CHAPTER 10 – Visual Communication

What makes Visual Communication Important? illustration, layout, to create a distinctive and
memorable image that identifies the brand
- Consistent graphic representation in marketing
- Brand Icons – characters associated with a brand
communication
(eg., Uncle Ben, Ronald McDonald); an enduring
- Ads use association to create curiosity but to also
sign of the brand, designed to reflect desired
reflect the meaning of the slogan
brand personality
VISUAL IMPACT - Package Design – another are where image is
front and center; sometimes brand link is in the
- Image can be powerful, even shocking, and may shape of packaging; also accommodates strategic
inadvertently splash negative responses all over elements with positioning elements, flags,
the brand recipes, pricings, and pop culture events.
- “the visuals communicate as well”; they do some - Brand positioning – tied with slogan
things better than words (Visual analogy)
- Radio can also evoke mental pictures through VISUAL STORYTELLING
suggestive words
-
- (recap) Facets model of effects:
o Grab attention – visual > words
o Stick in memory – messages as visual
fragments or key images filed easily in
the mind
o Cement belief – seeing is believing;
visuals that demonstrate
o Tell interesting stories – engaging
images, maintains interest
o Communicate quickly – pictures
communicate quickly than words
o Anchor associations – visual associations
representing lifestyles and types of users
- BOTTOMLINE: a picture in a print layout captures
more than twice as many readers compared to
headlines
- FACTORS that help maintain impact of visual
messages:
o ATTENTION
o INTEREST
o MEMORABILITY
o BELIEVABILITY

BRAND IMAGE AND POSITION

- Visual elements – symbolic images associated

with the brand and the elements that define the
brand (logo, trademark)
- Logo – imprint used for immediate identification
of a brand or company; uses typography,