The Power of Words in a Visual World
Last week we discussed the value of images. Specifically, the value of the moving image and how it has the power to attract today’s audiences far better than any other platform of media. (Read the full article here…)
Today, as a direct response to that article, we’d like to discuss why we still believe there is a place for the written word in a world that has quickly become visually reliant.
… And how, more specifically, both resources can – and should – be used in a successful marketing campaign.
Things Are Not Always What They Seem
There’s no denying that images are powerful tools. In fact, they say an image is worth 1000 words.
If this is so, then what place does the written word have in a world full of visual stimulation?
Well, here’s where we get to lay out our argument…
Take a quick look at the photo below and make note of what you first see:
This is clearly a couple of vehicles sitting beside one another, right?
Not quite…
If you look closer, you’ll see that this is in fact one vehicle (a van) with a smaller sports car superimposed on its side, advertising a company that sells vehicle wraps and banner displays. (Don’t worry, we didn’t see it at first either.)
Let’s move along to example #2!
Take a look at the photo below and make note of what you first see:
Now, at first glance, you might take a look at this photo and think this guy got his hand caught in the cookie jar one too many times.
It’s not until the viewer takes a closer look at the photo that we see what appears to be his bandaged limb is actually the female’s left shoulder and arm.
Yet another example of image trickery working overtime to make us even more confused than we already are.
Now, I know, I know, we need to get to the point here. But let’s do one more just because we’re having so much fun!
Take a look at the photo below and make note of the first thing you see:
Now what do we have here?
Is this what Jurassic Park would have looked like on the Planet of the Apes? Or perhaps this is King Kong’s grandson?
Upon first glance, it appears this giant primate has some ferocious plans for that little car.
It isn’t until we look a bit closer that we realize the animal is sitting on another car’s windshield closer to the camera with another car in the background, thus providing us with a fun – albeit terrifying — optical illusion. (And some great blog content!)
Now, what’s the point of all this?
Well, there’s two reasons we bring this to your attention today.
The first is because we think it’s just fun!
The second – on a more serious note – is to show the value of the written word.
Though many of you may have seen the image trickery right away, there were certainly at least a few of you who didn’t notice it until we explained what it was you were looking at. And THAT is where we begin to see where words can be an asset.
If you’re working at a marketing firm and want to promote a customer’s product, an image is a great way to grab someone’s attention. On the other hand, an image can sometimes misrepresent or give a conflicting impression of your original intentions.
That’s why it’s important to use words… To give your content CONTEXT!
An explanation (however brief) of what your intentions are with your visual promotion, putting your audience in the right mind frame when taking in your content, is just the type of insurance policy a marketer may need should their content not have the power to speak for itself.
After all, people perceive things differently. As seen in the example above, one person may see one thing, while another may see something in a completely different light.
And that’s where the written word can help… To make sure YOUR message is what is seen by customers and not some misrepresented illusion.
The Wrap Up
Just because we live in a visual world that doesn’t seem to value the written word anymore, does not mean we have to choose between the two mediums.
In fact, much like we see in the adoption of automation in the workforce, there is a world where these two useful tools can coexist.
… And though today’s audiences have much shorter attention spans than most, it is none the less important – as marketers — to take advantage of the many creative tools at our disposal to gain the attention and trust of the people we’re trying to win over, YOUR CUSTOMERS!
After all, a picture may be worth a 1000 words, but that doesn’t mean those 1000 words can’t be twice as effective.
(*Note: We’d like to thank 50 Nerds of Grey for providing us with today’s images. If you’d like to check out more of these optical illusions, feel free to visit their site by CLICKING HERE!)
P.S. If you’re interested in learning more ways a marketing team can help your business by combining the tools of yesterday with the methods of outreach of today, then make sure to give Rain Digital a call.
Our team’s years of creative marketing and promotional experience could be just what your company needs to transform into the success story you’ve always known it could be!
