You don’t hand them a lengthy instruction manual running into hundreds of pages or a 50,000-word white paper. So how do you communicate best with a visually-oriented audience? By using visual narratives. The single most striking observation to emerge from the research is that we are visual learners indeed. Students provided with visual illustrations report learning new ways of ordering information and facts ( Journal of Marketing Education ). Several studies have shown conclusively that students exposed to both verbal and visual cues score higher on comprehension. These findings add to a growing body of literature on visual learning. Overall, 44 percent of subjects were found to be visually oriented, with 8 percent having a mild preference for visual learning. More than half of the participants (57 percent) were markedly sensory-oriented while 21 percent showed a mild preference for sensory learning. However, the participants showed a marked preference toward sensory and visual learning over the intuitive style. The researchers found an almost even distribution of sequential vs. The findings in this study provide a new understanding of human cognition and modes of learning. Finally, visual learners prefer to be taught through pictures, flow charts, diagrams, and timelines.įigure: Medians and ranges intervals for all subjects ( Source ) There are also verbal learners who acquire information through active listening. Sensory learning involves connecting information to real-world examples while intuitive learners show a preference for abstract concepts and ideas. Active learners, on the other hand, process information in the context of a discussion, debate, or experiment. Reflective learners need to think about a subject or concept and prefer working alone. Global learners are only able to understand processes when they see the big picture while sequential learners process information in linear, logical steps. The researchers asked subjects to complete a 44-item questionnaire and evaluated their learning styles based on four scales – verbal vs. One study with a focus on information processing examined the preference for different learning styles. Research on the learning properties of the human mind sheds some light on the matter. There has been an ongoing debate on whether we are visual or verbal learners. Visual Storytelling for Archetypal Experiences. Given that visual storytelling is one of the most potent forms to connect with customers, let’s look at some of the ways it can benefit your communication efforts and marketing department. Moving narratives can build an engaged audience that wants to be part of your brand story. Narratives that build anticipation, evoke emotions, create intrigue, and invite engagement get audiences to commit to a brand story. Using data visualization, animation, icons, illustrations, infographics, and interactive experiences, brands can deliver compelling narratives across diverse channels and mediums. Visual storytelling which combines a narrative (hook) and visuals (attention grabber) enables brands to create engagement by bringing their messaging to life. It is used in marketing, business, and entertainment and is recognized as a powerful tool to convey diverse messages. Given the power of stories to capture the imagination, move, and inspire, it is easy to see why brands are increasingly using storytelling to reach wider audiences. Stories are about people, the choices they make, and how life-changing decisions reshape their priorities. When combined with a moving narrative about pain, loss, possibilities, meaning, and purpose, these mediums have the power to trigger an emotional response. It is also associated with a multitude of visual arts mediums, including animation, photography, video production and filmmaking, virtual reality, B2B events and conferences, and graphic recording. Today storytelling is used in areas like entertainment, journalism, and business communications. Art has evolved tremendously since the dawn of human creativity, enabling humans to share the richness of their inner experiences. Prehistoric humans carved, engraved, drew, and painted to record stories and communicate beliefs and experiences. Spanning from 30,000 to 10,000 BCE, the Old Stone or Paleolithic Age produced the first creative accomplishments in human history. Virtual storytelling is a relatively new concept but the idea has been around for a long time. Want a heads up when a new story drops? Subscribe here.
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