Visual communication

What is visual communication?
Why is visual communication necessary?
What are the forms of visual communication?
How do brands use visual communication?
Disadvantages of visual communication

What is visual communication?

Visual communication is a way of conveying information using visual elements such as images, graphics, color, and shape. The language of visual imagery is intuitively understood by most people, which helps to avoid the need for translating messages. For example, a smiling person on a billboard can symbolize joy and happiness, while a heart symbol is associated with love and affection. Signs and indicators in airports help passengers quickly navigate the space, demonstrating how visual elements facilitate understanding and perception of information.

Why is visual communication necessary?

The majority of information about the world is received by humans through sight, and visual information is processed by the brain significantly faster and more easily than text. In 2023, visual formats such as video account for 65% of global internet traffic. Social media actively promotes visual formats like reels and stories. Users prefer to send emojis and stickers in messengers to convey emotions, which also highlights the importance of visual communication.

Brands use visual communication to solve various tasks:

Attracting attention: Bright illustrations and banners stand out among other visual noise.
Conveying emotions: Images and color combinations create specific feelings in viewers.
Psychological impact: Familiar images and symbols create associations and strengthen emotional connections.
Informing: Properly chosen visual elements help convey important product characteristics to consumers.

What are the forms of visual communication?

There are several main forms of visual communication, each with its own characteristics:

Graphic design: The use of images, colors, and fonts to create visual messages such as posters and logos.
Illustration: Drawings and photographs that complement text in articles, advertisements, and packaging.
Animation: Moving graphics used in commercials and short videos to attract attention.
Infographics: Graphical representation of data through charts and tables.
Video: Video advertisements and tutorial videos that help convey information more effectively.
Interfaces: Design elements of programs and applications that help users interact with the product.

How do brands use visual communication?

Brands actively utilize visualization for selling products and services, creating an image, and attracting attention. The main elements they use include:

Corporate identity and logo: Corporate colors, fonts, and composition rules that form a unique image of the company.
Advertising: Videos, banners, and posters that convey the main characteristics of the product.
Packaging: Packaging design that creates the first impression of the product.
Website and application design: Interfaces that match the corporate style and support the brand image.
Retail design: Sign and window display designs that attract customers' attention.
Training: Graphic instructions and video tutorials for new employees or customers.

Disadvantages of visual communication

Despite its advantages, visual communication also has its drawbacks. The main one is the high cost of creating unique visual content. This often requires the services of professional designers or contractors. It is also important to consider cultural differences, as colors and symbols can have different meanings in different countries and social groups. For example, the color white may be associated with purity in one culture and something negative in another.