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Fundamentals of interactive visual content

Picture of Kellie Elmerraji

Kellie Elmerraji

We have created a mini blog series for people who could not attend our interactive visual content workshop at Towson University. Our Creative Director, Darren Easton lead the session with Jeffrey Davis, former chapter president of PRSA, and other design and social media experts from our team.

But before we begin, did you know?

  • According to Kissmetrics, content with relevant images gets 94% more views than content without relevant images.
  • Infographics are Liked and shared on social media 3X more than other any other type of content.
  • Infographics were the B2B content marketing tactic with the biggest increase from 2014 to 2015, up from 51% to 62%.

Let’s start with understanding the fundamentals of visual content…

Before you begin, it is important to identify the strategy behind the visuals. Before you begin, you should understand the:

  • Objective: Setting objectives allows your organization to gauge the success of your visual communication initiatives. It also helps you focus on the greater purpose of your infographics—the business outcomes. Whether you are trying to highlight your thought leadership, create brand awareness, increase web traffic or explain a complex topic, it is important to know what is trying to be accomplished.
  • Messaging: Make sure each element of your marketing campaign drives home a consistent message to reach the objectives listed above.
  • Target audience: It’s crucial to clearly identify who you are trying to reach from a demographic and psychographic standpoint, to help develop key messages and to identify the best communication channels to reach them.

visual content creation

Without a solid strategy that incorporates your objective, messaging and target audience, your visual will not be as effective. Especially considering that the average attention span of humans is now less than a goldfish. According to a new study from Microsoft Corp., people now generally lose concentration after eight seconds, highlighting the affects of an increasingly digitalized lifestyle on the brain.

Considering this disturbing piece of information, it is essential to develop conceptual images. Make the image show the message and avoid writing a paragraph of body copy. Here are some examples:
visual content creation      visual content creation


And when you are designing your visuals, don’t forget that you need to design according to format. Unfortunately it is not one size fits all. It’s not enough to have your design team create an image for your campaign. They need to think about where the image will be placed and how it will be used. Using the campaign below, our design team had to make different iterations of the campaign concept for email, social media and the website.

final-val-concept_2               Valentine's Day Email        Valentine's Day Sweetheart Package

There you have it. Those are some fundamentals to keep in mind when it comes to interactive visual content. Our next blog in the mini-series will cover everything you ever wanted to know about creating and designing infographics!

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