Power of Visual Storytelling Rev 140618231154 Phpapp01 (1)

8/18/2019 Power of Visual Storytelling Rev 140618231154 Phpapp01 (1)

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187863969 / Thomas Barwick


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NewsCred has teamed up with

Getty Images to bring you the four

principles of visual storytelling —authenticity, sensory, relevancy & archetype .

Click here to visit the interactive microsite directly

NewsCred + Getty Images present The Power of Visual Storytelling

http://visualstorytelling.newscred.com/the-four-principleshttp://visualstorytelling.newscred.com/the-four-principles


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169874099 / ReeldealHD


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Never before has the human race been

better at spotting a fake. Getty Images

Director of Visual Trends, Pam Grossman,confirms: “The viewer’s eye has becomea lot more sophisticated,” and what it

wants — above all — is something real.


129748349 / Oliver Rossi


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In the age of the sele, people want something that speaks to

them personally. Images that come off as constructed, airbrushed,

or posed no longer resonate. People want the unpredictable, but

familiar at the same time. They want real, candid moments from

everyday life. Moments that speak to the human experience.

That’s the kind of connection that secures a strong and stable bond.

Authenticity taps into the passions and emotions of an audience,

letting them see something of themselves in the images and turning

them into eager advocates of the story you’re trying to tell. User-

generated content (UGC) reveals real people and places, meaning real

moments and emotions that establish a new kind of heightened

digital intimacy.

Articles that contain images get 94% more views than articles without.

Source: jeffbullas.com/2012/05/28/6-powerful-reasons-whyyou-should-include-images-in-your-marketing-infographic

94%



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So, how do you select authentic images for your brand?

First of all, keep it honest. It may sound obvious, but there

is tangible proof that real rules. According to the Wall Street

Journal, Olapic co-founder Jose de Cabo discovered that...

That’s something any marketer can get on board with.

Users clicking on photos ofreal life people are twice aslikely to convert to a sale.



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1B05370_0053 / BBC Natural History


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We spend our lives almost entirely

online, but most of us have had it up

to here with digital. People want to cutthrough the screen, and let themselves

be engulfed by visceral experiences.


474613519 / Jodie Griggs


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We want zoomed in, we want high detail; wrinkles, textures —

the nitty-gritty. We want to go beyond pixels, we want to smelland touch. A striking image strikes for just that very reason.

The more senses a visual is able to engage, the more attention it

receives and the more information is retained. Our minds are full

of an endless visual library, one that inuences everything we see

and how we see it. All-encompassing visceral exposure draws on

a viewer’s memories, past sensations and experiences, building

stronger connections in the brain.

Our culture has succumbed to information overload, but our senses

still yearn to be stimulated. What happens to real meaning in anage of digital excess? Technology has developed around us at such

a break-neck pace that few have had a chance to catch their breath.

But there is a growing clarion call to return from where we came —

we want the feel of handmade, we want the details of the precious

moments of our everyday lives. We want what’s real — or at least ,

what feels real.

40% of people will respond better to visual information than plain text.Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx

40%



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Can you taste the yolk of this egg?


168066978 / Dean Belcher


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Can you hear the trac of Times Square?

451834035 / Michael H



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Can you smell the fragrance of these lilies?

105471783 / Adrian Samson



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We’re fatigued by how digital life hasbecome,” says Grossman. Our culture

has become driven by informationoverload, but our senses still yearn

to be stimulated. What happens tomeaning in an age of digital excess?”

Pam Grossman, Getty Images Director of Visual Trends



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114891552 / Martin Schuh


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In every story ever told, a powerfulcharacter has fueled the narrative. These

figures embody an array of personas thathave remained more or less the same forthousands of years. Archetypes are written

in our DNA and are just as powerful today

as they were at the dawn of humanity.

173160722 / MoMo Productions



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They have been used as the main elements of s torytelling

throughout human history. Carl Jung, who was the rst to

explore and dene archetypes, believed that all of mankind’s

most inuential ideas boiled down to these character traits,

which allow us to use our senses to facilitate recognition and

foster connections.

The most relevant branding archetypes, for instance, are Caregiver,

Jester, Lover, Outlaw, Explorer, Creator, Hero, Magician, Sage, Ruler,

Innocent and Everyman. These have evolved from a traditional

set of classic characters and storylines that are still just as

powerful today and can be used as inspiration to build powerful

communication strategies. Through understanding the archetypal

stories that shape our culture and values, brands can create more

engaging content and better connect with their audiences.

83% of human learning is visual.Source: hp.com/large/ipg/assets/bus-solutions/power-of-visual-communication.pdf

83%



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The sweet spot happens when youfind an image that taps into something

ancient, timeless and universal, yet isincredibly contemporary.”Pam Grossman, Getty Images Director of Visual Trends

So then let’s ask ourselves, what does the modern woman look like?

Evolution hasn’t stopped — she’s different than she’s ever looked

before, and yet she is the same. Traditionally, she may have been the

Caregiver. Today, she’s a little bit of everything, all rolled into one.

Her complexity speaks to a broader audience, helping carry her voice

farther than ever before.



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1B011590_034 / BBC Universal


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We happen to be living through one of the mostexciting eras of history, and nothing reminds us

more of this than a powerful visual. This is anage of globalization and uprising, of revolutionand new ideals. Cultural relevancy is on every-

body’s minds and lips. That’s why it’s vital to

keep on top of the game and ahead of the crowd,delivering localized content in real-time.

483211641 / AAMIR QURESHI & Staff



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Today, we have nearly 200 years worth of

stunning photographs and moving images

that continue to construct meaning formoments gone by, giving them life long

after they’re gone. The difference between

a great photo and a forgettable one is an

instant gut reaction — you know it when you

see it. That’s why it’s vital to keep on top of

the game and ahead of the crowd, delivering

localized content in real-time.

Know your audience and trust them to open

their minds. When it comes to marketing,

viewers need to feel a connection with thebrand through some regional or cultural

relevance, while the brand maintains global

appeal. How can you choose visuals that

highlight regional culture while tapping into

global human values?

To connect with audiences, choose images

that capture a moment in real time and make

relevant connections with how we live ourlives today. The best visuals are immediate

and timeless effortlessly and simultaneously.

The image that speaks to each generation

is constantly changing, and visual producers

need to be on top of that evolution. What’s

coming next? How can you connect with

your audiences to anticipate the next

visual trend?

44% of users are more likely to engage with brands if they post pictures.Sources: fastcompany.com/3000794/rise-visual-social-media, slideshare.net/performics_us/performics-life-on-demand-2012-summary-deck

44%



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It’s necessary to take risks, even if theymay alienate some of your audience.

It’s always good business practice tobe progressive and assume that people

are going to catch up.”

Pam Grossman, Getty Images Director of Visual Trends



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Power of Visual Storytelling Rev 140618231154 Phpapp01 (1)

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