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T E X T I S D E A D5 S T E P S T O E M E R G I N G V I S U A L L A N G U A G E S O N L I N E
@ G R E G S W A N
Confidential and Proprietary space150 ©2015
1 . H U M A N S A R E W I R E D F O R V I S U A L I N P U T
SOURCE: Albert Mehrabian’s Silent Messages (1971)
55% of communication is visual
SOURCE: Albert Mehrabian’s Silent Messages (1971)
7% of communication involves words
Visual Learners
Weirdos
SOURCE: VISUAL TEACHING ALLIANCE
35%
65%Visual Learners
Weirdos
SOURCE: VISUAL TEACHING ALLIANCE
Confidential and Proprietary space150 ©2015
The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual
information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain
processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain
processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain
processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. The brain
processes visual information 60,000 times faster than text. The brain processes visual information 60,000 times faster than text. SOURCE: Forrester, CSO, 2012
SOURCE: V-BAR-V HERITAGE SITE, SEDONA, AZ
Pictogram Ideogram Rebus
Logotype Monogram Coat of Arms
SOURCE: WIRED, PIONEER PLAQUE
SOURCE: Harvey Ball, TESTED
Confidential and Proprietary space150 ©2015
2 . T E C H N O L O G Y H A S F U E L E D T H E R I S E ( A N D D O M I N A N C E ) O F V I S U A L S T O R Y T E L L I N G
CC: Flatiron_October
2016
1996
SOURCE: 1990-2015: Evolution of Adobe Photoshop, the software synonymous with image editing
SOURCE: PERISCOPE MADE IT EASY TO WATCH THE MAYWEATHER-PACQUIAO FIGHT FOR FREE
“The boxing world is trying to keep the past alive, but the rest of us are living in the year 2015”
3 . O U R C O M M U N I C A T I O N B E H A V I O R S A R E B E I N G F U N D A M E N T A L L Y R E W I R E D B E C A U S E O F
T E C H N O L O G Y
CC: Janrito Karamazov
Confidential and Proprietary space150 ©2015SOURCE: JB.COM
Confidential and Proprietary space150 ©2015SOURCE: JB.COM94% more total views on articles with images
Confidential and Proprietary space150 ©2015SOURCE: JB.COM
60% more likely to consider or contact a business when an image shows up in local search results
Confidential and Proprietary space150 ©2015SOURCE: JB.COM
• 67% of consumers say the quality of a product image is “very important” in selecting and purchasing a product
• 63% of customers think the quality of a product’s image is more important than product-specific information, a long description (54%) and ratings and reviews (53%)
Confidential and Proprietary space150 ©2015SOURCE: JB.COM
37% higher level of engagement for photos over text on Facebook
200M monthly active users
14% reach of U.S. Population
1.5B loops played daily
SOURCE: VentureBeat, 8/2015
V I N E D R I V I N G S H O R T - F O R M V I D E O T R E N D S
Y O U T U B E C O N T I N U E S T O D R I V E E X P L O S I V E V I D E O G R O W T H A M O N G A L L A G E G R O U P S
• More 18-34 and 18-49 year-olds than any cable network in the U.S. (on mobile alone)
• 60% y/y growth on hours spent watching videos
• 3x y/y users starting at the homepage, similar to the way they might turn on TV 1,131,344 views
(more than Bob’s Burger’s on FOX last Sunday)SOURCE: YOUTUBE
F A C E B O O K V I D E O N O W S E C O N D T O Y O U T U B E
0
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
Q3 - 2014 Q4 - 2014 Q1 - 2015
# of views per day
4,000,000,000
3,000,000,000
1,000,000,000
Autoplay, FTW
T E E N S A N D M I L L E N N I A L S S H I F T I N G A W A Y F R O M F A C E B O O K A N D T W I T T E R A N D T O W A R D S V I S U A L
P L A T F O R M S L I K E I N S T A G R A M A N D S N A P C H A T
SOURCE: Mary Meeker, 5/2015
•416% growth in engagement per post in the last two years
38 percent more likes on photos with faces
I N S T A G R A M
4 Billion snap views per day (9/15)
9x higher completion rate than horizontal mobile video ads
45 percent of 18-24 year olds are on Snapchat (comScore)
21% of Buzzfeed traffic is from Snapchat (9/2015)
http://www.businessinsider.com/snapchat-huge-among-millennials-2015-5
S N A P C H A T
4 . V I S U A L I N 2 0 1 5 = M O R E V I S U A L A N D I N T E R A C T I V E T H A N E V E R B E F O R E
CC: sjrankin
17 YEARS to this…
74% use stickers, emoticons or emojis
96 emojis or stickers/day (highest in Asia)
SOURCE: TNW - The Psychology of Emoji
Yung Jake
"Designing a sticker pack and emoji keyboard is an exciting way
for Ford to entertain fans and participate in the conversation." -
Angie Kozleski, Ford Motor Company
http://🍒🌻😜🍔🗻💎🌰.🍕💩.ws
Confidential and Proprietary space150 ©2015
Confidential and Proprietary space150 ©2015
1 video 13,000 people
15,000 submissions 75 cities 0 cats
5 . T O M O R R O W S T A R T S T O D A Y
2016
1996
2015
2030s
Platform Image Size Copy Length Accepted Formats
File Size Video Length
Facebook Desktop: 1200 x 630
Mobile:
UnlimitedJPG - GIF - PNG - MOV - MP4 -
TIFF
Videos: 1.75GB Photos: 25MB
20:00
Instagram 1,200 x 1,200 2,200 characters JPG - PNG - GIFUploaded from
Phone:15 limit
Pinterest 735 x 1,102 (minimum height)
500 characters JPG - PNG - GIF N/A N/A
Twitter 1024 x 512 140 charactersJPG - GIF - PNG
- MOV - MP4 Photos: 5 MB
GIFs: 3 MB Video:
10:00
Tumblr 500 x 750 UnlimitedJPG - GIF - PNG
- BMPGIFs: 1.75 MB NA
Snapchat N/A 31 characters N/A N/A :15 Limit
70 Confidential and Proprietary space150 ©2015 - Last Updated 10/06/2015
T H E N E W W A Y W E T H I N K O F V I S U A L S
A S W E L O O K T O 2 0 1 6
•Symbology becomes more powerful as technology evolves
•"Visual first" leading in importance
•Video is the new photo
•Emojis & GIFs peak, fade, evolve, rise
•Stock photos are evil
Humans Prefer Curved Visual Objects
Humans Prefer Curved Visual Objects
OKAY, BUT LET’S APPLY ALL OF THIS TO MY LIFE, MY COMPANY, MY CLIENTS
AND STUFF
5 Q U E S T I O N S A N Y O N E C A N
A P P L Y S T A R T I N G T O M O R R O W
A. Community: Who are we trying to engage, and do we also understand their interests/sources/visual media/purchasing habits? What resonates with them? Are we embracing diversity?
B. Platforms:
How well do we focus message, voice, and visual content strategy across our channels? How are we considering “visual first” in our plans?
Reach
Reach
Relevance Relevance
C. Performance:
What are the ongoing performance and program optimization to drive business KPIs (not vanity metrics) through visual?
D. Team Infrastructure:
What protocols, hires, or partners do we need to rally to maximize ROI on every strategy and every single piece of content we produce? Do our creatives understand emerging tech?Is legal onboard?
E. Pilot Innovation:
Can we afford NOT to allocate 2-5% of our annual budget to innovation, test-and-learn, pilots and exploring “what’s next” for our stakeholders? Can failure be good? Are we okay with the status quo?
@gregswan
