Imagine having to read through a 50-page report. For most casual readers, that is a load of tedium. Wouldn't you be more interested if it was produced as a piece of visual content, i.e. infographic? The human brain acts in a way that it processes visuals much faster (60,000 times!) than text alone. Visuals have a higher chance of being recognized and recalled, so Singapore marketers must strive to produce visual content as a habit if they want to tap on more content channels.
“Words are processed by our short-term memory where we can only retain about 7 bits of information (plus or minus 2). This is why, by the way, that we have 7-digit phone numbers. Images, on the other hand, go directly into long-term memory where they are indelibly etched.” (Burmark, 2004)
Besides adding value to your audience by delivering attractive, engaging and memorable information, the use of good visual communication can also in turn spread brand awareness and allow others to recognize your brand at a glance. This immediate recognition is crucial in today's crowded media environment.
It does not mean that you will automatically gain awareness and recognition with just any image or graphic, not even if you include a lot of them. Having an effective piece of visual content does not only rely on your core message and interesting facts and findings. The key factor that will determine the success of your marketing strategy is to have a good design for your visual communication. A poorly designed or visually bland piece of content will hold little value and not create much impact towards your readers. In the event of incorrect data, confusing graphics and layouts, it may even bring about negativity towards your brand.
To avoid such risky situations, these are 10 best design practices that you should take note of when working with visual communication. Following these points will ensure that they are effective, creative and speak of quality.
1. Typography: All fonts should be legible and readable for what you are trying to bring across.
2. Colours: Use no more than 5 colours in a single layout. Alternatively, you may use different shades of one colour to differentiate.
3. Iconography: Use of icons is good as it allows your readers to better understand the content. However, they need to be simple and easy to understand, and not distracting.
4. Callouts: Only use callouts when drawing attention to key information.
5. White space: White space is important. When too much information is cluttered in a restricted layout, messaging becomes incoherent.
6. Illustration: Illustration should match with the content.
7. Layout: Present content in a manner that directs your readers through a logical hierarchy. It helps to maintain consistency.
8. Comparison: Present data in a way that is easy for your readers to compare values.
9. Accuracy: Data and information should be accurate. Inaccurate representations can deceive and confuse your readers.
10. Simplicity: Keep designs simple. Avoid unnecessary illustrations and designs that are impractical and messy.
These 10 tips should get you started if you have never tried supplementing your content with visual stimuli. Get cracking and see your readership skyrocket and your leads pour in!
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