90% of information transmitted to the human brain is visual.
(According to MIT) So, it’s safe to say that images have a huge impact on what we recognize and especially, what we remember in the future. This single fact has an enormous effect on the current marketing landscape and an even greater impact on future marketing trends.
What is Visual Image Search
Visual Search is a simple concept — it relies on images, pulled directly from the internet, screenshots, or even your personal photographs, as the catalyst for an online search. Initiating a visual search involves dragging and dropping an image into Google search, which uses modern AI to translate the image. It then returns similar results to what you see in a normal text search. While the process is a little more clunky on mobile, technology is quickly developing and increasing to catch up with visual search demands.
Why People Use Visual Search
The growth in visual search can be compared to that of voice recognition and search technologies, which is slightly ahead in technological innovation. Both provide one important element — convenience. While some people may argue that technology adds another layer to our already complicated lives, that’s really based on how an individual chooses to use it. As a whole, technology advances to make things easier for people.
Consider Apple’s ‘Siri’ or Amazon’s ‘Alexa’. For a growing number of people, these services are a seamless part of everyday life, used for everything from playing music, to ordering groceries, reminding users of important events, and of course, searching the internet and discovering new products and brands. Visual image search is simply another way for people to search in a way that is more meaningful or beneficial to their personal lifestyle. For the majority of Millennials, who are set to be the most influential purchasing generation, visual image search is one of the most requested technologies.
The Nitty Gritty — What Does This Mean For Your Company or Brand
So, what exactly does this mean for the future of your business? In the most simple terms, effective images in your marketing campaigns mean that you will be strongly represented in visual image search results. While you may not currently recognize the impact that visual search is making on your current marketing plan, it’s already there. The web tool Mozcast shows us that more than 19% of google searches return images, which means that more and more, images, rather than text, are becoming the language of the internet.
This data means that businesses and brands must become image literate. It’s a well-known fact that ads using images have a greater conversion rate than ads that don’t. Website copy, ad copy, blogs, and tools like hashtags are still important to a brand, but without a strong image, even the best copy is practically useless.
Using visual search and the visual language of the internet and search engines effectively requires that you populate your business’s entire online footprint with a variety of high-quality images that appeal to your target audience and authentically represent your brand. However, without the knowledge of emerging trends and what is effective, this can be easier said than done.
Here at DAY Vision, we understand the importance of bringing every piece of the marketing puzzle together, and images are an extremely important piece. Our talented, experienced designers know how to bring your website, social media, print material, and the full scope of your company to life with dazzling images and logos that will effectively represent your business and create an easily recognizable brand, utilizing the growing trend of visual image search.
“By now people have the muscle memory for taking pictures of all sorts of things — not just sunsets and selfies but the parking lot where you parked, business cards, books to read. That’s a massive behavior shift.” — Aparna Chennapragada, vice president of product for AR, VR, and vision-based products at Google.