Authors: Chantelle van den Heever and Christo Smit
Visual perception is central to human experience and crucial in processing information. The presentation of information can profoundly influence consumer decisions and perceptions—without clear understanding, engagement is unlikely. Effective agency communications rely on a robust approach to visual and information design, enhancing understanding and fostering commitment from the intended audience.
The Case for Agency Communications
Considerable corporate investment goes into change management and learning development, with strategies aligned with the latest advances in neurology and cognitive psychology. Despite these efforts, visual communication frequently fails to reach the same standard.
Imagine you’re on your first business trip to Japan. You don’t speak or read the language, and you’re out of shampoo. Confronted with an array of hair products, you’re likely to choose based on brand familiarity or packaging that signals ‘shampoo’, sidelining quality for immediate recognition.
This scenario underscores the transformative power of visual communication—it moves consumers from mere ‘seeing’ to ‘understanding’, influencing decisions through improved recognition and deeper comprehension.
Research findings in consumer behaviour underscore the necessity for engaging, immersive, and relevant content that is accessible on demand, in the flow of work, and effective in building skills-based competencies. Yet, the real challenge is in execution: the disconnect between the strategic design of learning and change programmes and the visual delivery of these assets can dilute the effectiveness of critical initiatives that prepare workforces for the future of work.
Integrating Design Thinking in Communications
Central to our strategy is the infusion of design thinking into the development of learning and change resources. Our approach includes:
A key differentiator is our move beyond mere graphical enhancement to embrace core information design principles. We aim not only to attract but to make information accessible, pertinent, and actionable. This balance is crucial in crafting communications that are both appealing and functional.
Marketing Principles Supporting Agency Communications
Treating learning and change initiatives as products can enhance their effectiveness. Applying fundamental marketing principles helps:
Beyond Design: Ensuring Adoption and Impact
Our ultimate aim in creating agency communications is to inform and transform. This transformation should be visible through measurable changes in stakeholders’ attitudes and behaviours. As De Pelsmacker et al. (2004) pointed out, the emotional and informational content of communications and their format significantly impact consumer responses, from recall and comprehension to emotional reactions and engagement levels. These insights are crucial for designing communications that not only capture attention but also inspire deep, lasting engagement.
Committing to meticulous visual and information design ensures our agency communications are seen, heard, and acted upon. This dedication to excellence in design and execution distinguishes VSLS, making every piece of communication contribute to meaningful and measurable learning and change.