The Power of Visual Storytelling

NewsCred has teamed up with
Getty Images to bring you the four
principles of visual storytelling—
authenticity, sensory, relevancy & archetype.
Click here to visit the interactive microsite directly
NewsCred + Getty Images present The Power of Visual Storytelling

Never before has the human race been
better at spotting a fake. Getty Images
Director of Visual Trends, Pam Grossman,
confirms: “The viewer’s eye has become
a lot more sophisticated,” and what it
wants—above all—is something real.
129748349 / Oliver Rossi

In the age of the selfie, people want something that speaks to
them personally. Images that come off as constructed, airbrushed,
or posed no longer resonate. People want the unpredictable, but
familiar at the same time. They want real, candid moments from
everyday life. Moments that speak to the human experience.
That’s the kind of connection that secures a strong and stable bond.
Authenticity taps into the passions and emotions of an audience,
letting them see something of themselves in the images and turning
them into eager advocates of the story you’re trying to tell. User-
generated content (UGC) reveals real people and places, meaning real
moments and emotions that establish a new kind of heightened
digital intimacy.
Articles that contain images get 94% more views than articles without.
Source: jeffbullas.com/2012/05/28/6-powerful-reasons-whyyou-should-include-images-in-your-marketing-infographic
94%

So, how do you select authentic images for your brand?
First of all, keep it honest. It may sound obvious, but there
is tangible proof that real rules. According to the Wall Street
Journal, Olapic co-founder Jose de Cabo discovered that...
That’s something any marketer can get on board with.
Users clicking on photos of
real life people are twice as
likely to convert to a sale.

The aesthetics of UGC—authenticity,
openness, the everyday—tap into
strong and important ideas... through
the realness of slice-of-life images,
brands show that they understand you,
your life and concerns.”
Micha Schwing, Getty Images Director of Content Strategy

1B05370_0053 / BBC Natural History

We spend our lives almost entirely
online, but most of us have had it up
to here with digital. People want to cut
through the screen, and let themselves
be engulfed by visceral experiences.
474613519 / Jodie Griggs

We want zoomed in, we want high detail; wrinkles, textures —
the nitty-gritty. We want to go beyond pixels, we want to smell
and touch. A striking image strikes for just that very reason.
The more senses a visual is able to engage, the more attention it
receives and the more information is retained. Our minds are full
of an endless visual library, one that influences everything we see
and how we see it. All-encompassing visceral exposure draws on
a viewer’s memories, past sensations and experiences, building
stronger connections in the brain.
Our culture has succumbed to information overload, but our senses
still yearn to be stimulated. What happens to real meaning in an
age of digital excess? Technology has developed around us at such
a break-neck pace that few have had a chance to catch their breath.
But there is a growing clarion call to return from where we came—
we want the feel of handmade, we want the details of the precious
moments of our everyday lives. We want what’s real—or at least,
what feels real.
40% of people will respond better to visual information than plain text.
Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx
40%

Can you taste the yolk of this egg?
168066978 / Dean Belcher

Can you hear the traffic of Times Square?
451834035 / Michael H

Can you smell the fragrance of these lilies?
105471783 / Adrian Samson

We’re fatigued by how digital life has
become,” says Grossman. Our culture
has become driven by information
overload, but our senses still yearn
to be stimulated. What happens to
meaning in an age of digital excess?”
Pam Grossman, Getty Images Director of Visual Trends

In every story ever told, a powerful
character has fueled the narrative. These
figures embody an array of personas that
have remained more or less the same for
thousands of years. Archetypes are written
in our DNA and are just as powerful today
as they were at the dawn of humanity.
173160722 / MoMo Productions

They have been used as the main elements of storytelling
throughout human history. Carl Jung, who was the first to
explore and define archetypes, believed that all of mankind’s
most influential ideas boiled down to these character traits,
which allow us to use our senses to facilitate recognition and
foster connections.
The most relevant branding archetypes, for instance, are Caregiver,
Jester, Lover, Outlaw, Explorer, Creator, Hero, Magician, Sage, Ruler,
Innocent and Everyman. These have evolved from a traditional
set of classic characters and storylines that are still just as
powerful today and can be used as inspiration to build powerful
communication strategies. Through understanding the archetypal
stories that shape our culture and values, brands can create more
engaging content and better connect with their audiences.
83% of human learning is visual.
Source: hp.com/large/ipg/assets/bus-solutions/power-of-visual-communication.pdf
83%

The sweet spot happens when you
find an image that taps into something
ancient, timeless and universal, yet is
incredibly contemporary.”
So then let’s ask ourselves, what does the modern woman look like?
Evolution hasn’t stopped—she’s different than she’s ever looked
before, and yet she is the same. Traditionally, she may have been the
Caregiver. Today, she’s a little bit of everything, all rolled into one.
Her complexity speaks to a broader audience, helping carry her voice
farther than ever before.

We happen to be living through one of the most
exciting eras of history, and nothing reminds us
more of this than a powerful visual. This is an
age of globalization and uprising, of revolution
and new ideals. Cultural relevancy is on every-
body’s minds and lips. That’s why it’s vital to
keep on top of the game and ahead of the crowd,
delivering localized content in real-time.
483211641 / AAMIR QURESHI & Staff

Today, we have nearly 200 years worth of
stunning photographs and moving images
that continue to construct meaning for
moments gone by, giving them life long
after they’re gone. The difference between
a great photo and a forgettable one is an
instant gut reaction—you know it when you
see it. That’s why it’s vital to keep on top of
the game and ahead of the crowd, delivering
localized content in real-time.
Know your audience and trust them to open
their minds. When it comes to marketing,
viewers need to feel a connection with the
brand through some regional or cultural
relevance, while the brand maintains global
appeal. How can you choose visuals that
highlight regional culture while tapping into
global human values?
To connect with audiences, choose images
that capture a moment in real time and make
relevant connections with how we live our
lives today. The best visuals are immediate
and timeless effortlessly and simultaneously.
The image that speaks to each generation
is constantly changing, and visual producers
need to be on top of that evolution. What’s
coming next? How can you connect with
your audiences to anticipate the next
visual trend?
44% of users are more likely to engage with brands if they post pictures.
Sources: fastcompany.com/3000794/rise-visual-social-media, slideshare.net/performics_us/performics-life-on-demand-2012-summary-deck
44%

It’s necessary to take risks, even if they
may alienate some of your audience.
It’s always good business practice to
be progressive and assume that people
are going to catch up.”

Want more? Click here to visit the microsite!
187863969 / Thomas Barwick

The Power of Visual Storytelling

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