Visual Storytelling: Truly connect with your audience

Have you asked yourself why many brands incorporate images into their marketing presentations?

Studies have revealed the human brain exhibits a much higher response level to images than simply through text alone. This is precisely the reason professionals are utilising this strategy to create highly interactive and engaging presentations.

Your target audience is poised to form their own first impressions and interpretations based largely on the visuals you include in your content. Therefore, I cannot stress this enough; prior to preparing your visual imagery, it is so important to ask yourself ‘what impact do I want my presentation to have?’.

By contemplating and understanding the answer to this question, you will be able to establish what sort of images will create the appropriate connection with your audience. When audiences experience a visual connection, they’re more likely to identify and engage with your message.

So, to ensure your images are being as impactful as possible when constructing your next presentation, make sure you consider the following:

3 Tips to utilizing images in their most impactful way

  1. Tell your Story through the Image

Visual storytelling helps you to connect with your audience and tell your story in an interesting yet informative way. So long as you choose images that align with your content, you will have a greater chance of  your audience engaging with your intended message without relying simply on reading the text.

In a professional sense, images featured in presentations should encapsulate the value of the content to its intended demographic. For instance, if you’re advertising a given product, images of the product being used by satisfied customers will help a customer attribute value to your product.

  1. Utilise images to add authenticity

It is important for audiences to be convinced that what they’re seeing is real. Since we’re living in an era where consumers are visually driven, images are a core aspect for any form of communication. Allow your images to affirm to the audience that what you are saying is not just worth listening to, but more importantly, worth remembering.

  1. Let your images trigger an emotional response

Audiences nowadays long for real and candid moments and not run-of-the-mill, standardised template image presentations. Good images are not only pleasing to the eye but also play a big role in stimulating the senses. Images extend beyond serving as a medium of communication; they emphasize modernity, evoke nostalgia and create warmth. So, when preparing a presentation, utilise images to capitalize on your audience’s emotions as a way of imparting your message.

For some wonderful examples of how images can tell a story and elicit change, watch the following TED talk by Jonathan Klein entitled: Photos that Changed the World.

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