It is a well-known fact that the human mind involuntarily associates words with images. This is why effective copywriters frequently rely on language and its various forms – such as headlines, descriptions, and body copy – to engage their audience. However, the role of visual aids in copywriting is just as important. In this article, we will discuss the various ways in which visuals can be used to engage an audience, and how to best integrate them into your writing.
Use Visuals To Impress Your Readers
The easiest way to engage your readers’ emotions is to simply use an image to represent your subject matter. In general, the more sensory input you can give to your audience, the better. In the case of a literary magazine, the use of graphics and illustrations can help give the text a more aesthetic appeal. In a news publication, on the other hand, using an image of a burning building or a military tank can help bring the news article to life and make it much more interesting to the reader.
Use Images To Communicate A Message
An image has the power to convey a strong message more effectively than just about any other form of media. This is why skilled copywriters will frequently use images in headlines, descriptions, and body copy in order to grab a reader’s attention and leave an impression on them. A picture truly is worth a thousand words, and as a copywriter, you should certainly know how to put this saying into practice.
Use Images To Support Your Points
When you are writing an article, you will regularly need to make points – the main body of the text will consist of one or more sentences that make specific claims or ask questions. To back these up, you can use images – but make sure that they are relevant to the text that you are writing and that they will not compete for attention with the copy that you have already written. If you are using multiple images, ensure that each one is properly labeled and that they do not conflict with each other – the last thing that you want is for your images to be randomly cut off or for the reader to get confused by the visual overload.
An Image Can Talk About A Subject More Effectively Than A Thousand Words
The above points should make it clear why copywriters love to use images in their writing. Not only do they provide an attractive format for your readers, but they can also engage the mind of the reader more effectively than plain text can. In this sense, a picture truly is worth a thousand words, which is why skilled copywriters will regularly turn to graphics for help in their work.
The use of images in journalism and advertising is nothing new. Before the advent of the printing press, writers and journalists would frequently turn to drawings, paintings, and diagrams to explain their points. Indeed, the first newspaper was called The New York Sun, and it was first published on April 2, 17 inches by 24 inches. More than 300 years later, the practice of using images in journalism and advertising continues to this day.
Choose The Right Spot For Your Image
When choosing a spot for your image, take your audience into consideration. If you are writing for an international audience, then make sure that the image will not be cut off by the edge of the page. As a general rule, put the image at the top of the page, or as close to the top as possible. This is because the top of the page is typically where the readers’ eyes will be focused. As a result, an image located at the top of the page will grab the reader’s attention and keep it throughout the text.
Include All The Necessary Information
When writing about a specific topic, you will regularly need to include important information in the text. This can be in the form of a table or a list. If you are including a list, make sure that it is properly formatted with enough space in between each item so that it does not run off the page. In the example below, the space between the items is sufficient, but if the list was placed on the edge of the page, it would run off the edge and be cut off by the reader:
This Important Information Should Be Striking And Eye-catching
Even if your reader is experienced and sophisticated, they still have to learn about your subject matter. If they land on an informational page about your product or service, you can be sure that they will read the text because they are interested in the information presented, but if the information itself is not attractive or easy to learn about, they may move on to another website even though they have read the entire article. In order to ensure that they stay, you will need to include an interesting and unique visual angle that will make them want to continue reading. In the example below, the use of a whiteboard and an interesting graphic style contributes to creating a compelling story that will keep the reader interested:
How To Engage Emotions With Copywriting
With the above points in mind, let us discuss the various ways in which you can use visuals to engage your audience and make your copy more interesting and effective. As mentioned above, the use of images can be very powerful because they have the ability to engage the reader on a deep level – a level that words alone cannot reach. In this sense, a picture truly is worth a thousand words, which is why skilled copywriters will regularly turn to graphics for help in their work.
Use Graphics To Make Your Text More Engaging
The simple fact that you are reading this blog post shows that you have an interest in learning more about writing. In that case, you are clearly an experienced reader, but even if you are not, you still have the ability to be engaged by the text that you are reading. To make it more interesting, you can use various illustrations and graphics to engage the reader. In the example below, the use of images and graphics contributes to making the text more appealing and interesting to the reader. Keep in mind: if you want your audience to engage with your copy, make sure that you are using the right type of language and that you are not overusing visual aids:
Use Graphics To Enlarge On-topic Details
Sometimes you may need to include a lot of detailed information about a certain subject. In that case, you can use graphics to help make the text more interesting and help the reader understand your points more effectively. For example, if you are writing about a new type of toilet paper, you can show an image of a roll of paper that is closer in size and shape to a toilet paper roll compared to a classic magazine article. This will make your article more interesting and grab the reader’s attention more effectively than just a simple written description would:
Use Graphics To Establish A Sense Of Place
If you are writing about a place that you have been to, you can use graphics to help establish a sense of place in the reader’s mind. This can be very powerful because after all, your reader is not exactly going to be seeing the place that you are writing about via Google Maps. In the example below, the inclusion of a map in combination with a photograph helps establish a connection between the two:
Use Graphics To Enforce A Point
Sometimes you may need to make a specific point about a certain subject matter. In that case, you can use graphics to enforce the point that you are making. For example, if your article argues that all laptops should have a backlit keyboard, you can include an image of a laptop screen displaying a dark keyboard, thus enforcing your point. These points can simply consist of a graphic or of a brief description accompanied by a graphic:
Avoid The Text-only Trend
While all the above points will make your text more interesting and effective, you should try to avoid going over to the dark side and using only text because graphics are “out-of-date”. Doing so can severely hamper the readability of your text, even if it makes it look pretty. In the example below, the inclusion of a photo would make the text harder to read and understand:
The above examples should make it clear why skilled copywriters will frequently turn to graphics for help in their work. Not only do they provide an attractive format for your readers, but they can also engage the mind of the reader more effectively than plain text can. In this sense, a picture truly is worth a thousand words, which is why skilled copywriters will regularly turn to graphics for help in their work.