Visual Communication Planning: Making It Poetic

NOTHING makes you see it better than a picture. It is said a picture speaks a thousand words. It’s simple really. A picture has a certainly immediacy to it, an appeal that strikes the senses whether you like it or not. Visuals  immensely aid the communication process from advertising, marketing to branding. But can visuals be used in establishing a communication strategy and activities. Certainly. According to consultant Tony Buzan, the brain thinks organically in terms of an idea and associations. Using visuals in the planning process can help to leverage this innate brain capacity.

First, it takes understanding the stakes at hand, i.e., making it all poetry, so to speak. Ultimately, the purpose of communication planning and strategizing is to build a visual, concept or idea that is clear, consistent, and vivid enough to influence a change process of some sort. Visual communication planning simply taps into the power of recursive thinking to unlock the full potential of the communication process.  It involves gathering and compiling visual explanations and illustrations of both the process and intended outputs of each stage of the communication flow. This needs evidence and practicality.

Simply put, it should culminate in a visual discourse that should have the same immediate impact on the senses as much as a picture. A successfully executed visual communication plan must not only speak a thousand words, the thousand words it speaks must be coherent and in line with the overall objectives of a given project or institution. The visuals should be able to be subjected to a monitoring and evaluation process that guarantees that energies invested in the communicative process can lead to anticipated results.  The visuals must therefore support the communicative goals otherwise the entire exercise will be in vain. Continue reading