to buy by the eyes because the visual surronginds increases the credibility of the product and the brand.” The conclusion is clear: if a company fails in the visual information, it is not surprising that their customers leave your website and look for other information sources.
These are some of the reasons to use visual information, but there are many more. If we want to cause a strong impression the first thing to do is to differ ourselves from our rivals.
David McCandless: “Information is Beautiful”
Paul Martin Leste: “Syntactic Theory of Visual Communication”
Social Media: “Social Media Marketing Industry Report”
Jason Lankow: “Infographics: The Power of Visual Storytelling”