How pictures, Coca-Cola and public relations go together
Did you know that the brain has the ability to process images 60,000 times faster than text? It’s the most powerful way for conveying complex messages quickly and efficiently. And it’s not only for public relations people.
From advertising and public relations to social media, images play a vital role in capturing attention, conveying messages, and influencing audience perceptions.
In his book “Brain Rules,” Dr. John Medina, a developmental molecular biologist asserts that visuals are so potent that “if you hear a piece of information, three days later you’ll remember 10% of it. Add a picture and you’ll remember 65%”.
The Coca-Cola example: ‘Share a Coke’ Campaign
One of the most successful examples of strategic image utilization is Coca-Cola’s ‘Share a Coke’ campaign.
By replacing its iconic logo with popular names on its bottles, Coca-Cola created a personalized experience that resonated with consumers.
The campaign boosted sales as well as social media engagement. The visual appeal of seeing one’s name on a bottle created a personal connection, driving both online and offline conversations.
Research evidence
While the Coca-Cola case study demonstrates how image utilization can help deliver our message impactfully to our target audience, research shows us why it works.
The potency of image utilization in communication can be traced to theoretical frameworks such as Dual Coding Theory and Visual Hierarchy.
This groundbreaking work in the field of cognitive psychology was developed by Allan Urho Paivio, a professor of psychology at the University of Western Ontario and a former bodybuilder in the 1970s.
Allan Paivio’s Dual Coding theory posits that the human mind has two systems of processing information. One is for verbal and one is for picture.
By simultaneously engaging both systems with verbal and relevant images, communicators can enhance understanding and retention of information. To put it succinctly “Dually coding information will make the information more memorable”
Visual Hierarchy is the principle of arranging or organizing elements to show their order of importance.
Communication scholar Don Norman, further explains that visual hierarchy guides viewers’ attention to the most important elements of a design first. Consequently, this theory emphasizes that the effective use of color, size, and positioning helps prioritize information and improves comprehension.
Emotions drive decision-making. Studies by marketing scholars like Dr. Gerald Zaltman from Harvard Business School reveal that 95% of purchasing decisions are subconscious, driven by emotions rather than logical analysis. Thus, images that evoke emotions can significantly influence consumer behavior.
The success of Coca-Cola’s campaign underscores the importance of personalization in creating relatable visual content.
Zenith Bank and Peak Milk photo blunders
Understanding cultural contexts is crucial in visual communication, as missteps can lead to backlash and damage a brand’s reputation.
For example, in 2022, Zenith Bank‘s Eid al-Fitr message depicted a man performing Tashahhud with his left index finger, which was seen as religiously inappropriate since Muslims use their right index fingers.
In 2023, FrieslandCampina WAMCO Nigeria Plc’s Easter ad featured a dented tin of Peak Milk with a nail dripping milk, symbolizing crucifixion, which also drew criticism for insensitivity.
These examples emphasize the importance of cultural and religious sensitivity in the use of photos—culture matters.
By Ishola, N. Ayodele
Message Engineering Specialist
Read More
Coca-Cola’s ‘Share a Coke’ Campaign.
Zaltman, Gerald. How Customers Think
Norman, Don. The Design of Everyday Things
Messaris, Paul. Visual Persuasion: The Role of Images in Advertising.
