Post on 19-Aug-2014
description
!VISUAL !CONTENT!THEOREM
an unscientific analysis by the unscientists at
BRANDED
whopping numbers
3,000 pictures uploaded every second, +250 million daily
1.2 million photos per second.
There is well over
100 billion of photos on FB,
+100 photos per user.
80 million registered users
sharing
4 billion photos
4.5 million photos daily,
hosted
+100 billion
massive increase in photos
10% of all pictures taken by all humankind
were shot in the last 12 months
understanding “eye candy”
“studies suggest
that cute images stimulate the same pleasure centers of
the brain aroused by sex, a good meal or psychoactive
drugs like cocaine” Is your picture cute?
You’re playing with
pictures are distractive
The brain’s right hemisphere of image processing, feeling, and
excitation dominates the left hemisphere’s efforts to decode
text and then to engage in rational thinking.
what does it mean?
Our world is obviously hooked on kittens
A web stream of kittens got
10 million views within 24 hours
Why are pictures more powerful than
words?
than words
Pictures tell stories faster
than words
Pictures are more compelling
than words
Pictures are easier to remember and understand
Pictures evoke emotions better than words
Pictures are universal
but not communicators
Pictures are powerful symbols
words or pictures?
Words and images combined are !
5X more !memorable !
than words alone
Long copy outsells short copy: the right amount of copy and right photo!doubles previous result.
--- David Ogilvy
general rules
Make it stick! One main idea per picture
general rules
Make it simple! Stick to the 3 second rule: !If people won’t get your message by then, you’ll lose them.
general rules
Make it emotional! Appeal to emotions and people will remember longer
A picture says more than 1,000 words:
there are more nuances in a picture
than in a quote.
What comes first: quote or image?
our suggestion
Find a memorable image and let the words come to you
our suggestion
FUNNY CAPTION Sometimes you just don’t need one
what if the words are off?
ONE WAY!
ONE WAY!
what if the words are off?
Your text can support your !visual message…
Pigs
what if the words are off?
… or be !a “mismatch.”
Bacon
?
Well, It depends…
?
all good
pleasing +
supportive feel-good
congruence
all bad annoying
lame a.k.a.
too promotional
congruence
all good
smile +
positive association
odd +
funny
incongruence
all bad I incomprehensible
odd +
too weird
incongruence
congruence strategies
It’s all about selling !the dream and bridging the gap
Have a vision !of the life your customer tries
to live and portray that life through images
incongruence strategies
Surprise them ! Exceed it But don’t mess with them
Don’t forget: people will see the image first. There is an expectation.
Can’t find a great caption?
let the people speak!
CROWDSOURCING: Let them come up
with the caption and become part of the
success story.
or not…
It can go wrong! It usually happens !to high profile brands !with a large audience, !not to smaller businesses with a supportive !fan base.
Know your trolls and make sure they play nice!
focus on key visuals
LOOK!
A distraction!
focus on key visuals
Digital effects rainbow colors flash intros !pop-ups sliding carousels “click here” buttons often only distract !the viewer
focus on key visuals
Digital effects rainbow colors flash intros !pop-ups sliding carousels “click here” buttons often only distract !the viewer
Don't add more visual vomit to this pool
where should you share?
where should you share?
Meet your target audience on their turf. 50 clicks at the right place are worth more than 5,000 clicks at the wrong one.
Stunning visuals are
eye candy for the masses!
in conclusion
Stunning visuals are
eye candy for the masses!
So let’s all do it! Easy!
in conclusion
in conclusion
Nope. It’s actually really hard. You'll have to stick out of 300 million photos per day!
you wanna go for it?
Then bring it on! We can help!
sources
http://blog.kissmetrics.com/shocking-truth-about-graphics/
http://www.socialmediaexaminer.com/facebook-marketing-mistakes/
http://www.wnd.com/2002/06/14178/
http://www.huliq.com/10282/cute-baby-animals-and-babies-trigger-pleasure-human-brain-thats-addicting
http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/
http://wiki.answers.com/Q/How_many_pictures_are_uploaded_onto_facebook_every_second
http://mashable.com/2012/07/26/instagram-80-million/
http://www.slideshare.net/gapingvoid/gapingvoid-effective-visual-strategies-13968978