The importance of imagery and typography in marketing comms

Creative | 3 minute read

In previous posts, we’ve covered the reasons why you should use videoscase studies, and QR codes in your B2B marketing strategy.

Today, we’re focusing on two other assets from the marketing toolkit – imagery and typography – with a deep dive into how a combination of the two will help ensure that your content is impactful and memorable. 

Reasons to use imagery

There’s much more to imagery than stock photographs. Other image-based ways to showcase your brand and connect with customers include:

  • Illustrations: This popular way of presenting concepts visually can make your messaging stand out through the creative use of aesthetically pleasing colours and design
  • Videos: If a picture paints a thousand words, videos are priceless. That’s why no less than 90% of customers seek out and watch videos before making buying decisions 
  • Infographics: A great way to communicate complex messaging in an easy-to-digest format, infographics have been shown to increase understanding and enhance decision-making

Easy to digest

Research has shown that users only have time to read between 20 and 28% of the words on an average web page. We also know that the human brain is able to process images 60,000 times faster than text.

All of which means that using imagery in your marketing comms is more likely to make a lasting impact with your target audience.

Memorable

One by-product of processing images faster than text is that it makes images more memorable. In fact, three days after hearing information we remember 10% of it. However, if you add an image to that information, we remember 65% of it.

When it comes to effective social media messaging, imagery is key. 97% of people focus on visuals on Twitter and LinkedIn articles with eight images receive 160% more views.

Engagement

Being visual creatures, we have a natural proclivity to favour images over text. Plus, images have the potential to affect our beliefs, feelings, and behaviour. That’s why:

  • Posts with images lead to 650% higher engagement than text-only posts
  • LinkedIn posts with images receive two times more engagement than those without 
  • Twitter posts with images receive 35% more retweets on average than those without

What is typography?

Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed, according to wikipedia.

It includes the choice of typeface (e.g. font), letter spacing, and alignment. 

The benefits of typography

Attention-grabbing

The choice of font, font size, font colour, and layout can turn plain text into a visually appealing message. 

As well as being eye-catching, typography has the power to evoke emotions. For example, seeing a font that we associate with another time in our life can help connect the emotion to the brand using the font.

Aids navigation

Where fonts are placed (and the font size and colour) can be a strategic way to draw the reader’s eye towards the most important messaging.

Along with images, typography can be used to create a visual hierarchy and ensure that the focus is on the key areas. Typography is also a great way to break a message into clear sections to ensure the content is easy to navigate and digest.

Brand identity

Consistent use of the same typography will distinguish a brand from its competitors and become an essential part of their brand identity

That’s why many brands, such as Apple, the BBC, and Netflix, have created their own fonts so their typography can only be associated with them.

For more ideas and inspiration on how you can make your messaging stand out, take a look at our Creative & Design page.

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