How Visuals Sell

[ THREAD ]

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Visuals are powerful for three reasons:

1. We tend to assume they are true
2. They override our brain's logical defenses
3. They ignite the emotional regions of the brain

Together, these make visuals the most effective form of persuasion.

Lesson #1: Make It Big

There's no way around it. Size sells.

Why do you think religious and state institutions made things on an epic scale?

The most iconic buildings overwhelm you visually and project power on a visceral level.

On a practical note, this means that if you're using visuals, make them big. Bigger than you think is needed.

—Bleed off the edges
—Zoom in on subjects
—Use full page spreads

Also, you should...

Lesson #2: Make It Beautiful

Part of me wishes this weren't true. But it is.

Appearance sells—and in a big way.

Does anyone actually think you could persuade people to drop $10,000 for LUGGAGE without high-end visuals?

Lesson #3: Make It Social

When people are unsure of what to do, they look to other people for cues.

Trump rally photos are 100% visual persuasion. As are religious gatherings.

Lesson #4: Make It Emotional

Most visual persuasion is intended to sidestep logical reasoning.

The only thing more powerful than a nicotine addiction?

Highly targeted visual persuasion by the world's best ad agencies.

Lesson #5: Make It Colorful

Color vision helped our ancestors forage. Identify red fruits against a background of green foliage, and you win.

Most people think we've evolved enough that we're not influenced by colors.

We haven't...

Nobody uses color to sell better than Apple.

In fact, their marketing strategy uses almost all the levers of visual persuasion:

1—Make it big and beautiful (oversized product shots)
2—Make it colorful (gradients, bursts of nebulous color)
3—Make it emotional (smiling faces)

Conclusion:

If it's an option, visual persuasion is the fastest route to influence.

Here is the checklist for ambitious persuaders:

Make it big
Make it beautiful
Make it social
Make it emotional
Make it colorful

Do you ever wonder how you can exert more influence? Get people to buy into your vision of the world?

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That's all friends!

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