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.
