The Business Exchange Swindon & Wiltshire Edition 21: Oct/Nov 2015 - Page 13

CREATIVE THINKING “If a picture tells a thousand words then make sure you use images” Says Linda Donaldson Of Geometry PR As someone who spends a lot of time writing for a living, I really do enjoy the written word. I am perfectly at home reading pages and pages of text without an image in sight but for many people that is really not the case. The reality is unless our words and ideas are hooked into an image they tend to go in one ear and out the other. Researchers can pretty much prove anything but a recent study indicated that 93% of all communication is non-verbal. Well I don’t know if I fully believe this but certainly if you consider the way we intuitively use technology today it would suggest we are genetically wired to respond differently to colourful visuals than words. You need only consider the small, picture-led leaflet Apple produce as the operating instructions for its most sophisticated products, to get this point. Ask any journalist and they will confirm that very often the reason one news story will make it into press over another is because it has been supplied with a good or striking image. Read the headlines and main stories in the national new