(The 3 Super Powers of Visual Communications... a.k.a. Why Visual Communications in Business)
We live in a world of information overload. But this isn’t news to you, is it? I’ve read that the average person receives 5 times more information than we did back in 1986. In fact, we are exposed to the equivalent of 174 newspapers worth of information per day. It’s mind-boggling just thinking about it! And this isn’t just our personal Facebook accounts, but in our corporate lives, we have an endless supply of incoming messages and documents to review.
When I reflect on my past corporate life and the numerous documents and reports my team and I created, I recognize that the most effective pieces were definitely not the lengthy documents in size 10 font of black letters on a white background. No. The effective pieces were the ones that leveraged the power of visual communications.
I’ve since gained a deeper understanding that visual creating tools possess “super powers” whether they are electronic or pen and paper. This is why I say, “All Hail to Doodle Power!”
Doodle Power = The Power of Visual Communications
= Why Use Visual Communications in Business
I believe that there are 3 "super powers" that visual communications have that make them powerful when driving change:
Super Power #1 – Speed
Research shows that:
- visuals are processed by the brain 60,000x times faster than text
- the average modern adult attention span is less than 8 seconds
Take a moment to really reflect on those statements. In our crazy-busy world, we need to be as efficient as possible with getting our message across, as we have less than 10 seconds to capture someone’s attention.
Super Power #2 – Recall
Studies show that after two weeks, only 10-20% of text or spoken word is recalled. Those same studies show that with visual communication, 50% of content is remembered. With typical monthly written updates, it figures why things aren’t remembered!
Super Power #3 – Persuasive
In order to be persuasive, you need people to read what you’re trying to say. Researchers have found that colour visuals increase willingness to read by 80%! Research also shows that by adding images to text, people are more likely to believe the text without any sort of fact-checking. Social media posts with visuals get up to 180% more engagement than those without. If your goal is to get more people engaged with the content you’re sharing, then the power of visuals can not be ignored.
As changemakers, in our crazy-busy, information-overwhelm world, we have a challenging road ahead of us, in driving the change we seek. But, if we leverage the super powers of visual communications, we can move forward faster.
Interested in listening to an audio on this topic? Then click here to listen to the podcast episode.
If you are keen on the research I mention above about the power of visual communications, check out these articles:
Also, If you are keen on another super powerful communication method that I am really super excited about as a changemaker, then check out my article on the power of storytelling by clicking here. To me, when we combine the power of visual communications with the power of storytelling, the impact we can have is supercharged.