VISUAL RESONANCE—PART 8
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. ”
Mumaw emphasizes that the power of the picture’s composition captures our attention. I agree heartily. Certain images simply draw you into them because they instantly tell a story or imply matters that are off screen. Our imagination takes over and perpetuates the work started by the photo’s initial presentation. That ongoing imagination reserves space in our brains. It connects us to the brand and the brand to us, and therein lies its power.
The organization or creative that wants to connect with its audience must always remember that the composition of the picture can write more than mere words on the recipient’s brain—even beyond its viewing. And isn’t that exactly what you want your brand to do?
