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187863969 / Thomas Barwick
NewsCred has teamed up with
Getty Images to bring you the four
principles of visual storytelling—
authenticity, sensory, relevancy & archetype.
Click here to visit the interactive microsite directly
NewsCred + Getty Images present The Power of Visual Storytelling
169874099 / ReeldealHD
Never before has the human race been
better at spotting a fake. Getty Images
Director of Visual Trends, Pam Grossman,
confirms: “The viewer’s eye has become
a lot more sophisticated,” and what it
wants—above all—is something real.
NewsCred + Getty Images present The Power of Visual Storytelling
129748349 / Oliver Rossi
In the age of the selfie, people want something that speaks to
them personally. Images that come off as constructed, airbrushed,
or posed no longer resonate. People want the unpredictable, but
familiar at the same time. They want real, candid moments from
everyday life. Moments that speak to the human experience.
That’s the kind of connection that secures a strong and stable bond.
Authenticity taps into the passions and emotions of an audience,
letting them see something of themselves in the images and turning
them into eager advocates of the story you’re trying to tell. User-
generated content (UGC) reveals real people and places, meaning real
moments and emotions that establish a new kind of heightened
digital intimacy.
Articles that contain images get 94% more views than articles without.
Source: jeffbullas.com/2012/05/28/6-powerful-reasons-whyyou-should-include-images-in-your-marketing-infographic
94%
NewsCred + Getty Images present The Power of Visual Storytelling
So, how do you select authentic images for your brand?
First of all, keep it honest. It may sound obvious, but there
is tangible proof that real rules. According to the Wall Street
Journal, Olapic co-founder Jose de Cabo discovered that...
That’s something any marketer can get on board with.
Users clicking on photos of
real life people are twice as
likely to convert to a sale.
NewsCred + Getty Images present The Power of Visual Storytelling
The aesthetics of UGC—authenticity,
openness, the everyday—tap into
strong and important ideas... through
the realness of slice-of-life images,
brands show that they understand you,
your life and concerns.”
Micha Schwing, Getty Images Director of Content Strategy
NewsCred + Getty Images present The Power of Visual Storytelling
1B05370_0053 / BBC Natural History
We spend our lives almost entirely
online, but most of us have had it up
to here with digital. People want to cut
through the screen, and let themselves
be engulfed by visceral experiences.
NewsCred + Getty Images present The Power of Visual Storytelling
474613519 / Jodie Griggs
We want zoomed in, we want high detail; wrinkles, textures —
the nitty-gritty. We want to go beyond pixels, we want to smell
and touch. A striking image strikes for just that very reason.
The more senses a visual is able to engage, the more attention it
receives and the more information is retained. Our minds are full
of an endless visual library, one that influences everything we see
and how we see it. All-encompassing visceral exposure draws on
a viewer’s memories, past sensations and experiences, building
stronger connections in the brain.
Our culture has succumbed to information overload, but our senses
still yearn to be stimulated. What happens to real meaning in an
age of digital excess? Technology has developed around us at such
a break-neck pace that few have had a chance to catch their breath.
But there is a growing clarion call to return from where we came—
we want the feel of handmade, we want the details of the precious
moments of our everyday lives. We want what’s real—or at least,
what feels real.
40% of people will respond better to visual information than plain text.
Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx
40%
NewsCred + Getty Images present The Power of Visual Storytelling
Can you taste the yolk of this egg?
NewsCred + Getty Images present The Power of Visual Storytelling
168066978 / Dean Belcher
Can you hear the traffic of Times Square?
451834035 / Michael H
NewsCred + Getty Images present The Power of Visual Storytelling
Can you smell the fragrance of these lilies?
105471783 / Adrian Samson
NewsCred + Getty Images present The Power of Visual Storytelling
We’re fatigued by how digital life has
become,” says Grossman. Our culture
has become driven by information
overload, but our senses still yearn
to be stimulated. What happens to
meaning in an age of digital excess?”
Pam Grossman, Getty Images Director of Visual Trends
NewsCred + Getty Images present The Power of Visual Storytelling
114891552 / Martin Schuh
In every story ever told, a powerful
character has fueled the narrative. These
figures embody an array of personas that
have remained more or less the same for
thousands of years. Archetypes are written
in our DNA and are just as powerful today
as they were at the dawn of humanity.
173160722 / MoMo Productions
NewsCred + Getty Images present The Power of Visual Storytelling
They have been used as the main elements of storytelling
throughout human history. Carl Jung, who was the first to
explore and define archetypes, believed that all of mankind’s
most influential ideas boiled down to these character traits,
which allow us to use our senses to facilitate recognition and
foster connections.
The most relevant branding archetypes, for instance, are Caregiver,
Jester, Lover, Outlaw, Explorer, Creator, Hero, Magician, Sage, Ruler,
Innocent and Everyman. These have evolved from a traditional
set of classic characters and storylines that are still just as
powerful today and can be used as inspiration to build powerful
communication strategies. Through understanding the archetypal
stories that shape our culture and values, brands can create more
engaging content and better connect with their audiences.
83% of human learning is visual.
Source: hp.com/large/ipg/assets/bus-solutions/power-of-visual-communication.pdf
83%
NewsCred + Getty Images present The Power of Visual Storytelling
The sweet spot happens when you
find an image that taps into something
ancient, timeless and universal, yet is
incredibly contemporary.”
Pam Grossman, Getty Images Director of Visual Trends
So then let’s ask ourselves, what does the modern woman look like?
Evolution hasn’t stopped—she’s different than she’s ever looked
before, and yet she is the same. Traditionally, she may have been the
Caregiver. Today, she’s a little bit of everything, all rolled into one.
Her complexity speaks to a broader audience, helping carry her voice
farther than ever before.
NewsCred + Getty Images present The Power of Visual Storytelling
1B011590_034 / BBC Universal
We happen to be living through one of the most
exciting eras of history, and nothing reminds us
more of this than a powerful visual. This is an
age of globalization and uprising, of revolution
and new ideals. Cultural relevancy is on every-
body’s minds and lips. That’s why it’s vital to
keep on top of the game and ahead of the crowd,
delivering localized content in real-time.
483211641 / AAMIR QURESHI & Staff
NewsCred + Getty Images present The Power of Visual Storytelling
Today, we have nearly 200 years worth of
stunning photographs and moving images
that continue to construct meaning for
moments gone by, giving them life long
after they’re gone. The difference between
a great photo and a forgettable one is an
instant gut reaction—you know it when you
see it. That’s why it’s vital to keep on top of
the game and ahead of the crowd, delivering
localized content in real-time.
Know your audience and trust them to open
their minds. When it comes to marketing,
viewers need to feel a connection with the
brand through some regional or cultural
relevance, while the brand maintains global
appeal. How can you choose visuals that
highlight regional culture while tapping into
global human values?
To connect with audiences, choose images
that capture a moment in real time and make
relevant connections with how we live our
lives today. The best visuals are immediate
and timeless effortlessly and simultaneously.
The image that speaks to each generation
is constantly changing, and visual producers
need to be on top of that evolution. What’s
coming next? How can you connect with
your audiences to anticipate the next
visual trend?
44% of users are more likely to engage with brands if they post pictures.
Sources: fastcompany.com/3000794/rise-visual-social-media, slideshare.net/performics_us/performics-life-on-demand-2012-summary-deck
44%
NewsCred + Getty Images present The Power of Visual Storytelling
It’s necessary to take risks, even if they
may alienate some of your audience.
It’s always good business practice to
be progressive and assume that people
are going to catch up.”
Pam Grossman, Getty Images Director of Visual Trends
NewsCred + Getty Images present The Power of Visual Storytelling
Want more? Click here to visit the microsite!
187863969 / Thomas Barwick

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The Power of Visual Storytelling

  • 2. NewsCred has teamed up with Getty Images to bring you the four principles of visual storytelling— authenticity, sensory, relevancy & archetype. Click here to visit the interactive microsite directly NewsCred + Getty Images present The Power of Visual Storytelling
  • 4. Never before has the human race been better at spotting a fake. Getty Images Director of Visual Trends, Pam Grossman, confirms: “The viewer’s eye has become a lot more sophisticated,” and what it wants—above all—is something real. NewsCred + Getty Images present The Power of Visual Storytelling 129748349 / Oliver Rossi
  • 5. In the age of the selfie, people want something that speaks to them personally. Images that come off as constructed, airbrushed, or posed no longer resonate. People want the unpredictable, but familiar at the same time. They want real, candid moments from everyday life. Moments that speak to the human experience. That’s the kind of connection that secures a strong and stable bond. Authenticity taps into the passions and emotions of an audience, letting them see something of themselves in the images and turning them into eager advocates of the story you’re trying to tell. User- generated content (UGC) reveals real people and places, meaning real moments and emotions that establish a new kind of heightened digital intimacy. Articles that contain images get 94% more views than articles without. Source: jeffbullas.com/2012/05/28/6-powerful-reasons-whyyou-should-include-images-in-your-marketing-infographic 94% NewsCred + Getty Images present The Power of Visual Storytelling
  • 6. So, how do you select authentic images for your brand? First of all, keep it honest. It may sound obvious, but there is tangible proof that real rules. According to the Wall Street Journal, Olapic co-founder Jose de Cabo discovered that... That’s something any marketer can get on board with. Users clicking on photos of real life people are twice as likely to convert to a sale. NewsCred + Getty Images present The Power of Visual Storytelling
  • 7. The aesthetics of UGC—authenticity, openness, the everyday—tap into strong and important ideas... through the realness of slice-of-life images, brands show that they understand you, your life and concerns.” Micha Schwing, Getty Images Director of Content Strategy NewsCred + Getty Images present The Power of Visual Storytelling
  • 8. 1B05370_0053 / BBC Natural History
  • 9. We spend our lives almost entirely online, but most of us have had it up to here with digital. People want to cut through the screen, and let themselves be engulfed by visceral experiences. NewsCred + Getty Images present The Power of Visual Storytelling 474613519 / Jodie Griggs
  • 10. We want zoomed in, we want high detail; wrinkles, textures — the nitty-gritty. We want to go beyond pixels, we want to smell and touch. A striking image strikes for just that very reason. The more senses a visual is able to engage, the more attention it receives and the more information is retained. Our minds are full of an endless visual library, one that influences everything we see and how we see it. All-encompassing visceral exposure draws on a viewer’s memories, past sensations and experiences, building stronger connections in the brain. Our culture has succumbed to information overload, but our senses still yearn to be stimulated. What happens to real meaning in an age of digital excess? Technology has developed around us at such a break-neck pace that few have had a chance to catch their breath. But there is a growing clarion call to return from where we came— we want the feel of handmade, we want the details of the precious moments of our everyday lives. We want what’s real—or at least, what feels real. 40% of people will respond better to visual information than plain text. Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx 40% NewsCred + Getty Images present The Power of Visual Storytelling
  • 11. Can you taste the yolk of this egg? NewsCred + Getty Images present The Power of Visual Storytelling 168066978 / Dean Belcher
  • 12. Can you hear the traffic of Times Square? 451834035 / Michael H NewsCred + Getty Images present The Power of Visual Storytelling
  • 13. Can you smell the fragrance of these lilies? 105471783 / Adrian Samson NewsCred + Getty Images present The Power of Visual Storytelling
  • 14. We’re fatigued by how digital life has become,” says Grossman. Our culture has become driven by information overload, but our senses still yearn to be stimulated. What happens to meaning in an age of digital excess?” Pam Grossman, Getty Images Director of Visual Trends NewsCred + Getty Images present The Power of Visual Storytelling
  • 16. In every story ever told, a powerful character has fueled the narrative. These figures embody an array of personas that have remained more or less the same for thousands of years. Archetypes are written in our DNA and are just as powerful today as they were at the dawn of humanity. 173160722 / MoMo Productions NewsCred + Getty Images present The Power of Visual Storytelling
  • 17. They have been used as the main elements of storytelling throughout human history. Carl Jung, who was the first to explore and define archetypes, believed that all of mankind’s most influential ideas boiled down to these character traits, which allow us to use our senses to facilitate recognition and foster connections. The most relevant branding archetypes, for instance, are Caregiver, Jester, Lover, Outlaw, Explorer, Creator, Hero, Magician, Sage, Ruler, Innocent and Everyman. These have evolved from a traditional set of classic characters and storylines that are still just as powerful today and can be used as inspiration to build powerful communication strategies. Through understanding the archetypal stories that shape our culture and values, brands can create more engaging content and better connect with their audiences. 83% of human learning is visual. Source: hp.com/large/ipg/assets/bus-solutions/power-of-visual-communication.pdf 83% NewsCred + Getty Images present The Power of Visual Storytelling
  • 18. The sweet spot happens when you find an image that taps into something ancient, timeless and universal, yet is incredibly contemporary.” Pam Grossman, Getty Images Director of Visual Trends So then let’s ask ourselves, what does the modern woman look like? Evolution hasn’t stopped—she’s different than she’s ever looked before, and yet she is the same. Traditionally, she may have been the Caregiver. Today, she’s a little bit of everything, all rolled into one. Her complexity speaks to a broader audience, helping carry her voice farther than ever before. NewsCred + Getty Images present The Power of Visual Storytelling
  • 19. 1B011590_034 / BBC Universal
  • 20. We happen to be living through one of the most exciting eras of history, and nothing reminds us more of this than a powerful visual. This is an age of globalization and uprising, of revolution and new ideals. Cultural relevancy is on every- body’s minds and lips. That’s why it’s vital to keep on top of the game and ahead of the crowd, delivering localized content in real-time. 483211641 / AAMIR QURESHI & Staff NewsCred + Getty Images present The Power of Visual Storytelling
  • 21. Today, we have nearly 200 years worth of stunning photographs and moving images that continue to construct meaning for moments gone by, giving them life long after they’re gone. The difference between a great photo and a forgettable one is an instant gut reaction—you know it when you see it. That’s why it’s vital to keep on top of the game and ahead of the crowd, delivering localized content in real-time. Know your audience and trust them to open their minds. When it comes to marketing, viewers need to feel a connection with the brand through some regional or cultural relevance, while the brand maintains global appeal. How can you choose visuals that highlight regional culture while tapping into global human values? To connect with audiences, choose images that capture a moment in real time and make relevant connections with how we live our lives today. The best visuals are immediate and timeless effortlessly and simultaneously. The image that speaks to each generation is constantly changing, and visual producers need to be on top of that evolution. What’s coming next? How can you connect with your audiences to anticipate the next visual trend? 44% of users are more likely to engage with brands if they post pictures. Sources: fastcompany.com/3000794/rise-visual-social-media, slideshare.net/performics_us/performics-life-on-demand-2012-summary-deck 44% NewsCred + Getty Images present The Power of Visual Storytelling
  • 22. It’s necessary to take risks, even if they may alienate some of your audience. It’s always good business practice to be progressive and assume that people are going to catch up.” Pam Grossman, Getty Images Director of Visual Trends NewsCred + Getty Images present The Power of Visual Storytelling
  • 23. Want more? Click here to visit the microsite! 187863969 / Thomas Barwick