Scientific Reasons Why You Should Focus On Visual Communication
Numbers don't lie.
When it comes to connecting with people, visual content drives engagement.
I've compiled a short list of scientific reasons why you should care about how your content is presented, and how visuals effect the success of your project.
1. Your brain understands visual information better
Humans have been communicating for over 30,000 years, and text based communication is relativly new for us, having only been around for 3,700 years. That means for the majority of human history, people have had to communicate without written words, meaning our brains have had plenty of time to master visual messages.
In fact, 90% of information that comes to the brain is visual, and 40% of people will respond better to visual information than plain text. Not only that but the human brain processes visual information 60,000 times faster than text.
Because our brains have to work so much harder to process text, the average person only reads about 28% of the words on a web page. Crazy!
2. Visual information is WAY more effective
According to the National Center for Biotechnology Information, a persons average attention span is only 8.25 seconds - which is less than a gold fish (at 9 seconds) and significantly down from 2000 when it was 12 seconds. This means that the initial impression of any piece of content is extremely valuable. Publishers who use infographics grow in traffic an average of 12% more than this who don't.
3. You'll be trusted
Converting information into visuals, or including quality visuals into your projects will increase your brands credibility.
Research conducted by the Stanford Persuasive Technology Lab found that people quickly evaluate a website by visual design alone. Of the 2,440 people in the survey, 46.1% of them used the design of the sites as their main criteria for discerning the credibility of a company.
That completely blows all other criteria people use to judge credibility out of the water.
Focus on the visuals
No matter the project, remember you're communicating with people, and people are visual creatures. The images and visuals you use will have a big impact on your business.
Get in touch to discuss how we can increase your projects effectiveness with custom illustration and design.
This article was inspired by and is an accumulation of the following articles: Do Visuals Really Trump Text, The Power of Visual Content, and 19 Reasons You Should Include Visual Content in Your Marketing