From the course: 20 Rules for Visual Communication

Unlock the full course today

Join today to access over 22,400 courses taught by industry experts or purchase this course individually.

Rule 13: Always think about context

Rule 13: Always think about context

From the course: 20 Rules for Visual Communication

Start my 1-month free trial

Rule 13: Always think about context

- If you've seen me speak before, you've likely heard this before, but it begs repeating. Always think about con-text. It's a con when there's too much text. Besides the fact that visual communication is meant to be a low text medium, today's audiences simply aren't taking the time to read like they used to. In fact, when faced with a wall of text, today's audiences only read about 20% of it before jumping away. When it comes to copy-rich content like articles and whitepapers, audiences rely on visuals used throughout that content to first grab their attention. From there, they will skim the content for relevant keywords and headlines that encourage their continued intention. When it comes to content that is already meant to be visual in nature rather than text-heavy, such as infographics, social media micro narratives and motion graphics, audiences have even less patience. Like these examples, if you lead with a…

Contents