8.1: Why It Matters; The Power of Visual Media
- Page ID
- 134863
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)- Recognize the importance of visual media in communicating messages
Why is Visual Communication Important?
Visual communication involves using elements such as shapes, images, signs, typography, animations, and more. It helps explain information to an audience and improves retention. The human brain is programmed visually; it “processes images 60 times faster than text, and 90 percent of the information transmitted to the brain is visual.” [1]
A powerful tool, visual communication helps writers and speakers to communicate more effectively with diverse audiences and different generations. Since most people are visual learners, images can simplify complicated ideas and eliminate the language barrier.
Cave drawings show that prehistoric men used visuals to communicate. The simplicity of their designs helps us to understand their way of living, even without words. Fast forward to today where studies have reinforced the impact of visual aids:
- Only 70 percent of people understand medicine instructions in text form, but comprehension increases to 95 percent when paired with images. [2]
- People follow written directions 323 percent better when the images accompany the instructions. [3]
This data confirms that visual media can make your communication easier to understand. It also helps you to make a point and sell an idea. When listening to an oral presentation, 50 percent of an audience will be persuaded by the speech alone, but that number increases to 67% when the speech features visual aids. [4]
Consequently, visual media can make your communication more convincing. In a time where humans process more information than ever before, these trends are emerging:
- People are 80 percent more likely to engage with content when it features color visuals. [5]
- Facebook posts with images receive 651 percent more engagement than text-only posts. [6]
In addition to the benefits listed above, visual elements can also reduce cognitive load, the mental effort required to process information. Visuals reduce cognitive load by simplifying complex ideas, making them easier for audiences to absorb and retain information. Images bypass the brain's need to translate words into ideas, allowing for faster understanding and reduced effort. A well-designed visual element captures attention faster than text alone. Research shows that humans process visuals between 6 times and 600 times faster than text, making it an essential tool for effective communication. [7]
Visuals Improve Accessibility
Accessibility in business communication is especially important because it ensures everyone, including those with disabilities, can access and understand information. Businesses reap benefits when their messages are inclusive and able to reach a broader market. In addition, accessible visuals ensure that companies are legally compliant, minimizing risk.
Summary
Visual communications make messages more understandable, memorable, and persuasive. Businesses benefit from using visuals to improve engagement, clarity, and efficiency in communication, while also ensuring accessibility for all audiences.
Footnotes
[1] Eisenberg, Harris. “Humans Process Visual Data Better.” Thermopylae . September 15, 2014.
[2] Dowse, R. & Ehlers, M. (2005). Medicine labels incorporating pictograms: Do they influence understanding and adherence?, Patient Education and Counseling, Vol 58, Issue 1.
[3] Levie, W. J. & Lentz, R. (1982). Effects of text illustrations: A review of research, Educational Communication and Technology.
[4] Wharton School of Business. ‘Effectiveness of Visual Language’.
[5] Green, R. (1989). The Persuasive Properties of Color, Marketing Communications.
[6] Social Intelligence Report, Adobe Digital Index Q4 2013
[7] Matthew Dunn. Research: Is a Picture Worth 1,000 Words or 60,000 Words in Marketing? Email Audience. n.d.
- Why It Matters: Visual Media. Authored by: Freedom Learning Group. Provided by: Lumen Learning. License: Public Domain: No Known Copyright
- Why It Matters: Visual Media. Authored by: Rae Ann Ianniello
- Importance & Types of Visuals, adapted from Technical Writing, Technical Writing Essentials, and Fundamentals of Engineering Technical Communications; attributions below. Authored by: Susan Oaks. Provided by: Empire State College, SUNY. Project: Technical Writing. License: CC BY-NC: Attribution-NonCommercial
- Figure 8.1.1 : Distel, A. Person Using Both Laptop and Smartphone. Unsplash.com, July 24, 2019. https://unsplash.com/photos/person-u...ne-tLZhFRLj6nY