Business data is prolific these days. Uncovering the layman’s meaning – in all that data – can sometimes be a daunting task – especially in a B2B environment. When your job is to give meaning and purpose to your organization’s communication, do you wonder how to use your organization’s meaningful data in a compelling way? One way to put your organization’s data to work is with visual storytelling.
Wikipedia defines visual storytelling as any kind of story, told visually (i.e., a visual narrative). Visual narratives are created using still photography, illustration, video or presentations. They can be enhanced with graphics, music and voice.
Visual storytelling is not a new concept. Humans have been using visuals to communicate for thousands of years. The present-day business application of visual storytelling has really taken hold!
Our eyesight is the most dominant sense we have. So, as a result, visuals can:
- Communicate meaning to us very quickly.
- Pique curiosity or answer questions.
- Change the conversation by dispelling myths or influencing opinions.
Tips for your organization’s visual narrative
Our experiences with visual communication are unique to our organizations… what works for one organization won’t work for all. Data is different for every situation and product or service. However, some basic rules for visual storytelling should apply in all cases. Here are a few tips to apply to your own visual narrative (Hint: If you’d like to learn more, follow #visualcontent):
- Your data, and by extension, your content should provide meaning for your readers.
- Your message should be unique and distinctive. No two organizations are the same; therefore, your story should not be like any other.
- Your story should pique curiosity or answer questions. If your communication doesn’t satisfy that basic need, then why bother telling the story at all?
- Your communication should connect people with people. Business is, after all, about people, so try to put a human face on your message whenever you can.
- Your content should be free of jargon. Period.
- Your job as a communicator is to separate the wheat from the chaff. Think of your organization’s data as chaff. Your job is to extract the wheat.
You can read more about the Art of Communication on our blog.
You may also want to check out How to Create Visual Content Marketing that Works.
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