The return to the visual was inevitable, really. Modern media demands it.
Communication as pictograms means we have come full circle — a return to a day when images provide the best way to satisfy the insatiable “need to know” while on the fly. We don’t catch our info while fleeing from woolly mammoths anymore. Instead, our big, hairy, audacious stressor is modern culture itself.
Words are important, but pictures say so much more when skimming the social streams and checking in with the myriad of digital devices at our fingertips. Coupled with the need to “tell a story” in order to engage and capture the imagination of our audiences, you can see why the visual has risen to such prominence in today’s business communications, digital platforms and overall marketing efforts.
“90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text.” ~ Source: 3M
More than ever, communications need to be crisp and clear — quickly and effectively repurposing themselves across an almost infinite array of media and digital devices, all with different screen sizes and technical requirements — changing on an almost daily basis. Even getting just a few words working in all these different contexts can be a challenge, but a simple visual or icon will work for them all.
Restroom symbols are what they are because “ya gotta go when ya gotta go” and nothing will get you where you gotta go quicker. Same with modern media.
Yet, with all this simplification of ideas down to visuals, are we compromising depth of understanding for practical convenience? Are we forever stuck in a type of Plato’s cave where all we ever see are shadows rather than true meaning? Can we stop for just a second and contemplate this notion? Please?
Thoughts as visuals. Every social media redesign makes the pictures bigger. Every logo redesign seems to bring us closer to the purity of a basic circle, square or triangle. It is part of the natural progression from complexity to simplicity. Our modern culture demands it, our overloaded brains require it, and science proves it.
You can choose to resist this reality or accept it, but you can’t deny that our world has changed and our communications have changed with it. We interact with content differently now. Or is it really just a return to the way things used to be?
If you don’t adapt and move your communications strategy towards the visual, you run the real risk of going unnoticed and unheard. You and your business will basically be rendered invisible.
The choice is yours. Fight or flight.
Photo of cave drawing from the Lascauex Cave, France.