VISUAL RESONANCE—PART 2
As a member of the Social Media Club of Kansas City , I was privileged last month to attend a very exciting meeting at which Stefan Mumaw (Director of Creative Strategy at Hint) was the presenter. Drawing from his rich experience, Mumaw did an excellent job sharing an amazing array of ideas, tips, and observations that would be helpful to anyone involved in social media strategy, advertising, and marketing. His presentation was entitled “Visual Resonance.” It focused on the characteristics of images and videos that help to evoke a passionate audience connection and result in increased shares.
Mumaw talked much about emotion because it is the common human element that comes from our hearts. More specifically, his point was that people read emotions into images based on our experiences. That is powerful because it means that a picture will instantly command attention as it resonates with something in that person’s history. It calls up something from within, creating a tighter connection. This underscores how and why pictures have such potential.
Even though you might read a somewhat different emotion into a picture than I do, and even though your personal history is different from mine, the point is that the picture captures us each. Therein lies the power of the image. It is powerful not because of the image intrinsically but because of what it evokes from each of us.
I greatly appreciated the excellent job Mumaw did reminding us of these powerful human dynamics and how they relate to what we do in social media.
