In the world of visual communications, there is nothing better than showing what you mean. The maker of a clip-on HD360x zoom lens for cell phones provides a great example.
In a single picture, the manufacturer shows how the zoom lens works, where it goes on a cell phone with a built-in camera and what images it can produce.
Of course, the picture doesn’t answer the question of lens quality, price or availability. But the picture makes you want to look to find out.
When viewers click on hd360x.com, they are greeted by a quick-paced slide show that reinforces the “pictures tell the story” theme by showing what the lens can do (including doubling as a monocular) and providing key specifications.
An ad about a camera lens is a no-brainer for “show me” visual communications, but so are many other messages. Fast food chains zero in on their menu items. Car companies put viewers in the driver’s seat. Computer makers dazzle showing what their laptops and tablets can do.
At their best, visual communications demonstrate a solution to a problem. The makers of the HD360x zoom lens, for example, solve the problem of shooting far away subjects on your cell phone without toting around a separate DSLR camera.
The HD360x image also shows the relative simplicity of how the product works. You snap on the lens pretty much like a clip for an open bag of potato chips. Who hasn’t mastered that skill?
Most important, the image is eye candy. You can’t miss it and you can’t take your eyes off it.
Words still have a place in paid media, but powerful images that show, explain and satisfy to the eye are a dominant way of showing your value proposition in an instant. If you don’t try to find a visual to tell your story, you miss out on your own best punch line.
Another great example of an eye-popping visual story of ironworkers sitting atop a tall tower with the simple explanation: “Building America."