Images are what come to our mind and we think with images. It is the visual language that stimulates images in our mind. Knowing this, why should we pay attention to this element in our business?
If you can plant a positive image in the mind of anyone you are trying to persuade, you are very close to achieving what you want. Here is an example of how the art of advertising through visual language, forever transformed the Starbucks chain of stores as we know it today.
A story of success due to visual language
When Starbucks reinstated CEO Howard Schultz after years of declining in value, the company changed its approach. They did not come up with a new ad like: “We are getting back to our roots” or “We recommend the quality of our coffee to you”, but closed stores nationwide for three hours.
The reason was simple, they were retraining every bartender to see how capable they were to make the perfect cup of coffee. It turned into a national news story, and the closed stores stuck in people’s minds as an definite idea – “This is how Starbucks takes tremendous care of its customers.” It was worth the try, because Starbucks boomed as a business.
We categorize the images in the form of symbols. A symbol can be a person, an object or an action, but it must be concrete and tangible. For example, immigration policy is conceptual, while walls are something everyone can imagine. Symbols have the power to transform conversation in a way that a long story cannot.
How does visual language affect us?
The task of the visual language is to plant an image that stays in the mind of your audience. For example, which statement creates a better picture: “I’m a great editor” or “I have only one rule: I write once, I edit thrice?” – “I’m a great project manager” or “I do not leave my job until every box is systematized? “
“Visual language that stays in the memory of your customer is more important than anything else.”
Our choices are not logical, but emotional
Studies have shown that consumers place more weight on ordinary people’s criticism of a product than on professional evaluations. This shows that our choices are not logical, but emotional. So, this is why dua.com has invested in creating a logo that is emotionally connected to each user. The symbol of the eagle, the handshake (besa) and the heart (indicating love = te dua) have been deliberately chosen to represent everything dua.com represents as a symbol and idea.
So businesses need to put the right weight on visual language as a powerful tool that stays in the minds of consumers and connects emotionally with them.
If you want to succeed, and convince people that you are worth it, think of the most vivid image you can convey. Pay proper attention and be a witness to your success.