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