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The cave man had the right idea when he started to use drawings on rocks to tell his story many tens of thousands of years ago. This technique of using drawings to communicate has been highly effective and is integral to how we approach business communication today.

Granted, we’ve moved beyond the rudimentary cave man stage and have a whole slew of new technology that helps us meet our communication goals – and create the ‘aha’ moments we’re looking for.

What type of visual communication you incorporate into your communication materials should be a secondary consideration to these four factors:

  1. Key messages you intend to share with your audience;
  2. Data you have to support your messages;
  3. Your audience’s communication preferences;
  4. The format you will use to deliver your messages

Visual communication has the ability to deliver your message in limited time or space. And, this ‘art’ can come in many different formats, such as: graphics, photos, symbols, charts, diagrams, video, storyboards, infographics, visual note taking (a form of mind mapping), and sketches. Even typography can be used very effectively for display purposes and to evoke particular reactions.

So, as you prepare for your annual general meeting, an upcoming product launch, or your management team’s next speaking engagement, consider these four factors first and foremost. And, keep in mind the cave man’s approach to the ‘art’ of communication… an approach that managed to be concise and memorable.

You can read more about How to Create Visual Content Marketing that Works on our blog.

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