VISUAL RESONANCE—PART 6
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 defines visual resonance as:
“ The ability to evoke or suggest personal images, memories, and emotions. ”
One of the contributors to visual resonance is novelty. Mumaw emphasizes that difference is noticed. Oreo did this effectively by sculpting various shapes and images out of their traditional cookies.
I believe that difference can be simple or complex. It all depends on your preferences and your creativity. What is important for the organization is that it is willing to try. A great way to start is by asking two important questions:
- What have we done in the past?
- What can we do in the future that we have never done in the past or that we can do differently?
By analyzing the answers to the first question, you will lay the groundwork for creative answers to the second question. You have to understand the inventory of your past to unleash the potential of your future.
The organization or creative that wants to connect with its audience must be willing to capitalize on novelty. You never know how that might play into personal images, memories, and emotions.
