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by James Robert Lay on November 17, 2020
Brief Summary of Episode #44
We make a determination about a visual image within 15 milliseconds.
By way of comparison, the human eye blinks in about 300 milliseconds.
So when we look at an image, we immediately answer two questions:
- Is it real?
- Is it relevant?
If an image has no connection to what's being presented, people will ignore it. But if they see the real faces of real people with a real connection to what the institution is presenting, then they'll connect with it.
The problem is, financial brands don't use real faces of real people with a real connection to their institution on their websites.
In one study, 70% of photos on bank and credit union websites showed up as stock, and 91% of those websites held at least one stock image.
So do we as banks and credit unions love our members, or do we just love their stuff?
We can talk about how much we care for our people all we want to, but are we really caring for them? Or do we just care what they're going to give us?
Our visual storytelling answers those questions.
Growing uncomfortable yet?
In this episode of Banking on Digital Growth, I talked with Andy Janning, president and CEO at NO NET Solutions, about the role of images in financial brand storytelling.
Key Insights and Takeaways
- Why it's important to have a conversation around imagery
- How images, pictures, and videos communicate empathy
- The critical value of taking action on imagery in financial brand storytelling