“We buy with our eyes” the circulating statement you’ve probably heard endless times, and might have rolled your eyes if you thought you landed on yesterday’s news.
So why pay attention?
Visual is no longer just a bunch of cool photos and videos of your product to assist your marketing and sales efforts. It’s a core component of your inbound effort. It’s the intentional strategy behind recreating the in-person experience through visual stimulation: how you communicate touch, smell and taste through sight to create an experience that resonates and connects with your consumer. Depending on how well your product visuals resonate, will determine if they buy.
As Millennials and Gen Z rise in purchasing power and authority in the workplace, the ability to combat the visual expectations of these generations on will only last so long. Brands will have to level up their visual experiences in order to stay afloat. After all they are the generation that began the visual movement in the first place and the reasoning is makes sense:
90% of the information sent to the brain is visual, and 93% of all human communication is visual (source).
The brain processes images 60,000 times faster than it does text. (Source)
65% of people are visual learners. (source)
With global ecomm sales projected to reach 6.54 trillion in 2022, elevated visual content is the core to creating engagement and experiences that lead to conversion.
Product visuals are the leading message to your consumer, everything else is to assist the claim already interpreted through your visual content. Rakuten Advertising summed up the importance of visual fluency with, “For millennials, images aren’t a distraction from the message – the pictures themselves are the message. Images are a language that millennials are fluent in. Translating your brand into images that speak to millennials is a key strategy to winning their business. (source)
This is no small task to achieve and takes a dedication and commitment between your sales, marketing and creative team to implement a well rounded visual strategy, prioritizing the significance this will play on your bottom line.
Lisa Monteiro | ND Studios Global, Visual Strategy