Today’s communication noise is marked by 2 opposing forces:ġ) Content explosion: a dramatic and continual increase in content production, And the Harvard Business Review states that information overload costs the U.S. Communication barriers cost the average organization $62.4 million per year in lost productivity (Holmes Report). Then the above visual should be an eye-opener.
So if you’re wondering as a business leader why should I care about visual storytelling.
Welcome to today’s growing communication noise However, switching our camera lens to the marketing space today, we find that marketers have realized that the benefits that rode visual storytelling in the entertainment space to new heights, also make a lot of sense when driving business impact with jaded audiences, overwhelmed by tons of copycats content plays. It seems quite obvious that the term “visual storytelling” is quite new for both visual arts and more so in the context of marketing, so users have no reason to search for it just yet – think “content marketing” circa 2005. In line with the term direct affinity with the entertainment industry, when I searched for “Visual Storytelling” definition the first result Google offered in their high-attention summary snippet was from EICAR – The International Film & Television School Paris: Sulawesi Cave in Indonesia is the world’s first cave paintings 35,000 years ago.īTW Text was invented only 32,00 years later!Īfter which, came the animal hunt stories – all the way to today’s visual arts such as photography, picture books, comics, video games, Instagram, Snapchat, Hollywood 3D movies, and Virtual Reality. Looking closer at these searches, we find that the term “Visual Storytelling” is largely associated with topics covering the visual arts targeting artists/designers: photography, media, illustration, and infographics.Įven though the traditional meaning of visual storytelling has been with us since the first man figured hey, I could create a stencil by blowing paint on my hand held to the wall to express how my day went. Looking at Google Trends, for the past 12 years the term garnered low counts of under 100 searches a month, and it’s only in the past 3 years that the term is experiencing a growth, albeit still modest. Getting warmer! The reality is that the term “Visual Storytelling” is pretty new. The story may be told using still photography, illustration, or video, and can be enhanced with graphics, music, voice and other audio. When I figured, hey maybe these are old fashioned resources, let’s try Wikipedia, I received: Visual narrativeĪ visual narrative (also visual storytelling) is a story told primarily through the use of visual media. No exact match found for “”visual storytelling”” in US English Sorry, the word you’re looking for can’t be found in the dictionary. I am talking to a lot of folks these days about visual storytelling, and from these interactions, I learn that there is still a great deal of ambiguity about what is visual storytelling and why it’s important now for marketers? If you’re clueless too, don’t feel bad, some of the top dictionaries like Merriam-Webster and Oxford have no clue either:
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