What does the concept visual tonality mean?
– Most agree that images are powerful and evoke emotions. But far from everyone has reflected on what it is in the images that set the tone. An image can be loud, low-key, cold, warm, clear, slow and fast – just as when communicating verbally. If you want to start an airy and harmonious yoga studio for example, you may not use signal colors such as red and yellow or use detailed, grainy black-and-white images with
strong vignetting. The latter, however, can work if you want to start a cozy New York-inspired neighborhood cafe.
– Visual tonality is about your tone, how you say things in images. All activities can be presented in a variety of ways – your particular philosophy, your personality, should appear in the images and all of their elements.
What can you gain by thinking carefully about visual tonality?
– Our brains love images, it is easier for us to remember them than words, and they often have a more direct effect on us. As such, visual communication is very powerful and if it does not speak the same language as you speak in general, your audience will be confused and have less faith in you.
– Conversely, it is also true to say that if you are meticulous with your visual tone of voice and leverage the power to communicate coherently – then you are onto a winner.
Why should you have a guide for the visual language, in your opinion?
– If you do not have any documentation or guidelines, it is very difficult or even impossible to remain consistent in your visual communication. Different stakeholders will pursue their own direction and likes and tastes. This is not an ideal situation.
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