This post will explain and justify the value of PR’s crucial formula: Visual content + story telling = visual storytelling.
Today I will explain why visual story telling holds significance when practitioners in the industry state “What is effective communication without desired action from target audiences being the end result?”. Visual story telling is useful in generating a response from the target audience. This is because visual content captivates people and by integrating a main message into the visual through storytelling, a certain meaning and therefore certain emotion is created. This generates desired action from target audiences as a result.
Visual story telling contributes to the achievement of objectives. All PR people should strive for communication tactics to meet the objectives of an overall communication strategy. And by achieving this, communication should contribute towards meeting business objectives (such as remaining competitive by developing a loyal customer base who hold a desired perception of the brand). Visual story telling is a tool that use’s human nature to it’s advantage, therefore enhancing the ability of communication to achieve both communication and business objectives.As today’s industry has developed into a digital one, the penny has finally dropped. The science of the human brain has been considered within communication strategy to optimise the effectiveness and response from communication – 80% of human learning is visual and the human mind can process information 60,000 times faster. With today’s industry being becoming fast paced and increasingly competitive, it’s integral that communication strategy uses visual storytelling to capture and retain attention.
The video below states 5 best practises for visual storytelling along with justifying why each point is useful.
Below is an overview of visual story telling best practise examples (used in the above video)
1.) Be authentic: Dove’s #speakbeautiful campaign
2.) Be sensory: SquareSpace ‘details’ campaign
4.) Use an archetype: A good example of the ‘care giving role’ is shown by Robinson’s Juice in their ‘Pals’ campaign.
5.) Cohesion & consistency: A good example of this ‘The one day without shoes’ campaign by TOMS . A bad example of this is Rolex’s on line strategy.
Images used to create the video on this post: http://mohsenuss91.deviantart.com/art/Instagram-flat-icon-477579073 , https://www.flickr.com/photos/ajc1/8592708058 https://commons.wikimedia.org/wiki/File:Vine_logo.svg, https://www.flickr.com/photos/23963573@N08/3606295240 https://www.flickr.com/photos/simiezzz/4754492495, https://www.flickr.com/photos/grahamsblog/8900628106, https://commons.wikimedia.org/wiki/File:Bloomingdale%27s_Logo.svg, https://www.flickr.com/photos/44015204@N02/4049370828, https://pixabay.com/en/father-son-daughter-silhouette-310580/, https://www.flickr.com/photos/ummella/3961689186, http://sheepsound.deviantart.com/gallery/