While written communication and messaging such as press releases, reports, signage, and articles have power to advance behavior change initiatives, a picture is worth a thousand words.
As much as humans are story-based creatures, we are visual creatures even more so.
A popular communications mantra to assist with telling effective stories is “show don’t tell.” In other words, the best stories *show* you what you are supposed to know instead of spoon-feeding the information.
This is why visual communications are so effective. When designed correctly they *show* you exactly what you need to understand.
The Power of Visual Storytelling
Let me give you an example of the power of visual storytelling.
Above is a painting by Spanish artist Jusepe de Ribera titled, Apollo and Marsyas.
But before I tell you the story behind this painting, I just want you to look at it for a second. Look at the pain on the man’s face near the bottom. Look at the expression of the man with the wreath and the pinkish cloth. Look at what is being depicted in this image. It is horrifying.
I remember as a child seeing this painting in the Museum of Fine Arts in Houston, Texas. Even before I understood what I was seeing, this painting terrified me.
Now, let me tell you the story of Apollo and Marsyas.
Apollo and Marsyas
According to legend, one day a man named Marsyas challenged the mighty god of music, Apollo, to a musical contest. Marsyas had often boasted of his incredible skill on the aulos (a double-reed flute) but in his pride, he believed that he had more musical talent than even Apollo.
In the contest, Apollo played his instrument (a stringed cithara) first, followed by Marsyas who played the aulos. It was a close call, but the judges deemed Marsyas the victor of the first round. In the next round, however, Apollo accompanied his music with a lyrical song. His voice was so beautiful that Marsyas didn’t even stand a chance.
Because of his unmatched skill in the second round, Apollo won the competition and claimed the prize of the victor: the freedom to do whatever he wished with the loser.
Apollo chose to punish Marsyas for his crime by tying him to a tree and skinning him alive, perhaps to make a wine flask out of Marsyas’ skin.
The end.
The story of Marsyas and Apollo is disturbing, to say the least, but it is the painting that makes the story come to life. The painting brings out the visual pain and destruction that Marsyas received. It brings out the indifference that Apollo feels while torturing Marsyas. It brings out terror, vulnerability, power, and the consequences of hubris.
And it highlighted all these emotions within this graphic scene without using a single word.
That is the power of visual storytelling.
Making America Great Again
In honor of the upcoming elections, I decided to make a communications campaign around American wildlife conservation.
Using a well-known American catchphrase, vivid design, and concise messaging, this campaign is a great example of the application of various Making Shift Happen BEHAVIORAL Building Blocks and Made to Stick SUCCES Principles to create visuals that can inspire change.
Because this campaign has a ton of political weight, I opted not to post it on social media, however, you can see the 5 graphics I designed below, playing off of President Trump’s 2016 presidential slogan.
This campaign seeks to redefine what Making America Great Again truly means.
Instead of romanticizing a country free that thrives on systemic racism and oppression, these visuals focus on a piece of what I believe actually makes America great: our natural American wildlife.
As we touched on in the BEHAVIORAL Building Blocks, vivid experiences are more memorable and likely to influence behavior.
While the default is often to use vividly negative scenarios to grab attention and evoke emotion, vivid imagery and experiences don’t have to be negative to inspire action. Vivid positive storytelling can do the same thing.
In the brief campaign that I drafted above, I took a positive approach.
Each of the animals that I highlighted are threatened or endangered in some shape or form, but instead of using the campaign to call out the faults in American environmental conservation, I used vivid imagery to spotlight how wonderful American wildlife is in the first place.
I focused on the good, not the bad, of the situation.
In Conclusion
While written and verbal communication plays a vital role in advancing behavior change initiatives, the power of visual storytelling cannot be overstated.
As humans, we are not only story-based creatures but also visual ones.
The example I provided of my "Make America Great Again" campaign further demonstrates the power of visual storytelling. By using vivid imagery and sticky messaging, we can reframe narratives and inspire positive change.
In conclusion, visual storytelling is a powerful tool for driving behavior change. By combining compelling visuals with effective messaging, we can create campaigns that resonate with audiences and inspire action.
Comments