Visual Storyte
“For the NASCAR
fan, it’s all about the
experience. American ethanol
fuels that fan experience.”
Think of the most beloved books from your childhood. Or the
stories you hoped your kids would ask for because, secretly, you
liked them just as much as your child. Certainly, you remember
the titles. You probably recall a few memorable phrases, like “I’ll
eat you up I love you so.”
What are unforgettable, however, are the images.
That doesn’t change as we grow. Research shows that roughly
65% of people are visual learners1, and that the human brain
processes visualization 60,000 times faster than text 2 . Visuals
help us tell our stories quickly with impact and emotion. But
they have to be the right visuals, used in the right way, to
complement the written word.
Perhaps the most common mistake made, in terms of content
creation, is viewing images as placeholders. “Well, that story is a
bit short. Let’s slap a stock photo in there to take up the space.”
While it’s true that just about any photo is better than a gaping
hole, a far better technique is a strategic approach that identifies
which images need to be captured in order to multiply the
impact of a given message.
PAGE
6
FEWER WORDS, GREATER IMPACT
In some cases, words need Ѽ