Words are important. Words are the marketer’s tool. Words are the primary way the majority of humans communicate.
But what if I told you that there is another method that is statistically proven to net greater results than words?
What if I told you there is another form of media that increases people’s willingness to read your words by 80%, or to retain information up to 65% longer?
It exists, and it’s called visual content, or simply color and imagery.
Okay, I know I wrote a bit of a sensationalist title, but this is actually one of the most important things I can teach you about marketing.
Written words are important, but humans have used iconography and imagery far longer than we’ve had written language. You know the phrase, “a picture is worth a thousand words”? It’s true.
Customers are more willing to trust and buy a product from an ad with a smiling person on the front. The picture says to the potential customer, “This is you, smiling and happy, without the problem that you have which was solved by our product.”
This is why marketers and brand strategists encourage companies to have pictures on their websites of smiling people who have just had a positive experience from the product or service. You can say it’s gimmicky, but the numbers don’t lie.
In 2014, Xerox released some statistics about color, and this is just one of their findings:
"Color increases readers' attention spans and recall by 82%. Safety notices, warnings and vital technical information are more likely to be remembered if they stand out in color."
I have a secret for you: marketing is all about psychology. The best marketers are simply experts in humans. Knowing how the human brain works is critical to reaching the people you want to reach.
Color draws attention. Imagery triggers memory. Attention and memory are the two most important parts of marketing a brand. You want to get people’s attention and you want them to remember you.
Words are incredibly important, and they can and will absolutely transform your marketing into a powerhouse. Imagine what your marketing could do with the right imagery!