Visuals in Marketing: Evoke Emotion, Build Trust, See Results

Wednesday, September 12, 2018

Studies in business and communications have repeatedly shown the importance of the use of visual media in advertising; content accompanied with images gets 95% more views than plain text without images. Current data shows when a person only hears information, 10% of them will remember this information within several days. If information is accompanied by high-quality images, 65% of people will remember the information in several days.

Here at Revamp, our videographer James Fischer earnestly supports the use of visuals in advertising. “We are conditioned, now more than ever, to accept messages through visual medium,” he says.

This is why marketers have confirmed the rising use of visual media in promotion; graphic elements spark memories and emotion, stick out more easily in people’s minds and can paint a story more effectively than text alone.

When asked about the role of video in communications, Fischer explained, “Video plays a more important role than ever in the way we communicate. Growing technology, social media platforms, and the rise of content creation has created a shift; short form video content has become more essential than the written word where evoking emotion is the number one priority.”

Visual elements build trust and evoke emotion in marketing

Evoking this emotion is not only effective in storytelling, but using these visual elements increases the authenticity of a brand, forging a relationship between brand and consumer that is based on trust. This trusting link is essential to gaining new customers and satisfying current ones.

Developing this trusting link depends on a brand’s ability to drive consumer emotion. Every decision is an emotional one; while logic may play a role in the decision-making process, purely logical decisions are only realistic in scientific and mathematical research. It has been proven that emotion will always have the final say in decision-making. People can always understand facts and figures but they need to truly feel something to dedicate to an important choice.

Neuroscientist Antonio Damasio studied subjects who had received brain injuries with one specific effect: all loss of the ability to feel emotion. Research found that these subjects’ ability to make a decision was seriously impaired; they could logically describe what they should be doing, but in practice they found it very difficult to make simple decisions like what to eat, where to live, etc. At the point of decision-making, emotions are extremely important as the differentiator.

Even with what we believe about logical decisions, the reality is that all decisions will ultimately be led by emotion. The emotion a consumer feels when they see an ad, recognize a brand, etc., is key to their decision-making process to purchase or not. People need to feel something before they make a decision with their money.

People buy from people; If a company wants a returning customer or dependable consumer, they need to provide an experience of trust and security on top of a good product or solid brand.

This is why marketers promote the use of visuals in business; visuals tell a story to forge an emotional relationship between the consumer and brand. The use of visuals deeply enhances a consumer’s perception of an ad.

Here are the facts about the use of visuals in media:

  • An audience will process an image or video faster than they can process or read text
  • Larger audiences can recognize and understand visual media better than text
  • Graphic elements stick out in people’s minds more easily
  • Images spark memories and cause emotion
  • Visuals can paint a story more effectively than text alone

These facts effectively culminate into these statistics: 74% of all social media marketers use visuals with the goal to promote their campaign. 37% of marketers confirmed that visual marketing really influences their business development. Facebook posts that contain images or video get 37% more likes than those that come without visuals.

The strength of using visuals is apparent. The effectiveness lies in a visual’s ability to paint a story that sparks memory and emotion, since it has been proven that emotion is the key to a consumer’s decision-making process. Using video, for example, in a marketing campaign forges a connection between consumer and brand that is familiar, confident and authentic.

Trust lies in authenticity

A consumer will be able to easily identify a company that does not have buyer needs as the top priority. This trust is crucial for a new buyer deciding on a product or brand as well as transforming a one-time buyer into a loyal customer. We know trust is important in business; it breaks down walls and provides a deep relationship between business and consumer, but how important is authenticity? Is getting your consumer to trust your brand enough to develop an audience with long-term value?

The truth is that brands can build trust without being authentic; often a company will claim that the consumer’s needs are the top priority when in reality money drives decisions. Company decisions have to be driven by the core values of an organization and the desire to help customers. This is the authenticity of a brand.

So how can a company practice authenticity? Empathy. Businesses can bear wholesome practices and see a plethora of success. A consumer will immediately be able to identify a company that puts their needs first over one that does not.

That’s why here at Revamp, we ensure trust to our clients by making sure our top priority is helping. It isn’t our job to make brands, it’s our job to grow them. That’s why when a company comes to us to market their brand, we never make an attempt to change their core values.

As marketers who seek the trust of clients and consumers, we offer solutions to business problems. These solutions don’t decide what is important to a brand but rather promotes their already-established values to endorse reliability. We seek to help companies in the best way we can, by offering them specific solutions that form a close relationship between business and individual. Using video specifically, we are able to cultivate such trusting relationships.

Practicing what we preach

“Revamp incorporates video in our list of services for clients, but we also use it to connect with them. Rather than being a faceless, voiceless entity, we turn the cameras on ourselves to build a relationship with potential customers," says Fischer.

Using video and putting a face to the name of Revamp is huge for our business-client relationships, “Other than just reading about how awesome we are on our website, using video allows viewers to relate to us as people and show that we have the same passions, concerns and drives that they do. This builds trust on a personal level that is key to the happiness of our clients.”

The dedication Revamp puts into building an emotional and personal relationship is mutually beneficial for our success and the success of our clients. It is most important to us at Revamp that we help our clients, offering strategic business solutions to their unique problems. Using visuals facilitates this process not only by connecting our marketers to our clients, but by connecting our clients to their consumers. Evoking emotion, building deep relationships and using empathy to create business solutions is the new wave of modern-day marketing.

Wednesday, September 12, 2018