Show. Don’t tell
Studies show that ‘our brains not only process visuals faster, but they retain and transmit much more information when it’s delivered visually’.
In a digital era, saturated with feeds of colourful content, all striving to strike the eye of the prospect, it’s harder than ever to leave a lasting impression; whether it’s an online campaign, complete with bold infographics and exciting brand visuals, or simply a presentation delivered to clients. When it comes to capturing your audience’s interest, you want to take full advantage of every chance to communicate well.
Too many organisations are communicating to their biggest, most valuable clients by simply churning out content that is just ‘fit for purpose’ (we’ll come back to this phrase later)! Wordy presentations are being mocked up and sent straight over, all in the hope it meets the needs of their customer. There is little thought to its actual structure, how the message will land and its value.
What would you be more drawn to… a ‘knocked up’ PowerPoint, with heaps of text and standard imagery, or a thought through presentation, brought to life with the client’s needs at the core?
Yes. Us too.
We’ve taken time to talk to our creative team about the psychology behind design and its impact. They guided us to the six Gestalt principles which look at how we visually perceive order. One of the principles looks at how, naturally, when looking at an image with separate parts, our mind tries to search for it as a whole. This way it’s easier to digest. Another example is the principle of ‘closure’. Here, we combine parts to form a ‘whole’ image, even if some of the parts are missing… The WWF panda logo (left) is actually made of several random shapes. We just fill the gaps to make sense of the image, even though they’re missing.
This ties back to the design visuals we take to our audience. In order to make an impact, they need to be simple, comprehendible and easy to consume so that they see the whole picture, or you’ll have lost them.
Can design impact B2B sales?
A decade long study undertaken by The Design Council, found that companies that put an emphasis on design did a lot better than the ones that didn’t – in fact they outperformed by 200%.
Not only does it make a good impression. People like looking at great visual content. It makes it more memorable and gives businesses that competitive edge. If you’re finding it hard to put together a diagram to demonstrate your key points, turn it into a simple, striking image. You’ll never have to say ‘it’s hard to explain’ ever again.
We make use of a number of different communication tactics and methods to ensure all messages are landed effectively. We work across a variety of services, such as pitch and presentation support and bid messages and win themes to name just a couple. What we’re expert at is measuring the impact of visual communication and linking it directly with its return on investment.
We believe that people buy from people they trust. To be in a position to have trust, you need to be credible, expert and differentiated from your competitors. We believe you can only generate this credibility through effective communication. And that communication should be as good as it can be – there isn’t room for ‘fit for purpose’ (told you we’d come back to it!). There’s always a better way to communicate.
For more information about Gilroy’s services, please visit our website: http://www.gilroy.co.uk/whatwedo/