Science of Visual Storytelling and the Art Behind it
There is both science and art behind the concept of visual storytelling and how it has been part of humanity for as long as we can remember. It is a scientific fact that our brains experience an increase of oxytocin and positive emotions while listening to or reading a story. A really good story makes us experience various emotions, keeps them stored in our memories, and makes us empathetic.
You might be wondering, why does it matter in eCommerce brands? How does storytelling come into the picture, and why is it needed? It does matter, and we will explain how.
Why Does it Matter in eCommerce Branding
eCommerce branding is not as simple as opening a business with a few products or services in this competitive and international market without doing a thorough brand strategy. There are ever-changing UI/UX trends that define modern shopping and how it impacts conversion.
Visuals Impact the Way Users Browse and Buy Products or Services
There are millions of vendors and merchants selling on various eCommerce platforms, and you will have tough competition without making your customers remember you. The way you can make shoppers remember you is by capturing their attention for just 8 seconds and telling them your brand story.
Psychology Behind Storytelling in a Brand Strategy
So, what goes on in our brain when we see a brand telling a unique story that defines their ethics and principles? We feel connected to them, and our neural activity increases a lot. We listen to the brands when they share their product origin, customer journeys, and memorable visual storytelling. If you are still thinking attention is for those design tweaks, clever headlines, or catchy calls to action, you haven’t understood the human psychology that drives more conversion.
Visuals Impact the Way Users Browse and Buy Products or Services
There are millions of vendors and merchants selling on various eCommerce platforms, and you will have tough competition without making your customers remember you. The way you can make shoppers remember you is by capturing their attention for just 8 seconds and telling them your brand story.
Psychology Behind Storytelling in a Brand Strategy
So, what goes on in our brain when we see a brand telling a unique story that defines their ethics and principles? We feel connected to them, and our neural activity increases a lot. We listen to the brands when they share their product origin, customer journeys, and memorable visual storytelling. If you are still thinking attention is for those design tweaks, clever headlines, or catchy calls to action, you haven’t understood the human psychology that drives more conversion.
Elements of Visual Storytelling for eCommerce Businesses
As famously quoted by Seth Godin, marketing expert and author, “marketing isn’t about products but about what your brand has to say.” To make your brand stand out in an ocean of other businesses, you must grab their attention with a really good story. Understanding your goals and buyer persona will help your brand connect with the right audience.
Product Photography and Package Design
Influence the Shoppers
One of the ways you can get the short attention span of modern humans is by designing a product photography series and a pretty sleek package design. Shoppers will remember your brand more from the photos or illustrations than from some generic text they would have skipped over. Sell a narrative or a lifestyle to them that gives them something to shop for.
Video Marketing and Short-Form Content
Engages Shoppers
You might ask, if photos and illustrations can do the magic, why videos? Because that increases the customer engagement, especially if the video comes from someone they follow and admire. Short-form content has taken over the internet and now, there are mini-series created, expressed through videos on Instagram or TikTok.
UI/UX Design and Necessity of Consistency
Across Platforms
As a brand that is starting their storytelling from scratch, spending some effort in creating the best UI/UX design for high customer engagement and conversion will definitely show up in your analytics. The necessity of consistency across platforms is because shoppers could be browsing on a website today and probably on a mobile phone the next, and maybe on a tablet some other day. Though most gen z shop from their mobile phones, the transition from a PC to a mobile phone (and vice versa) is highly possible, and we need to give a smooth user experience across all the platforms.
Strategies Your Brand Can Implement for Higher Conversions
It is important to include context in the brand strategy and differentiate your impactful visual stories from confusing ones. Whether it is the font you use, the color palette, or the tone you use, these elements could be important to the context you included in your brand story.
Conclusion:
At TriosCo, we believe that visual storytelling is EVERYTHING and our work shows that. We think, with AI and other marketing tools, the concept of storytelling will become part of every business and a necessity.