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How to use visual communications in your marketing strategy

By 29 June 2020April 21st, 2021No Comments

Creating high-quality visual communications it a bit more challenging than focusing on text such as emails, articles and long-form social media posts. You may need the services of a graphic designer, animator, photographer or videographer to ensure your visual communications deliver the impact you desire.

But it will be well worth it!

Visual communications graphically convey important messaging and information in a highly effective and engaging way. Done right, they first capture your audiences’ attention by standing out from the vast amount of content online. Secondly, they communicate key information quickly and in a way that’s easy to understand and retain. Infographics, data visualisations, and other visual content helps us read, share, and remember facts, stats, instructions and brand messages much more effectively.

According to E-Learning and the Science of Instruction (by Dr Ruth Colvin Clark and Dr Richard E. Mayer) text combined with imagery improves comprehension by as much as 89% – compared to text alone.

How can you incorporate visual communications in your marketing strategy?

The 5 steps below will help you develop a visual-first approach to marketing:
  • Identify content that lends itself to visualisation

Statistics are a good example of content that’s ripe for visualisation. Data is always more easily understood when visualised in a graph, chart or other diagram. But don’t be limited to conventional data visualisation techniques, make your stats pop by using animation and typography to have more impact.

Facts and quotes work well as visual communications, especially in a text heavy document like an annual report or white paper.

Processes and timelines are also great candidates for visualisation. An infographic or animation that takes viewers on a journey is much more compelling than text explaining a process in steps or chronologically.

  • Develop your brand’s visual style

Taking your existing brand style, develop a toolkit of visual elements that can be used across different assets. You may need to design new iconography to reflect the types of information your visual communications will share. Use these consistently to enhance your brand identity.

  • Choose the right visual communications techniques

There are lots of different ways you can visually represent information, but some are more effective for certain types of information than others. Not everything needs to be turned into an infographic! Some content works better as imagery, other information can be more clearly communicated in an explainer video or animation, whereas other content is best shared in the form of a chart or graph.

  • Share the right visuals on the right platforms

Different social media platforms, and your internal off and online platforms, are best suited to certain types of content. For example Facebook users engage better with lifestyle focused imagery and pictures of real people. Whereas on LinkedIn, users like to cut to the chase with facts and figures delivered in a clear and memorable way, so graphics and short animations work well on this platform.

  • Optimise your visual communications to each platform

Effective visual communications can be quickly read and understood by their target audiences, so don’t fall at the last hurdle by sharing content in the wrong format for the platform. If posting on Instagram, images and graphics are square so make sure yours are too so you don’t risk cropping out important elements. If sharing video content on any platform, upload it directly to the platform rather than sharing a link to YouTube or Vimeo. This way your video will start playing in your target audiences’ news field, instead of them having to click on a link to watch your content.

To learn more about visual storytelling and why visual communications are significantly more impactful than other forms of comms, read our blog post here >

If you want to discuss how to incorporate visual communications into your organisation’s marketing strategy please get in touch. Email us at or call on 01252 717707. Our portfolio page can be also found here:

Caroline Edmonds

Author Caroline Edmonds

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