One of the strategies that can be used to facilitate this communication is the use of images, as they help to convey information in a clearer, more effective and intuitive way than plain text alone. They are particularly effective when they act as a complement to written information, making the message more attractive, especially if the message to be conveyed is abstract or complex to understand.
These images have the advantage of being able to be reused in the different media used in communication campaigns. In this way, while the text can be useful in a brochure, and in this case the image will serve as a complement, in an advertising poster it will be the image that will predominate over the text. It is for this reason that we should not overlook the use of images that suit our needs and objectives, and that are in perfect symbiosis with both the text and the values, objectives and philosophy of the company, to avoid possible confusion in the receiving public.
Brand reinforcement
The use of images, as a particularly significant non-verbal communication element, can contribute very positively to reinforcing the visual identity of a brand and making it recognisable to its target audience.
Here we can emphasise the recurrent use of cheerful people in many communication campaigns, implying how much they are enjoying the product they are consuming. This type of image is especially popular among food companies such as Coca Cola or McDonald’s, or technology companies such as Apple, which shows clearly happy people using their technological products.
Persuasion
Images can also be used to persuade the target audience to take a certain action, either to buy a product or service, or to support a certain cause. They are a type of images especially used by non-profit organisations to facilitate the connection with their solidarity cause, as is the case with Save the Children, whose campaigns present children in high-risk situations or severe malnutrition to generate empathy with the target audience.
Emotion
The use of images as a corporate communication tool can be very useful in evoking emotions in the target audience, which can be interesting to convey emotionally charged messages or to generate empathy with the receiver of the message.
In recent years, we have seen a growing interest of many brands in linking themselves to social struggles, which is why their communication campaigns for potential customers include particularly emotional images. We can mention Dove and its fight for the acceptance of all types of corporealities, which has presented us in the last decade with images of women of very different heights, sizes and skin tones.
Clarity
We must not overlook the importance of the clarity of the images, as they must illustrate or facilitate the message to be conveyed, especially if the message is complex, or because the medium on which it is to be presented does not allow for the inclusion of explanatory text.
Simplicity
Along with clarity, the simplicity of the image is one of the key factors to take into account when choosing an image, as this factor will help the message to be better understood and, therefore, will make it easier to assimilate and remember. Complex or unsuitable images for the message can cause visual confusion in the receiver, which can generate rejection in the public and thus fail in the communicative intention.
Graphic designers are specialists in the choice of images adapted to the needs of a company to make communication with your customers clear, direct and in line with your values. Contact us and together we will find the images that best enhance your brand to attract the public.
