When faced with traditional or visual content, 91% of buyers prefer visuals. This can manifest in dozens, hundreds, even thousands of ways! Trying to categorize each and every type of visual content is a feat that, admittedly, may never truly be finished … but with that said, here’s a humble work-in-progress of 32 common pieces of visual content.
1 – Brand Guidelines: Every brand needs established brand guidelines for colors, fonts, photo treatments, and more.
2 – Visual Language: This provides similar guidance to brand guidelines, as far as establishing look and feel, but generally only addresses visual content for a specific campaign as opposed to tone and guidance across your entire brand.
3 – Logo: If your logo is iconic and memorable, it can be an element of visual communication that is among the simplest in appearance — and the most complex in development.
Static, for Print or Web:
4 – Infographic: For web or print, infographics have become a classic format for telling a story or presenting information.
5 – Annual Report: Reports aren’t dead — they’re just visual now. Let visual communication guide your next report to improve engagement.
6 – Social Media Thumbnail: One way to use these is to provide a teaser of your motion graphic, infographic, report, or other collateral by including a key snippet or image sized for sharing on key social channels. However, they can also be standalone pieces that aren’t drawn from other collateral.
7 – Micronarrative: Micronarratives are similar to thumbnails, but are more focused on telling a story. A micronarrative series is comprised of several small pieces of visual content that all work together to tell a bigger story.
8 – Print Ad: For a broader audience in a particular location, transit ads, billboards, newspaper ads, etc., can have a huge impact.
9 – Digital Ad: A well-targeted banner ad can earn your audience’s attention before they even know they need your service.
10 – Visual Blog Post: If you’ve never tried adding visuals to your blog, this is a fun visual way to mix up the right post.
11 – Brochure: Summarize your company or product in a compact format that allows for multiple sections of info.
12 – Postcard: A great leave-behind at a conference or presentation, or a convenient snail-mail piece.
13 – Presentation Deck: How many dull slide presentations have you sat through — or even used in your own presentations? No more!
14 – eBook: Tell a story briefly, using visuals to drive the narrative but including text for detail. These can also be multimedia or interactive, which we’ll cover in the next section.
15 – Interactive Dashboard: When you have a lot of data to parse and monitor, keep it organized with a custom dashboard. These also help audiences have a more personalized experience — one that better fits their interests or needs.
16 – Widget: Calculators and training modules are examples of great uses for widgets.
17 – Websites/Landing Page: Never underestimate the power of a well-designed landing page in holding your audience’s attention.
18 – Microsite: Doing something a little different from your brand’s normal offerings? Try a microsite with a unique twist on your branding.
19 – App: Your app can create a memorable, repeatable experience for your audience. It should feel organic to your brand guidelines or visual language.
20 – Email Campaign: There are a variety of hosts and formats for email campaigns, but no matter what service you’re using, adding visuals and paying attention to layout can make a big difference.
21 – Augmented Reality: Overlay data and information on top of the real world for a cutting-edge experience.
22 – Virtual Reality: Take viewers outside of their real location, transporting them to a world of your design.
23 – Motion Graphic: This can be explaining something, promoting something, or designed to elicit emotion.
24 – Live-Action Hybrid: Incorporates live action with animation overlay, from lower-thirds (which may include the name and company of the person speaking) to illustrated overlay.
25 – Live-Action Video: All the real-life footage, none of the illustration.
26 – GIF: Perfect for social media, GIFs can break down portions of a motion graphic or infographic into bite-sized, one-stat animations.
Multimedia and Other Visuals:
27 – Workbench: A trusty collection of icons and illustrations that are specific to your brand and can be used across all types of collateral for your business.
28 – Data Visualization: While any of the mediums mentioned in this blog post can and often do incorporate data visualization, it can also be standalone — 1 data set visualized impactfully.
29 – Illustration: Just like data visualization, this is generally used in all of the other formats you see here, but in some cases it’s a central image that is the main focal point of the piece.
30 – Photography: Photos can make a powerful statement, whether on their own or in tandem with copy, illustration, data visualization, and more.
31 – Conference Booth: In a sea of nearly identical booths, having a custom, on-brand, eye-catching booth can make all the difference in attracting your audience at a trade show.
32 – Visual Training Tool: In general, these are made up of other deliverables you see above, such as motion graphics and interactive widgets. They deserve their own shout-out because they’re primarily internal tools that don’t have as much visibility among marketers, but can make a huge impact within your organization.
We’ll be the first to admit that this list probably doesn’t include everything. Is your favorite visual content missing? Let us know!