A picture may be worth 1,000 words, but recent research suggests it could be much, much more. Which is more appetizing? A 50-word description of a scrumptious fudge brownie or…:
Restaurants have known this simple fact for years. Show rather than tell. We don’t eat words! Even if you get 1,000 to a picture.
But what about for marketing? The key is to get people to remember and act upon your strategy. Unless you’re a very different credit union, offerings don’t normally include food service. So what good are pictures? A well-placed picture tells your story in a way words cannot. Or, more accurately, a picture entices the viewer to remember far better than mere words.
Recent research shows good visuals put your brain on turbo. And not just a little bit. Up to 60,000 times faster. That’s right, appropriate imagery triggers memory, emotions, and decision-making up to 60,000 times faster than text alone. And the coolest part? The study wasn’t just looking at photos of favorite entrees. It highlighted the entire idea of visuals.
What do I mean? That’s a great question. We have already established how photos bring a tale to life. No one wants to read a report on your favorite vacation pictures without seeing any! Be honest: When you’re browsing your Facebook News Feed, do you look for the longest text post you can find, or slow down when you get to shared photos and videos of vacations, pets, kids, etc.?
Does that mean littering your website, branch, and marketing materials with photo upon photo? Please don’t. Instead, it supports the idea of telling a story with every aspect of your presentation. One of my favorite credit union websites does this to great success. Heritage Grove CU is situated in the Pacific Northwest. It’s an area built around a love of the outdoors. Of course, the weather and terrain suits this mentality. Be it a relaxing mountain drive, a slow walk, trail running, or any number of activities (remember that post about the bicycle-loan program?), members of Heritage Grove experience plenty of Mother Nature’s air conditioning.
As a result, their site is built to visually express this mentality. Beyond pictures, the entire experience exudes adventure. What about your website? Is it replicating a bank, or does the visual feel match your mission? This consideration can mean the difference between an engaged member and one which just pays the bills.
So we’ve established that pictures are an effective means to tell a story in an engaging way. Plus, we learned that proper visual design can make your brain work up to 60,000x faster. And this Floridian thought Cuban coffee was potent!
Disclosure: Heritage Grove CU is a client of my company. I receive no compensation for their inclusion.