16 Facts About Using Visuals

Using the right visual to represent your company can really make an advertising piece great. As a business owner, if you're unsure of yourself, making decisions about marketing your company can feel like a great weight on your shoulders.

Having some actual hard facts about how to plan your campaigns can help you make decisions with confidence. And telling your story with the right thousand words can get your company to it’s goals sooner.

Here are some facts the experts know to help you choose visuals for any advertising — ads, post cards, flyers, websites, emails — wherever you need to capture the right attention.

1.  Cartoons attract most attention. Good on envelopes.

2.  Photos convince most. Use them if looks or credibility matter.

3.  Charts often attract interest - e.g. weight-loss figures or interest rates.

4.  People look at people. Responses for a business school nearly doubled when we put the Dean's face in the ads.

5.  Men look at attractive women; so do women. But they look at babies even more.

6.  Illustrations relating directly to the message work on average 32% better.

7.  TV frames from commercials are extremely effective.

8.  If you don't illustrate the product or the idea, the ad is 27% less effective than average. Never use pictures that have nothing to do with the product just because they’re clever.

9.  Stereotypes - chatting people, loving couples, smiling sippers and ecstatic eaters kill ads. They don't develop uniqueness.

10.  If the picture has something odd about it, people remember the message.

11.  One big picture usually attracts better than several small ones.

12.  Pictures should demonstrate.

13.  Before and after pictures are particularly effective.

14.  Cut out pictures attract the eye better than squared-up ones.

15.  Don't have pictures just for the sake of it; they cost money and can divert attention needlessly.

16.  Coupons in ads used to add most conviction. Now that you often direct people to a website, that means it should be very prominent.



Facts by Drayton Bird Associates, based on research by Gallup or testing