Copy Tip 43: Graphics For Persuasion
If you only read just 20 seconds of this Copy Tip, I think there’s enough in the opening to convince you of the power of graphics / design in your copy.
It’s about a website credibility study undertaken by Stanford University — published in 2002, but a message worth heeding.
In that study, the participants rated the factors that affected the credibility of websites they viewed.
The top factor?
46.1% considered the “Design Look”
most important for web credibility.
Not the actual content, but its presentation.
And depending on the category of content, that figure was as high as 54.6% (finance category).
Like the researcher said, almost half of web visitors judge a website (their first test) by how it looks.
Now, you may be thinking … this is old stuff!
Yes, this was 2002 and that’s now 7 years ago. Some elements of judgement will have changed (for example I don’t know if 13.8% of people will still think a website is credible because of advertising!). There are other factors that build trust.
This is just one pointer about the importance of graphics and design.
You’ve no doubt heard the saying “a picture tells a thousand words” — or been moved by monuments (such as the Vietnam Veterans Memorial Wall at the Vietnam Veterans Memorial in Washington D.C. — one I haven’t seen yet in person, but that I’ve read much about) or striking photographs.
They evoke emotions.
Emotions build rapport and connections…
In other words — TRUST.
If you see my photo … you can relate more to me as a person — as people say when they finally meet (if they’ve been communicating via email or telephone) — “now I can put a face to a name.”
It’s important because it builds connections.
And design has that importance too.
Now to me, there’s a difference between “competent design” and “bleeding edge bells and whistles” — it doesn’t mean you have to go all out and splurge until you’re down to your last red cent.
But it does mean that your design and graphics should do at least two things:
- Reflect and be a coherant part of your defined positioning; and
- Do that based on a competent design foundation.
What do I mean by that?
Let’s say you’re a low cost, bargain based retailer.
Your design won’t look like Apple, Mercedes Benz or Tiffany & Co. — because you’re not trying to convey an affluent message.
You might use brighter, energetic colours to attract attention and your designs will be more functional than any attempt at being high class or stylish.
You would do this so that people can “judge” you in accordance with your chosen positioning.
The words you use,
the copy you use
and the design and presentation
should all be congruent.
But even if you are a low cost, bargain based retailer — it doesn’t mean your presentation should look amateurish or like it was completed by a nine year old with their first foray into layouts.
No!
That’s what I mean by point two above — it should still be competent, even if the message is bargain based.
Competent to me isn’t necessarily about winning awards.
It’s something where the design, graphics and presentation don’t become hurdles to your message.
You don’t stop and think “gee, that looks crap!” — you might not even notice good design, but that’s the whole point from a copywriting point of view. It helps you focus on the message.
Instead, they emphasise key points, attract attention and help engage readers of your message with effective use of graphic formatting and layout, headlines, photos and images, graphs and charts.
Using a Grid
Quite often a good design is based on an “invisible grid”.
That’s where design elements are aligned to an imaginary line or grid on the page. You might not notice it … but it is one way to improve your presentation.
And it’s one of the first things I discovered about design when I started about 20 years ago.
There are lots of ways to create and use grids … but essentially they’re about lining things up to make the presentation look better.
When we get into Design Tips in a couple of weeks, look out for specific examples (it’ll be Copy Tip 58).
You’ve only got to search on Amazon for “grid design” to find a whole heap more resources.
Also on design … one of my blog posts on this site from about a year ago was presenting some interesting slide shows I’d found online about Getting Attention — and I’ll have to dig up an even older blog post from a now retired blog from a few years back where I did a short post on using an invisible grid.
Graphic Persuasion Elements
As I mentioned earlier in this post, printed copy can use graphics in a number of ways, including:
- formatting and layout
- headlines, sub-headlines and other large text
- photos and images
- graphs, charts and tables
- call-out boxes and diagrams
Together, these elements can improve your overall design … and add credibility to your message.
On their own, they can be persuasive in terms of helping reinforce your message.
For example, the table above about the results of the web credibility study show you in summary form what I’m saying in my message.
The table reinforces my message and helps increase believability, because you can verify the results for yourself. You may very well believe it more when you see it (especially if you process information visually).
Ever seen an online sales letter showing an image of a check (or cheque if you’re from my neck of the woods!)?
That cheque image is used to help show PROOF of what you’re claiming is true.
More proof … more believability … more trust.
While one blog post can never attempt to cover all of the facets of good graphics and design — I hope this overview has helped convince you that the professional use of graphics and design can add to the persuasive power of your copy!
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