VISUAL LITERACY – A BRAND REQUIREMENT

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The way we see and understand the world is becoming far more visual. We’re starting to think with images: looking around the physical world for ideal Instagram images, articulating emotions by calling upon icons and animations. Mobile devices are helping to drive the shift to a more visual vocabulary and aesthetic, which minimize or even supplant the need for text. Equipped with a dual-sided camera, touch screen and a keyboard that easily shifts over to emojis, mobile devices make it easier to rely on images than on words. Search is also getting more visual, thanks in part to image-recognition technology.

With more consumers communicating visually, a high degree of visual literacy will be imperative for brands. Brands will need to adopt a new visual lingo for communicating, mastering creative ways to express themselves and new ways to communicate with consumers. For instance, Starbucks encouraged its fans on WeChat to describe how they were feeling using an emoticon, responding with a song to match the mood. By the close of the campaign, Starbucks had tallied 62,000 fans and received an average of 22,000 messages per day, with the bulk of the interaction driven by
the emoticons.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros dkachiros@gmail.com dkachiros.com 214-596-8468

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