Visual communication, like any service or product, offers a choice between quality or quantity. Is it better to churn out a lot of visual content, or focus on making it the best it can be? Amy Balliett explains why quality content trumps quantity in a successful visual campaign: our visual IQs are on the rise, and visual intelligence demands quality.
- [Narrator] Did you know that visual IQ is rising faster than any other form of IQ today? This means that more people can discern quality when viewing designs, photography, and other forms of visual content better than ever before. While quality is a subjective concept, the majority of people can spot and agree on what might look cheap or novice. But did you know we determine whether or not something is quality in just 50 milliseconds? Let's go ahead and test this concept.
I'm going to give you 50 milliseconds to review an infographic, ready? Here it is. So, what do you think? If you're like most people, it's likely you had thoughts like jumbled, disorganized, poorly designed, and things more along those lines. Given this, it might surprise you to know that thousands of infographics like this are designed every day. I could do a whole class about how to improve these specific designs, and actually have.
To learn more about how these designs could improve, check out my course Infographics Fundamentals. As visual IQs rise, so do expectations. One of the largest shifts in expectations relates to stock imagery. What was once the end-all, be-all of online marketing has now become its Achilles heel. Today, consumers are seven times more likely to convert when viewing custom visual content over stock imagery. In addition, quality infographics drive more engagement online than stock imagery or low-quality designs.
Throughout the rest of this course, I'll be talking about the production of multiple visual assets to develop a successful visual communication campaign. But, keep in mind, if given the option of designing a few quality images over dozens of so-so pieces, quality always trumps quantity because today's consumers prefer quality content over anything that seems like it was produced too fast or too cheap.
In this course, Amy Balliett—CEO of the visual communications agency, Killer Infographics—provides an in-depth look behind the curtain of visual campaigns. She shares her experiences and the lessons she learned from developing over 100 visual campaigns for Fortune 1000 clients and nonprofits, explaining how to develop a successful campaign from start to finish. She walks through how to concept and plan a campaign, and how to pitch that campaign to clients and colleagues. Amy also takes you through how to develop a visual language to guide your campaign, and shares how to avoid common pitfalls.
- Defining visual communication today
- Understanding why visual content is in high demand
- Defining a visual campaign
- Pitching your campaign
- Developing a creative brief
- Brainstorming your creative direction
- Presenting a pitch
- Finalizing direction and getting buy-in
- Developing a visual language
- Developing an illustration style
- Presenting your visual language
- Letting data drive your content
- Avoiding pitfalls