The power of imagery to transcend the boundary between the outside world and what is happening inside us is well known. Extensive research has demonstrated that viewing both real and imagined objects, pictures or scenes have almost identical properties in the workings of the mind.
Imagery in print works in a different way to verbal persuasion which is based on rational evidence or claims. In the verbal domain, there is always an implicit question as to who is speaking, are they an authority, and what is their motive and interest. Imagery in a printed medium on the other hand, appears to be objective, and is about experiencing something directly, for oneself, allowing them to construct their own reality.
Because a large percentage of the population learns through imagery and reading versus auditory cues, using consistent messages in your printed collateral through graphic design, advertising, illustration, tables/graphs, interactivity or animation is an important part of any brand building exercise. Strong brands “speak” with “one voice,” keeping their brand and message consistent. It also enhances readability and therefore, recall.
Using a combination of both written and visual communication, this strategy can be applied to nearly every marketing piece – from print advertising and collateral materials to brochures and annual reports, direct mail, conference handouts and banners, signage, newsletters, web communication and increasingly – tenders.
In fact, you can create synergy with the entire structure of your messages – using links and repetition – to create meaning and impact for your audience.