According to Nielsen Norman Group, audiences read only 20% of content that exceeds 593 words in length.
Studies show consumers value original, bite-sized visual content with limited text. A DemandGen study found 91% of modern consumers prefer visual content as their primary, secondary, and tertiary form of information delivery. In fact, successful visual content uses as little text as possible and is developed to be viewed on a mobile device or a social post.
To achieve success in visual brand content, companies should focus on delivering value propositions in short-form, palatable content. Moreover, they should invest in a compelling design strategy to deliver a great first impression, which would improve the brand-customer relationship in the long run.
Brands looking to engage and excite customers must design content that tells customers about the brand’s commitment to quality, innovation and effortless customer experience. Marketers must also ensure they adopt a codified aesthetic direction for their content campaigns. Visual content should limit itself to three typefaces, a minimal colour palette and the same illustration style.
[5 minute read]