People are reading a lot less.
It is slightly contradictory that the topic of this article is how visuals are often better than text at communicating information, and yet here we are, wading through some text together… And I say we, because we have entered into a strange contract – me as the writer with something to say, you as the recipient, trying to make sense of what the message is. It’s hard to replace text when you want to communicate details, but if you want to grab the attention of your audience, give them a feel for what the information is, rapidly convey a concept or idea, or just communicate in a different way, there’s nothing like a visual image.
Research shows that people are reading a lot less, for many reasons.
Information overload is all around us – at work and at home. When was the last time you read every single line of Apple’s privacy T’s and C’s? Or read the instruction manual on a new gadget fully before you used it? Even this article, two paragraphs in, will have been too much for some people and they will have stopped reading and moved on. (If you are one of them, it’s probably too late to say goodbye, but we hope you come back soon…) We are all busy people, and the countless apps and programmes and systems and processes that are meant to make things easier can just add their own noise. We have stuff to be doing and if we need to know something, we will spend as short a time as possible finding it out. So, if you need to communicate something, it needs to stand out from the rest of the clutter of daily life.
Studies have shown that we only retain around 20% of things we read.
That means that for every five paragraphs you write, only one will be remembered… that is, if the recipient has time to read it in the first place… So, as we reach paragraph number three, the irony meter goes off the scale… but for those of you who do like to read, thanks for making it this far!
37% of the population are visual learners and visuals can be processed at 60,000 times faster than text. Here’s an example. If you look at a picture of a ham and mushroom pizza, you get what it is immediately. If you got a list of words describing the pizza, it would take you a bit longer to work out what was being talked about. And yet, often the default attitude in business is to tell you about the thin slices of Parma ham and the type of mushrooms used…
Visuals are also great at getting both parts of the human brain to work together.
They encourage collaboration between the logical and more cognitive left side of the brain, with the more creative and intuitive right-hand side. But enough describing pizzas. Look at the picture.
Just don’t think about how much time you would have saved if you’d looked at it first…
If you want to tap into our visual storytelling skills then the best person to contact is our resident visual creator Alana. Contact her on firstname.lastname@example.org or by calling the office on +44(0)1926 311347 and asking to speak to the Award Winning Visual Creator.