Nowadays the incorporation of images to reinforce the digital communication has become the common denominator. Everyday digital platforms offer more tools to facilitate the inclusion of images on our digital content and digital development, improve their quality and make them more interactive and attractive to the audience. The purpose achieved was to take the traditional analogic visual culture into the digital world to lead digital expressions to the same effective level but with the possibility to reach a bigger audience, in a more direct way and with a cheaper cost. All these advantages have consolidated the digitisation of our visual culture. The proliferation of digital tools, social media, new technology, such as tablets and smartphones, and their applications have increased the digital visual culture development in a stunning way.
From Visual Culture to Digital Visual Culture:
Images have been an effective communicator and its development as part of our identity is what is understood as Visual Culture, the way that we express ourselves through images and the composition that we construct of them. Visual Culture has played a crucial role in communication and particularly in marketing, as an image can produce a huge impact in our brain to remember a product or a brand. This is the reason why visual culture could not be forgotten on digital development. In fact, digital visual culture is extremely strong and is growing stronger every day. Currently, everyone has a camera at their disposal and can easily participate in digital visual culture construction thanks to the devices which have become common in our society and the spread of Internet access. Such elements have made digital visual culture an aspect of our society that includes the participation of the mass and actively invites to reinforce the communication between emitters and receptors. In this way, it is nowadays possible to create, for example, digital marketing campaigns where the consumers of your product can participate on their development. Content creation can be much more dynamic, fast and varied to reach specific targets and feedback can be immediate.
The Evolution of Digital Visual Culture.
The digitisation of images has allowed the communication field to transform the images in powerful elements to support your presence in the market. The definition and quality of images has considerably improved from the printed images and its proliferation through the audience has reached levels never possible before. The digitisation of visual culture has helped communication reach a wider audience directly on their electronic devices in a cheaper and faster way, but also in higher quality. Moreover, its success can easily be tracked.
However, those characteristics are not the only evolution that visual culture has experience after the digital era. Since images have reached a relevant role in digital communication, the development of it has been unstoppable too. Static images, simple pictures…have turned into images with effects, videos and short videos, gifs, digital animation and more recently 3D and the development of Rich Media.
What is Rich Media?.
The future of Visual culture is intrinsic to Rich Media. A digital advertising development allows you to include advanced features such as video, audio, and several elements to create a stronger engagement to your content from the audience. Rich Media can offer you the right communication strategy to involve an audience to your advertisements. Brands such as L’Oreal, Nutella, Peugeot or Netflix are already incorporating Rich Media advertising to their digital communication and sale strategies.
The Future of Digital Visual Content is Here.
It seems that nowadays consumers expect powerful contents and effective communication through short texts. The context counts as much or even more than the content. The speed of our lifestyle and the ease that we now have to access new technology naturally draws us towards visual content rather than flat text communication. The incorporation of dynamic visual communication is not an option to create successful content which will be empowered by the strength of digital visual culture.