• Melissa Kartini

Creating Content That Captures from the Get-go

Updated: Aug 6, 2018

Everything starts when we are born

Human beings are drawn towards visual elements by nature. And this all starts the moment we are born. Newborn babies, although their visual structure is still poorly developed, can detect changes in brightness, distinguish between stationary and active objects, as well as follow moving objects in their visual fields.


As babies, our brains develop a particular visual with meaning, a meaning a newborn can’t fully understand, but they do know that there is meaning behind it. That explains why regardless of how young a baby is, they would still be able to turn to find their mothers when they need them.


Isn’t it amazing how we associate visuals with meaning, even at such an early age?


Today

Fast forward to the world we live in today, we are still very much captivated by visual elements. As a matter of fact, through generations of technological advancement and uprise of the internet, human beings have learned to adapt and react; now the use of visualised information serves as a driving factor for many businesses and corporations.


Well, we are still the visual creatures human beings were born to be.


Visual processing is what our brains are made for. Despite having 5 senses, 70% of sensory comes from our eyes.


Hence, it wouldn’t come as a surprise to know that visuals are powerful and easy to understand, especially when compared to mere text. Well, people have always said that pictures speak a thousand words.


Research proves that people tend to recall 20% of what they read, and 80% of what they see (visually) and do (meaning). When a photo is seen and has meaning attached to it, it is very likely that those who saw it are able to recall it afterwards.


Photo by our Nuffie, Jia Loon Ow


Visualising Social Media

What can I say, people do love looking at visuals. With social media today – Instagram, Facebook and Youtube - that focus on static visuals and moving visuals, we are constantly bombarded by visual after visual everyday.


It is the moment we associate a visual with meaning is when it becomes a memory in our brains. So having said that, what could be the first thing that pops up in your mind when you first see a photo?


Is it a particular object?

- The dress she’s wearing, the object on the table, the watch he wore, etc.


Is it a colour that stands out?

- Red that represents danger, blue for warmth, etc.


Is it the photo as a whole?

- A happy family, a busy street, an empty hotel room, etc.


Is it the emotion or sensation you feel?

- Joy, anger, pride, sadness, etc.


It could even be the memories or experience of one’s self that come to mind?

- A past relationship, a family trip to Bali, etc.


Photo by our Nuffie, Isaiah Saw


A few important things to note:

1. Colours capture attention, whether it is the red warning sign, or a translucent blue sky.

2. Movements also capture attention.

3. The brain has its way of recognising faces, like a newborn towards their mother.

4. The brain loves simplicity.

5. Our brains are suckers for emotions, especially when it comes to connecting with personal stories.


As human beings, we come across an uncountable number of visuals a day. Heck, we are most probably already numb to a lot of it. Some we glance at and forget, and some we attach meaning to. Meaning, is where a particular visual relates back to you to create a lasting impression.


So if you are looking to create content that stands out from the millions of other content out there, you need to explore what captures people’s attentions from the get-go.


This article is brought to you by our former Senior Advertising Operations Executive, Pi Yin, who has left Nuffnang to further pursue her career goals. Thank you so much for all your contributions to Nuffnang, and your persistent support in “Crunch”! We wish you all the best in all your future endeavours!

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