{"id":19973,"date":"2022-05-16T16:57:27","date_gmt":"2022-05-16T14:57:27","guid":{"rendered":"https:\/\/www.teamnext.de\/blog\/visual-communication-the-power-of-images-part-ii\/"},"modified":"2023-04-04T16:56:51","modified_gmt":"2023-04-04T14:56:51","slug":"visual-communication-part-ii","status":"publish","type":"post","link":"https:\/\/www.teamnext.de\/en\/blog\/visual-communication-part-ii\/","title":{"rendered":"Visual communication: the power of images – part II"},"content":{"rendered":"
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Visual communication: the power of images – part II<\/h1>\n

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Reading time:<\/span> 7<\/span> minutes<\/span><\/span>\n<\/div><\/section>
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Table of contents<\/strong><\/p>\n<\/div><\/section>
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While the first part on this topic<\/a> dealt with the theoretical foundations of visual communication, this part will also discuss practical aspects. But first, let’s briefly clarify how image information is received by us and what presence signals<\/strong> are.<\/p>\n<\/div><\/section>
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The perception of image information<\/h2>\n<\/div><\/section>
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The question of how image information is perceived and processed has, of course, not only become relevant in the digital age<\/a>. However, we now have to contend with a visual “information overload” that did not exist in this intensity before. For a message to reach the recipient at all, it usually first has to assert itself against competing image information. In other words, without a certain degree of conspicuousness, it is almost impossible for an advertising image to be noticed at all.<\/p>\n

This raises the question of whether the human ability to perceive the environment in an orderly fashion is innate or whether it must first be learned. In any case, it is assumed that in the perception of an image not only the impressions from outside are relevant, but that the brain complements the sensory impressions by applying its own principles of order and thus a final inner image is generated.<\/p>\n

At the same time, it is the case that only a small part of the information received via the visual field ever appears in consciousness. This also applies to the other senses. There are always filters upstream, which are supposed to extract exactly the information that we either consider relevant through experience (learning) or whose relevance has been programmed into us by evolutionary biology. Even if it is a truism: Depending on interest, activity, attention or mood, the same environment is perceived quite differently by the same person.<\/p>\n<\/div><\/section>
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Use presence signals<\/h2>\n<\/div><\/section>
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With this knowledge in mind, we need to ask ourselves how the design of visual elements can be optimized in terms of perceptibility. One important point is certainly to emphasize the uniqueness of a thing or a circumstance. This can be done, for example, by detailed representations of special features (if the image is of an object), by color or tonal contrasts (light-dark), by an eye-catching framing or shape – for example, a round, oval, or octagonal image can become a Eyecatcher<\/em> or by accompanying “presence signals” such as logos or lettering that provide an additional indication.<\/p>\n

Examples of successful presence signals would be the Lacoste crocodile<\/a> or the red Levi’s flag. Visual communication is therefore successful when the viewer understands what it is all about on the basis of just a few signals. This is best done unconsciously, so that the personal “firewall” is undermined. If you first have to consume the entire content of an advertising measure to get an idea, then in many cases the message will not reach the recipient at all, because the effort required to decode the content is comparatively high.<\/p>\n<\/div><\/section>
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Finding the right visual language – a questionnaire<\/h2>\n<\/div><\/section>
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As we know, images can develop a special expressive power through emotionality, credibility and easy accessibility. They can help raise awareness of companies and set them apart from competitors. To optimize the visual language, it is important that the content, form and medium are selected to fit each other and the target group. You should therefore prepare thoroughly by finding clear and coherent answers to the following questions:<\/p>\n