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The Psychology of Visual Content that You Must Know

Updated on April 16, 2018
Smridhi Malhotra profile image

Smridhi is a management graduate who has written not only on trending celebrity news but also psychology, health, and fitness.

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Studies show readers are 80% more likely to read content if visuals are involved. Add images to the infographic, and the statistics increase to 94% better viewing rates. That is just one of the reasons why your business needs infographics.

For young, cash-strapped businesses who are only beginning, infographics are a vital tool to generate traffic at an affordable rate. They are effective in grabbing the attention of your target audience and can convey masses of info with very little text. The color and the visuals do the talking, leaving a lasting image in the target audience’s mind.

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Color Psychology: How it works

If you were to hear or read the words, ‘red car’ for example, the first image that comes to mind is your version of a red car. For some it might be a Ferrari, for others, it might be their first red Beater of a Volkswagen.

Color is an integral part of marketing, playing a bigger role in influencing our decisions than we would like to admit. There is an area in marketing research which focuses on color psychology.

It examines how color influences behavior, decision making and also on value association. Major brands like Coca-Cola, Shell, Nike and many others have gone to great lengths to ensure that their branding uses the right color for the right market.

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What makes infographics so successful?

So how would one go about utilizing the power of color to increase traffic and leverage your content and products? People are visually oriented creatures and process the vast majority of information in the form of visuals. Apart from the fact that we process information visually, 93% of all communication is non-verbal. Visual stimulation attracts our attention, affects our attitude and enhances our emotions.

The visual nature of infographics makes them effective because of how our brains are wired. A person processes images 60 000 times faster than texts and utilizes half the brain in the process. This makes retention of information so much better and faster.

Information is presented in a simple and appealing manner and statistically, this allows people to respond more positively to the given information. The simplicity of the information increases the willingness to read by over 80%. Not only do more people tend to read the infographic, but they also recall the information easier.

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Simplicity is key, and for this reason, when marketers design their infographics, they tend to use minimalist graphics to tell the story. If the graphic is too busy, it could be counter-productive, and the reader might feel overwhelmed and stop reading altogether.

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How to use infographics in marketing

Visualizing content has been around for years and in many forms. Infographics add new dimensions in shaping what a user perceives and provides fresh context. The written text invokes certain images in the brain, but with infographics, those images can be tailored and shaped. By using certain visuals, infographics show relationships in data, hierarchy, anatomy, geography, demography and also chronology.

Without sifting through pages of text, the user can get immediate clarity on issues and form a more holistic image of the information that is presented in a fraction of the time it takes to read large amounts of text.

Shareability

New content gets added to the internet which is why creating stunning infographics alone is not enough if you want to market successfully. Research has shown that infographics are three times more likely to be shared than any other form of content on social media. For this reason, the infographics need to be made shareable.

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Brand Imaging

Infographics are highly versatile and can be created to fit the needs of any target audience. With an array of styles, fonts, color schemes and data visualizations, they can be designed to fit any brand. However, when it comes to branding, it needs to be consistent.

Your audience might already be familiar with a certain style of writing or imagery in the other forms of marketing that you use. This style needs to be carried over to your infographics to promote familiarity.

SEO Optmization

Search engine optimization is a fundamental element that needs to be built into your design to make your brand visible. However, seeing that infographics are essentially image files, normal SEO rules do not apply.

An important part of your infographic you might overlook is the file name. Search engines will scour the web in search of info and will scan the file name to determine what the infographic is all about. The file name needs to be concise, yet descriptive at the same time. The meta-description is also extremely important and describes what the infographic is all about.

Supplementing blog posts

A common practice in using infographics is to accompany it with a full-length blog post. The infographic will grab the attention of the reader, and the blog will then be used to elaborate on what has already been presented.

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Design

When you design your infographic, try and place the bulk of the text in the middle. It creates a subconscious frame around the actual information while the images and visual effects draw the attention of the reader.

Typography is the next element you need to pay attention to. When used creatively, it can leave a lasting impression. The written work needs to be done in a font that is easy on the eyes. The whole purpose of an infographic is to present info in a simple and understandable way.

Conclusion

When you think about how you perceive written text, your mind’s eye doesn’t make an image of a page or words floating around. Instead, whenever you hear words, your mind creates images.

Depending on the experiences that you’ve had in your life, your picture of the written text will differ vastly from the person next to you. The visualization of data works perfectly on the reader. This is where infographics score high and will continue to do so.

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