Visual content

Appropriate visual content is more enduring in the minds of the audience

When it comes to delivering a message to your audience as quickly as possible and getting the most feedback, visual content is the best option. In fact, images (photos, graphics, infographics, etc.) are not only decorative, but also one of the most useful content that, along with other content, can help attract more audiences. With the help of the right visual content, the minds of the audience and customers can be involved and taken to viewing other contents.

Visual content is one of the challenges of content marketing. Its importance is due to the permanence of images in the memory of the audience. When people receive information, they remember only ten percent of it after three days, but if they receive an image with that information, they will remember 65 percent of the information three days later. Therefore, because of the efficiency and the power of our visual memory, the production of visual content is important.

Visual content includes various types of photos and graphic works. It should be noted that in some categories, video is also a kind of visual content. This approach is essentially correct, but due to the images being dynamic in video content and the difference between the production process and the type of use in content marketing, it can be considered a category independent of content.

In the following, the types of visual content are divided into two sections: photos and graphic images.

1. Photography

The art of photography has a history of about 200 years (Since 1822). Throughout the two centuries, this art has become one of the most popular human achievements through great changes. The slightest progress in the fields of science, art, industry and society has affected photography and has made this art present in all important events of the world. Since the middle of the nineteenth century photography has provided a lot of information and data for future generations as illustrative media.
Photography was soon used in various fields. From the beginning of the twentieth century, with the acceleration of scientific and industrial advances and the emergence of economic and commercial competitions that created new advertising, photography was used as one of the pillars of this industry. One of the most important leaps in this art was the emergence of its digital form and its easy and cheap access to the public. This revolution was completed by smart touch mobiles and made photography a part of people's daily lives.
In content marketing, the photo is an essential element and marketing is almost not viable without it. Today marketers are focusing on SEO images to reach new customers. We will publish articles about this in Sharivan's blog, but now let's get acquainted (gain, obtain) with present-day techniques that came from Content Marketing.

2. Industrial Photography

Industrial, civil, service, scientific, agricultural and etc
For several decades, it has been customary in Iran to produce photographs and documentaries that are ordered by the managers of a production, economic or service activity, and in general its subject is the production process of a product, service, event or similar activities called “Industrial Photography or Documentary”. However, since the word industry limits the wide range of proprietary documentaries of companies, productions, events and so on, it may be more appropriate to use the term “Business Documentary” because all the fields mentioned and all human activities in order to earn money fall into the scope of business.
Photography as a popular media is always a good option to display products, activities and services. The function of industrial photography is the accurate, complete and qualitative presentation of an industrial, civil, scientific, agricultural product, or service considering the features and applications. Taking a photo of any product or activity requires attention to the type of product and activity, application as well as marketing objectives.
Today, advances in the digital world have made photography possible for everyone, but without a doubt, producing photos for advertising purposes, providing a true picture of the product and type of activity, and preparing an archive of project implementation process requires equipment, technique and knowledge. Taking photos with the aim of inserting printed items, environmental advertisements, posting on sites and social networks are done completely differently from each other, and in many cases, not paying attention to this has made the result undesirable.

3. Photography of Products

Many industrial, civil, agricultural, and scientific activities lead to the production of products. The final product of various activities are required to introduce to the market, advertise and provide an accurate picture of quality, application and features. Photography of products based on the type of use of the photo (printing on paper, billboards, site, etc.) are photographed in different environments (studio, real space, production space).
In many cases, small, and portable products are photographed in the studio with a one-colored background, and such images are used by designers for a variety of purposes. In special cases where details need to be recorded, large and heavy products are also transferred to large studios. (Industrial parts, auto parts, tools, decorative items, etc.)
In some cases, based on needs, and design ideas, it is necessary for the product to be photographed in a real environment with an emphasis on functional features. In these cases, the decor is arranged and designed in the studio, or the real environment is used with professional lighting. (Foods, household items, home appliances, cosmetics, etc.)
Sometimes it is necessary to photograph the products in the production environment and emphasize the product and the production environment and the workshop at the same time. (Machinery, large industrial parts, industrial foundries, agricultural products, etc.)

4. Environmental Photography

Many industrial, civil, agricultural, and scientific activities are carried out in a large area with machinery, equipment and a significant number of personnel. In such cases, in addition to taking photos of the products, photos of the operating environment, facilities and equipment are also needed. In some activities such as roads, dams and tower construction, the final product is part of the activity environment and photography during the project implementation process provides an accurate picture of the activity. Also, in many factories, production units, and industrial greenhouses, in addition to emphasizing the products, attention to detail, quality, equipment being up-to-date, environment and technology used will also require photography.

5. Heli shot

Depicting the vastness of space and place, capabilities, tools, facilities and performance of many industrial, civil, agricultural, scientific activities are not possible only with conventional photography and from a human point of view. The extent and magnitude of many projects, productions, scientific and research centers, and agricultural activities do not even appear in visits and face-to-face observations.
Aerial view or helicopter shot (Heli shot) is very useful considering the angle of view that is very different from the human angle of view and also the possibility of wide image coverage while providing visual appeal to provide a more accurate image of different spaces. Today, with the possibility of using aerial photography technology by quadcopters, high-angle images of performance, facilities, capabilities and industrial, civil, agricultural, scientific spaces can be provided.

6. Portrait Photography

After the advent of photography, portrait photography was one of the first and most popular series of photographs. This popularity has been maintained to this day. The most important feature of a portrait photo is the emphasis on the human face. This branch of photographic art has been considered by photographers, art critics, anthropologists and collectors during its nearly 200 years of photographic history by combining psychological perspectives and attention to the personality aspects in the faces. Portrait photographs are usually categorized in different ways based on the subject or technique.
In addition to decorative or personal use, portrait photographs can be used to introduce the personnel of companies and organizations, as well as honors and awards. Publishing books and holding exhibitions of prominent figures in various fields is one of the common methods. Implementing homological portrait photos that have been prepared based on the technical principles of portrait photography in site design, general catalog, and dedicated page of social networks, enhances attractiveness and visual quality in companies, organizations, and factories.

7. Event Photography (News)

Seminars, conferences, press conferences, openings, visits, honoring employees
Companies, organizations, and institutes in line with their objectives, always participate in events such as exhibitions, conferences, seminars, and press conferences inside and outside the country. Media coverage, as well as accurate reporting of these events, always requires appropriate photos and images. These photos will also be needed for inclusion on the site and other media spaces of companies and institutions. Sometimes the public relations of companies and organizations take photos of these events themselves. However, in many cases, these matters are left to professional photography teams so that the staff at the event can take care of other matters.
Photos taken from different events have different functions. Inserting photos on the site and other social networks dedicated to companies and institutions, using them in the archive, inserting them in special printed items (magazines, catalogs, brochures, deadlines, etc.), and sending them to the media for news coverage are some of the uses of the photos taken from events.

8. Graphical Images

Graphics can be considered as the oldest human art. Our ancestors used abstract images on the walls of caves and buildings thousands of years ago to express concepts and pass them on to each other or to future generations.
Today, even ordinary social media users implement graphic effects to create social media posts on a daily basis. In content marketing, graphics also play a crucial role in keeping content relevant, engaging and guiding audiences, and achieving ultimate objectives. Visual appeal is considered as both a whole and a determining element in the design of components of a marketing campaign, that is, adherence to a core idea and its multiplicity along with creativity in the components of a visual advertising campaign. Graphics also have different sections, here are some of them:

8.1. Creating a Visual Identity

Organizations and businesses communicate with their audiences based on visual identity based on which they can keep their nature in the minds of their audiences. The face of the brand is created through color, shape and images, and its reflection is seen in all visual elements such as logos, office sets, visual space of the physical environment of businesses, blogs, social network posts, and so on.

8.2. Advertising and Marketing Graphics

Designers are one of the main pillars of advertising campaigns. In fact, the final result of all marketing decisions, approaches and objectives is reflected in its visual aspect. This is why many people consider the main job of graphic designers to produce advertising designs. Some of the graphic designs used in advertising campaigns include: magazine and newspaper advertising, poster design, banners and billboards, catalogs and brochures, business card design, infographics, packaging, email marketing design, network advertising social media, posts and images for the website, and etc.

8.3. User Interface Design

The user interface (UI) determines the user interaction with the website and application. Emphasis is placed on making communication and interaction easy and user-friendly. In fact, the goal is fast and practical access to users with all sections of the site, application, game and so on.

8.4. Graphics for Publishing

Publishing products usually have a lot of content, but the amount and type of presentation depends on the design. Some of the products that designers prepare for publication include: books, magazines, newspapers, newsletters, periodicals, catalogs, brochures, and more.

8.5. Illustration

Visualization is the creation of a message, concept and purpose visually. In addition to the use of graphic techniques and knowledge, other visual arts’ techniques are also used for illustration. You have seen examples of illustrations on the covers of books, comic strips, web pages, environmental advertisements, computer games, and more.
Other types of graphic works include environmental design and packaging design.