They say a picture paints a thousand words – if so, how do visuals impact the outreach of an effective digital PR campaign?
With 90% of the information processed by the brain each day being visual, it’s no wonder that there’s a parallel between incorporating design and successful, memorable digital PR campaigns.
Publishers that feature visual content grow traffic 12 times faster than those who don’t, so it’s important to take this into consideration and offer the most well-rounded digital PR campaigns that you can.
1. Visual content for visual platforms
With the intersection of social media and effective PR campaigns crossing now more than ever, it is smart to take advantage of the power of graphic design to push boundaries with your content. Social media titans like Instagram rely firstly on visual content with text secondary, so ride this wave to ensure a good story doesn’t fall flat.
2. Visual continuity for your brand’s story
In a sea of brands across all industries, including those with lifelong loyalty or newcomers to the scene, we have subconscious affiliations through design assets such as the brand’s logo, palette, fonts and asset shapes. It is crucial that these are maintained and optimised when producing effective PR campaigns, to avoid alienation of a growing demographic, and to maintain an emotional response with those who are already familiar with the brand.
3. Human connection and keeping it real!
It is often the human component to a story we align ourselves with, and as the human eye is drawn to the faces of others with digital content, this strengthens the bond of the story with those composing it. The involvement of characters in your brand’s story provides a dialogue without the risk of becoming faceless, so is an element of design worth considering when rolling out material.
4. Imagery is universal
Visual components of branding are recognised across the globe and go beyond the barriers of language! Someone across the globe might recognise a huge brand and yet neither of you have ever met and you lead completely different lives. If you can take advantage of this and push it further with your PR campaigns, you’ll be unstoppable.
5. We are emotional beings
Correctly harnessing the power of graphic design in your PR campaign can tap into an emotional response from your viewer before rationale and logic. Elements like colour, fonts, sizing and much more are carefully calculated to create visual trust systems, and designers are the architects of these for effective PR campaigns.
As the digital PR scenes continues to thrive after an unusual 2020, it will be interesting to see how design plays a fundamental role in digital PR and continues to elevate it further.
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