Discover the foundation, power, and necessity of visual communication with this essential guide. Visual communication has changed. It’s gone from being an optional medium for relaying information to an important method for building connections and increasing understanding. We now use visual storytelling to help us establish and strengthen relationships, engage distracted audiences, and bring clarity to complexity. Killer Visual Strategies examines how visual communication has transformed how brands connect with their customers and colleagues alike. It looks at the growing audience demand for quality visual content and how organizations must meet this demand or risk being left behind. Killer Visual Strategies traces the history of visual communication and explores why it now plays an integral role in our daily lives. As Amy Balliett tells the story of this evolving medium, she naturally incorporates visuals, such as timelines and data visualizations throughout. In addition to providing actionable rules to follow for creating high-impact visual content, Balliett also explores the latest trends, including visual search, augmented reality (AR), and virtual reality (VR). Then, she looks forward to what lies ahead in this dynamic field. The book’s topics can benefit readers in a range of professions where visual content is now vital to sharing a message.
• Learn best practices for visual communication
• Gain inspiration from countless visual examples
• Stay on top of the latest trends in visual communication
• Understand visual communication for marketing, sales, design, HR, and more
Killer Visual Strategies provides a clearer picture of the evolution of visual communication as a fundamental part of how a story is told.
Author(s): Amy Balliett, Guy Kawasaki
Edition: 1
Publisher: John Wiley & Sons
Year: 2020
Language: English
Commentary: TruePDF
Pages: 242
Tags: Visual Communication
COVER
COPYRIGHT
TITLE PAGE
CONTENTS
FOREWORD
INTRODUCTION
HOW TO READ THIS BOOK
THE ACCIDENTAL AGENCY
PART ONE: VISUAL CONTENT IS KING
CHAPTER 1 ENVIRONMENTAL INFLUENCES AND THE RISE OF VISUAL CONTENT
ENTER A NEW MILLENNIUM AND THE RISING DEMAND FOR VISUAL CONTENT
2007: THE YEAR THAT CHANGED EVERYTHING
A DECADE DRIVEN BY VISUAL MEDIA
CHAPTER 2 VISUAL CONTENT AND HUMAN NATURE
THE BRAIN SCIENCE OF VISUAL COMMUNICATION
SPEAKING VISUALLY IS NATURAL—AND NOW, IT’S EXPECTED
CHAPTER 3 QUALITY VISUAL CONTENT REIGNS SUPREME
SO: BEAUTIFUL DESIGN REIGNS SUPREME?
TODAY’S AUDIENCES HAVE TWENTY-FOUR-KARAT-GOLD EXPECTATIONS
PART TWO: 8 RULES OF VISUAL COMMUNICATION
CHAPTER 4 RULE 1: ALWAYS THINK ABOUT CON-TEXT
EXERCISE: HOW LONG WILL COMPREHENSION TAKE?
CHAPTER 5 RULE 2: SMALL VISUAL CUES HAVE A LARGE IMPACT
TWITTER’S INFAMOUS STAR-VERSUS-HEART WAR OF 2015
EXERCISE: EMBRACING UNIVERSAL IMAGERY
CHAPTER 6 RULE 3: THERE’S NO GOLD AT THE END OF THAT RAINBOW
CHOOSING THE RIGHT COLORS FOR YOUR VISUAL CONTENT
EXERCISE: DO THESE COLORS MATTER?
CHAPTER 7 RULE 4: GOOD VISUAL STRATEGISTS ASK “WTF?!”
EXERCISE: FONT ASSOCIATION IN ACTION
CHAPTER 8 RULE 5: AVOID THE STIGMA OF STOCK
THE GROWING AVERSION TO STOCK IMAGERY
IT’S NOT JUST STOCK PHOTOGRAPHY: STOCK ILLUSTRATIONS POSE RISKS TOO
EXERCISE: WHEN STOCK IMAGERY IS ALL YOU CAN USE
CHAPTER 9 RULE 6: STAND OUT AT THE COCKTAIL PARTY
YOUR AUDIENCE WANTS CUSTOM, PERSONALIZED CONTENT
EXERCISE: WHICH APPLE APPEALS MOST TO YOU?
CHAPTER 10 RULE 7: USE PROPER DATA VIZ THROUGHOUT
CASE IN POINT: DON’T SKIP THE SCALE
ADHERE TO THE COMMON LANGUAGE OF DATA VIZ
DRESSED-UP DATA VIZ CAN DO MORE HARM THAN GOOD
EXERCISE: TOP DATA VISUALIZATION MISTAKES TO AVOID
EXERCISE RESULTS: HOW TO CORRECT DATA VISUALIZATION MISTAKES
CHAPTER 11 RULE 8: COMMIT TO THE TRUTH AND PROVE IT
TRUST IN BRANDS CONTINUES TO DECLINE
EXERCISE: PROPERLY SOURCING INFORMATION
CHAPTER 12 RULES ARE MEANT TO BE BROKEN
BREAKING RULE 1: ALWAYS THINK ABOUT CON-TEXT
BREAKING RULE 3: THERE’S NO GOLD AT THE END OF THAT RAINBOW
BREAKING RULE 4: GOOD VISUAL STRATEGISTS ASK “WTF?!”
BREAKING RULE 5: AVOID THE STIGMA OF STOCK
BREAKING RULE 6: STAND OUT AT THE COCKTAIL PARTY
BREAKING RULE 8: COMMIT TO THE TRUTH AND PROVE IT
PART THREE: YOUR VISUAL STRATEGY
CHAPTER 13 YOU CAN’T CREATE GREAT CONTENT WITHOUT A GREAT TEAM AND PROCESS
CREATING GREAT VISUAL CONTENT IS LIKE BUILDING A HOUSE
FINDING YOUR CREATIVE CONTENT TEAM
CHAPTER 14 GOING THE FREELANCE ROUTE
RATE OF PAY IMPACTS QUALITY OF SERVICE
FINDING THE RIGHT FREELANCER FOR YOU
CHAPTER 15 BUILDING AN IN-HOUSE TEAM
THE CHALLENGES OF BUILDING A GREAT TEAM
FINDING A TRUE VISUAL COMMUNICATOR
THE COST OF IN-HOUSE
POST-SCRIPT
APPENDIX A: TERMS AND DEFINITIONS
VISUAL COMMUNICATION
INFORMATION VISUALIZATION
VISUAL STORYTELLING
VISUAL IDENTITY
VISUAL LANGUAGE
VISUAL STRATEGY
VISUAL COMMUNICATION CAMPAIGN
APPENDIX B: TOOLS
THE ADOBE CREATIVE CLOUD
LINKEDIN LEARNING AND LYNDA.COM
THE NOUN PROJECT
LOST TYPE
DRIBBBLE
COLOURLOVERS
APPENDIX C: PRODUCTION TIME ESTIMATES
APPENDIX D: A TIMELINE OF VISUAL COMMUNICATION
RESOURCES
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
INDEX
EULA
