Creating Powerful Visuals in Storytelling: Engaging Hearts and Minds

Capturing a reader’s attention is more challenging than ever. Distractions lurk everywhere.
 
As communicators, that means we need to get to the point. 
 
Fast.
 
And there’s often no better way to achieve that than through strong visual communications. Here’s my advice on catching – and keeping – attention. 
 
Understand the emotional essence of your story
Great visuals deliver emotional impact. When considering your visual approach, it’s key to capture a clear picture of the story’s emotional foundation. What is the central theme, primary takeaway, and evocative core of your narrative — and what do you want people to feel? A deep understanding of the emotional connection will help guide visual decisions.
 
Develop a visual language
As with the written word, visuals have their own language. They should create clarity, not confusion. 
 
With that in mind, carefully consider your color palette, typography, illustration, photography, and overall aesthetics. Achieving color harmony and contrast is essential for visual appeal and readability. 
 
Warm colors such as red, orange, and yellow are often associated with energy and excitement. They can create a sense of urgency and grab attention (think traditional colors used in sale promotions). 
 
Meanwhile cool colors like blue, green, and purple are more soothing, evoking feelings of calm, stability, and trust (think traditional colors used in healthcare and financial institutions). 
 
When considering colors, it’s also important to be culturally sensitive. Different colors can convey cultural and contextual meanings that may vary across different societies and regions.
 
Fonts matter
Don’t underestimate the power of typography to create a strong emotional connection. Some fonts have historic undertones while others convey a more modern or edgy feeling. Choose a font that will help tell your story, not get in the way of it.  
 
Make the most of visual shortcuts
Just like international road signs, iconography, symbols, and visual metaphors can help tell your story quickly and clearly. These visual shortcuts can spark the imagination and engage the audience’s intellect on another level, creating a richer and more thought-provoking experience. When used thoughtfully and sparingly, the use of simple icons in infographics can also help distill a highly complex concept into an easily digestible bite-sized piece of information.
 
Strike the right balance
Achieving the right balance between simplicity and complexity is one of the hallmarks of great visual communication. While simplicity allows for clarity and concise communication, complexity adds richness, depth, and intrigue. The most successful visual designs often strike a thoughtful balance between the two. Having a deep understanding of your audience, the core message being communicated and the desired emotional response, you can successfully engage and inspire your readership. 
 
A picture can indeed be worth 1,000 words. By taking a thoughtful approach to effective visuals, you can increase your chances of keeping your audiences’ attention. You can now go back to your social media feed. 

Gerry Frank
Creative Director
Gerry@turn-two.co