In previous discussions on storytelling and creative content, we’ve already touched upon brand building and trends. In this post, we will specifically focus on visual elements, one of the most important and dynamically evolving areas. Visuals play a crucial role in shaping brand identity and fostering consumer loyalty. Let’s explore how visual storytelling can define our brand and why it deserves special attention in strategic discussions.
The Power of Visuals
The power of visual communication lies in its ability to quickly and effectively convey messages. This can range from extreme to more subtle cases. Before delving deeper into the topic, let’s consider one of the most frequently mentioned myths, often taught in universities, related to Coca-Cola. In 1960s America, an “experiment” was conducted where messages were flashed onto a cinema screen every five seconds, just long enough – a fraction of a second – for viewers to not consciously perceive them. According to legend, this increased Coke and popcorn sales by more than 18%. Later, several similar experiments failed, and James Vicary eventually admitted his trickery: he hadn’t told the truth. Subliminal advertising in its “raw form” doesn’t exist, as research and subsequent failed experiments have shown, although it can influence our preferences.
Visual Sensitivity Among Younger Generations
The 18-25 age group is particularly sensitive to visual stimuli, as they have grown up in the digital world. This sensitivity extends up to the 35-year-old demographic, for whom images, videos, and graphic content have also become integral parts of everyday life.
Who Can Be a Credible Source on This Topic?
When it comes to visual storytelling, National Geographic is undoubtedly a master of this genre. Their images and videos are not only stunning but also evoke deep emotional responses while showcasing the world’s beauty and problems. This visual richness and emotional depth help them remain credible to both the general public and the industry. Their projects are not only visually captivating but also bring serious issues to light that we need to address.
In the second part of our blog post, we will continue exploring the relationship between brand identity and visuality, examining their connection and essence.
Who do you think of as a credible content creator? Is there an advertisement/image/graphic that has remained memorable to you still to this day? If so, which one?
