While many of us think that words are more important than images, we can learn a lot from what we see.
In the Public Relations Society of America article, “Looking Good: Why Visual Content Has Become the Heart of Marketing and Public Relations,” Malayna Evans, Ph.D. explains people respond better to visual information than text alone. In a study by the Wharton School of Business 50 percent of the audience was convinced of the message’s claim by a purely verbal presentation versus 67 percent by a verbal presentation accompanied by visuals.
Going “visual” is key for an individual, message or brand to grow relationships with its audience. Social media is a great new tool for visual storytelling, especially for female athletes. Platforms like Instagram provide an outlet for them and their sport that would not otherwise be represented.
Star of the Netflix original docuseries “Cheer,” Gabi Butler uses Instagram to reach her 1.5 million followers. In its first season, Butler’s competitive cheer squad from Navarro, a two-year junior college from Corsicana, TX, is looking to win another national collegiate championship.
So, what can Butler, an all-star cheerleader, teach us about effective visual communication in public relations? Before her Netflix’s debut, she was a YouTuber, had her own reality webseries, and created a bikini line.
Many of the same aspects Butler uses when posting to Instagram are the same guidelines you can follow to create an effective image that delivers a message to your audience.
These basic principles, as outlined in 99design blog, “The 7 Principles of Design,” by Meg Reid, can be used across platforms and for various purposes, whether to increase followers or present a campaign to your client.
Butler’s visuals use the following principles:
Scale: All the photos Butler uses are the same square shape and size. This creates rows and columns for the eye.
Color: Butler consistently uses one of the three primary colors, red, throughout her posts. This color comes from her iconic Navarro cheer uniform and creates unity among her posts.
Alignment: In Butler’s bio on Instagram, everything is left centered. This keeps each bullet of information separate and easy to transition to.
Contrast: No two photos placed next to one another are identical. Butler also uses blue between her common red theme to make her images “pop.”
Next time you are creating an infographic, media post or presentation for your client, remember these principles as well as these other useful design rules:
Repetition: By repeating elements in your design, you achieve repetition. This creates consistency and cohesiveness.
Hierarchy: When you place elements in your design in order of importance, the eye is lead from one piece of information to the next to properly communicate your message.
Balance: Balance can come from color, size or texture and gives your design stability. Without balance, the eye may feel as if it is slipping off the page.
Proximity: Grouping related items together and unrelated items further apart, gives organization and structure to your design.
As you become more comfortable, you will find your style. Most importantly, go “visual” and tell your story.