Say What

In the 1980s, the 3M Corporation conducted a study that revealed that we process visual information 60,000 times faster than text information. This has nothing to do with whether a person is a visual, auditory, or kinesthetic learner. It has to do with how we process information.

This is why it’s often recommended to blend pictures in with presentations, blog articles, and marketing materials.

Highly Shareable Images

This visual is one that is versatile and works well across all social media platforms. What’s more, when done well, the highly shareable image acts as a Call-To-Action, and entices people to click-through to your website or social media page to see more.  The highly shareable image isn’t the same thing as a meme in that it doesn’t necessarily have any value beyond looking nice enough to engage viewers to click-through to your website or social media page.  The purpose of the highly shareable image is to attract attention, not to share information.

Infographics

According to John Medina, information presented without graphics results in 10 percent of people remember the information 72 hours after exposure. However, when graphics are included, 65 percent of people remember that information 72 hours after exposure. Additionally, most people remember well past those 72 hours when graphics are included.

To this end, an infographic is similar to a highly shareable image in that it attracts attention, but the information shared is usually extensive hence the need for the flow through directions implied by the graphics.  Infographics are great for sharing a large amount of information in a short period of time in a small space.

Memes

Who doesn’t love that hilarious kitty cat meme?  And who doesn’t share that politically charged meme without adding further commentary to stir discussion on their social media platforms?  A few even share important facts by way of memes such as the one Missy Barrett created that has to do with a rare and incurable neuromuscular disease.

The purpose of memes is to catch people’s attention with a visual sound bite they pass along to others by clicking that “share” button on social media.  Something quick and easy like a well-written and well-presented meme usually has the power to be relevant for months to come, and won’t be dismissed or forgotten once the hot button moment has passed.  This is the beauty of memes.

Video

While some may argue that video is separate from pictures included in a presentation, video is a series of pictures on equal footing with the information being shared. In other words, when you have a good mix of photos, text, and music, a video becomes a compelling and memorable visual presentation that is remember well beyond the first 72 hours after exposure.

What’s more, a video can incorporate highly shareable images, infographics, and memes or can exclude all of them while focusing on the points the videographer and producer of the video wish to make.

Final Note

Regardless of what your products or services you have to offer, blending a visual component into your marketing and promotion portfolio is important to the success of your business.  It doesn’t matter if your customer base is primarily made up of visual, auditory, or kinesthetic learners.  What matters is that we process visual information 60,000 times faster than text information, and for that reason alone, having visual information included in marketing materials helps make your business and brand more memorable to consumers.