One of the things I discuss in my webinar on neurodesign for infographics is that we can’t evaluate whether a design is “good” or “effective” or “successful” until we define what exactly we mean by those things.
If we don’t know what we’re trying to achieve, we can’t know whether or not a design is delivering against the real brief, so we often end up chasing the wrong things.
When people disagree about whether a design works, it’s often because they’re using different (often unspecified) criteria, and those criteria are in conflict.
It’s been shown, for example, that the book covers which people like most are not the ones which drive the most sales. It’s pretty obvious which of those two things are more important to you if you’re a publisher.
The same is true when it comes to judging the effectiveness of survey communications. We need to be clear about what it is we’re trying to achieve with every piece of communication, before we can judge whether it was effective.
We often advise clients to find ways to tell their customer story in the most visual way possible. Good visuals engage people’s attention, and thanks to the picture superiority effect help people to notice and remember key information.
But, as Dave Trott points out in a blog about advertising, visuals have one key drawback:
“…visuals don’t go viral because people can’t repeat visuals like language.
Words are what gets passed on, so words are what goes viral.”Dave Trott, https://www.campaignlive.co.uk/article/words-go-viral/1701368
This is why it’s so important that the key insight that you’re trying to communicate can be captured in a pithy, memorable, easily-repeated phrase.
If you want your insight, and the action it requires, to remain front of mind, people need to be able to talk about it. So make sure that your customer story is not just engaging and memorable, but easy to talk about as well.