A picture is worth a thousand words. It's a lofty phrase, but whether it is really true? I believe you come up with words a long way, otherwise I would not be writing this text. But I am quite convinced that images must be a crucial part of any communication strategy. Because whether it's a B2B company, an institution or a large supermarket concerns: everyone benefits from clear communication. And why is good material indispensable?
First impressions are crucial
Five thousandths of a second. As long web designers to have to make a first impression. And it's so pure to look, because at that time visitors can not possibly use the site.
The lasting effect of the valuation shows that visitors unconsciously attach more importance to visuals than usability. Through the so-called "halo effect" that first impression often even has a positive impact on later behavior. This confirms the importance of good branding and design, which are implemented consistently.
Image is faster than word
"Take the third largest screw with ridges and screw it at 15 cm from the top on the right in the closet, but be careful here, however, that you do not put the other the partition." Clearly, Ikea uses nothing for nothing exclusive illustrations and instructions , because users want to see at a glance what is expected of them.
With an image can often communicate much faster than words. Not for nothing online the same principle applies. In a world of rapidly shifting consumer's image proved indispensable. Of course, you are lyrics like a house, but with a good photo or illustration, it is immediately clear what you have to offer.
Visual intelligence rises
Did you know that there is such a thing as a visual intelligence? We use this to interpret symbols and imagery. This is especially in the service of great importance, because it is quite pleasant for the safety that everyone understands what the different signs. But it is widely used in other areas, take the signs for the emergency exit or the marks in your browser.
A house often stands for "home page" is not obvious, yet understand almost everyone. The average intelligence in this area over the past 100 years increased substantially . It offers many possibilities for visual communication. The explosive increase in the use of emoji and other emoticons here are the first visible effects.
B2B want pretty pictures
In a white paper, you can share a lot of valuable knowledge. But B2B visitors take increasingly prefer visual expressions . Many users simply do not have enough time to take a comprehensive text. Moreover, the increasing use of mobile devices reading long texts not attractive.
There is still much progress in this area. It appears that 95 percent of desktop users looking business content regularly , compared to only 56 percent of the mobile phone and 42 percent of the tablet. Such rates provide room for improvement.
Visuals have more impact
Thanks to the picture superiority effect keep pictures hang better than text. So it appears that people remember only 10 percent after three days of a spoken message. In conjunction with image, there remains, however, 60 percent of the hanging. Therefore lend animated infographics suited to communicate complex business information.
And it may come as no surprise, but infographics also have a good share . Thus infographics on Slideshare average four times more shares than presentations and relative documents even 23 times more. More reach and more impact overall.
What about in practice?
Of course, a text asks as above to produce a visual variant. Therefore we have developed infographic below, in which the main points are displayed.
And as an experiment shared this post through social media in a textual and visual variety. Thus, we can themselves identify what kind of information works best. Soon we will come up with the results.
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