Seeing is Believing

Much can be inferred from the advertisement above. It manages to speak volumes while only utilizing one word. 

How is this possible? - You might ask

The answer:

Visual Communication

Visual Communication is powerful. A popular cliché goes “A picture speaks 1000 words”, which can be true. Yet, the cliché fails to mention that these “1000 words” are capable of transcending language.  

Creativity, Imagination, Innovation are all words that might come to mind when viewing the above image. Since they are inferred, the message does not have a set language. A person who speaks English will deduce the same message in their own language. Because of this, one could argue that visual communication is more effective than written communication. 

Not to Fear: Symbols are Here

Imagine waking up in a foreign country, all the signs are in an unidentifiable language. While at first it may seem like finding your way home (or at least to a place that speaks English) is out of the question, this is where symbols save the day. A symbol of a bus or airplane could lead you in the right direction, or a makeshift drawing of a house would help passersby’s understand your motives. There is a reason that pictograms were the first form of communication, visuals are effectual.

To the average consumer this misshapen check-mark, also referred to as the “Swoosh” is the epitome of strong visual communication. This symbol is more than a brand, in the eyes of consumers, it is a lifestyle (a lifestyle that sells). For example: if there were two identical shirts, one containing the swoosh, the other without. Without fail, the shirt with the swoosh would sell for more. This is because the swoosh is associated with athletes, fitness, luxury, celebrities…ect. Nike invests in the image behind the swoosh paying athletes to endorse it, placing it in popular locations, focusing on getting the image embedded in your mind by whatever means possible. 

If you were asked to finish the statement “15 minutes could….” after viewing this image, your answer would probably be “save you 15% or more on car insurance”. No, your mind was not just read, the only special power being used was the power of branding. Geico is another company that understands visual communication. Insurance is one of the most boring, lackluster products to sell, let alone obtain brand loyalty. To overcome this obstacle, they used the power of a cute mascot with a funny accent. 

Attention to detail is key in visual communication. Target understands this concept well. Target claims the color red as a principle feature of its logo and lettering- going as far as to trademark the color. Think about how weird Target would be in a different color; Brands effect perception more than consumers realize.

It is important to think about all aspects of the message you want the viewer to perceive. It takes time and effort to effectively communicate. Hours were put into the Lego ad—think about that.