The Art of Research: Using the power of images to increase the value of the Diesel Pinterest page

Annelies Verhaeghe, Joeri Van den Bergh, Filip De Boeck
InSites Consulting
Stefano Tabogo and Alice Merlo


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A brave new visual world

"Something is happening. We are becoming a visually mediated society. For many, understanding of the world is being accomplished, not through words, but by reading images." Paul Martin Lester, Syntactic theory of visual communication.

Images increasingly dominate our world. Visual communication has always been the most impactful human type of communication from the cavemen's drawings in ancient times until today's LED billboards, multi-media online games or 3D television spots. In marketing and advertising visual communication is praised for its effectiveness. Research indicates that people remember 30% of what they read, but about 80% of what they do and see (Lester, 1994). Images have the ability to connect people across countries, cultures and beyond languages. They possess the ability to express certain ideas better than any spoken language can. Just think of the power of iconography used in airports and other public buildings or the visual traffic signs recognized across the globe.