The importance of Visual Content Within Digital Media
Imagine an application, a website or an interface without a visual. Whether it is illustrations, graphics, photos or videos, this content is an integral part of today’s digital media for the general public; it is therefore difficult to imagine their absence, and for good reason.
Like the principles of advertising, digital information must keep pace and be transmitted as quickly and efficiently as possible. In the same way, it is necessary to capture the attention of the user, often over-requested, and to make him want to stay. Thus, simply textual content can gain in attractiveness if it is accompanied by a visual illustrating or supplementing it.
Visual content therefore has different purposes:
Illustrate, complete, structure
As written above, textual content will only be more impactful when combined with visual content. Thus, we often find the juxtaposition of texts and photos, videos, motion design or even illustrations that have the same purpose. Their purpose is to visually complement the information or synthesize it into a single overview. Textual information then takes on more meaning, and the user’s interest is increased tenfold. They also make it possible to enhance his experience, because, at first glance, he will be able to determine whether the subject interests him, but also the structure of the information presented.
Beyond completing a subject, visual content can be sufficient in itself and have an informative or didactic purpose. We mainly think of illustrations, motion design and graphics. The choice to use one rather than another will be made according to the context and the type of information to be transmitted. They will allow, for example, by means of a tutorial, to teach the user the operation of the application that he uses, or, with a graphic or motion design, to inform him of the presence a new functionality, and even a moment of waiting and loading with a preloaded in motion design. They therefore have a constant and essential informative place in digital media because, here too, they contribute to enriching the user experience, which will be placed at the center of concerns.
Finally, a visual content can aim to promote a service, product, company etc… This type of media corresponds, for example, to the banners that we observe in the main slider of a website to highlight the release of a new product, or even store content that presents an application in an advertising dimension. The types of visuals are varied, from graphics to motion designs, including illustrations agency and photos / videos, and adapted, again, to the context, medium and desired tone. They have an obvious but once again essential function in digital media by effectively transmitting commercial information to the user, and, like classic advertising, will arouse in him curiosity and / or interest. ‘desire.
In addition to their significant promotional and advertising function, visual content also makes it possible to stand out in a teeming digital universe, and is an integral part of the user experience and interface. They are therefore in no way to be neglected and represent an important step in the design of a digital medium, even if, be careful, it should be used but not abused.
Bella has over 5+ years of experience leading strategic digital marketing, social media, influencer engagement and analytics initiatives. In addition to acting as the Director of Marketing and Customer Experience at BCBS, she is also an author on the topic of transforming teams and partners to beat your competition.