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Visual Language and Framing

Explore the power of visual communication in framing issues, shaping perceptions, and creating impactful campaigns. Learn to leverage analogies, visuals, and storytelling to engage audiences effectively. Transform your messaging to be visually compelling and memorable.

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Visual Language and Framing

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  1. Visual Language and Framing Chris Rose chris@campaignstrategy.co.uk www.campaignstrategy.org

  2. Power of visuals • After ‘being there’, the most powerful communication • Unconsciously processed, then: “I saw it - I made up my own mind” • Recall and use images more easily than words or numbers – construct meaning • Increasingly visual communications channels

  3. Analogies PLEASE KNOCK Analogies IQTEST Achievement – red = danger/dominance, avoid Romance – red = available, attract

  4. Visual language is independent of words, not a visualisation of words

  5. ?

  6. Be visual -do thingscreate eventsbe proactive

  7. We remember events

  8. Not ‘the issues’...Why were they fighting ?

  9. REACH example

  10. What’s it really about ?

  11. The plan - events Recipe Policy, regulation Expectations - norms events

  12. testees Events Recipe

  13. What WWF did (visual) events + story

  14. Signs and evidences of the problem- frame the problem and requirements of the solution campaignstrategy.org

  15. Communicable - as a story & visually

  16. Communicable - as a story & visually

  17. Succesful image generation > icon – campaign failed

  18. Be visual -do thingscreate eventsbe proactive

  19. Be visual - and be real

  20. Visual yes but a claim, a stunt and a process not the problem.

  21. An action - stops the problem (not just a protest) - visual and real

  22. Visual echo

  23. ran

  24. Too obvious and frame conflict ?

  25. What if we don’t plan visual events that are doing ?

  26. We could just dress up reports with ‘PR’ launches

  27. You know what message you are sending - but what is received ?

  28. Is this strangely familiar ?

  29. What is understood Framing- unconscious categories “First we see – then we understand” Walter Lippman campaignstrategy.org

  30. a frame can pre-determine what is good/bad relationships context and more besides roles relevant reasons how things are decided

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