What is visual communication?

(upbeat music) - Have you ever heard the term visual communication? It's a bit of a mouthful. - Visual communication. - But it's actually a term that means quite a lot when it comes to the world of marketing today. In 2017, 85% of marketers invested in visual communication as their primary source of content marketing, 85%! And in 2018, 73% of marketers are expected to up their budgets for visual communication, so what the heck is visual communication anyway? (birds chirp) The actual definition of visual communication is as follows. Visual communication graphically represents information to efficiently and effectively create meaning. Now here is the kicker, when necessary, limited text is used to explicate the meaning. Simply put, visual communication is about letting the visuals tell the story first, so any piece of content that you're putting together is really something that's going to be told through the design. Illustration choices, data visualizations, process illustrations, and things like that. The concept is that you shouldn't have to read the information to fully understand the content that you're putting in front of somebody. The visuals should really be what push the story forward for your end audience. Now I'm not saying that text shouldn't be included, but what I am saying is that a good piece of visual communication should not have to rely on text. Somebody should be able to simply look at the images and get a good understanding of the topic or the information to then be pulled deeper into that content. Visual communication tells your story without words. (upbeat music)