5 Benefits to Using Visual Content in PDF Marketing Materials

5 Benefits to Using Visual Content in PDF Marketing Materials

Creating PDF marketing content that reliably converts readers into sales is now more important than ever.

One way to supercharge your marketing materials is to add strategically chosen images.

Adding the right image to your PDF marketing assets proves to increase sales.

Scientists have discovered that humans remember pictures better than words. They believe that this is an evolutionary survival feature capable of recalling what was observed.

Research has also shown that images are a powerful tool to increase your marketing message and sales.

This may sound shocking, but images are processed remarkably fast in the brain and the memory of those images is maintained at a higher rate and for longer than words.

Why adding images to PDF is useful

There are five reasons that are helpful in increasing the conversion rate of your marketing materials.

1. Images are emotionally busy

Images are a great way to engage readers with a positive emotional impact.


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Research has shown that images can affect a reader’s mood.

The important thing about this is that this emotional impact can really help to get your marketing message.

Another benefit of engaging a customer on an emotional level is that it helps grab readers’ attention, keeping them connected to marketing material.

According to a research paper, Impact of images in print media.

“… pictures have an undeniable ability to arouse emotion, and add that such emotion can directly or indirectly affect behavior by affecting message processing.

Strievers (1994) believed that visual images attract humans to the level of emotion and make an image more vibrant, excited or reassuring, more likely it will affect a person. In terms of marketing, similar results are notable.

As pictures can evoke a sense of drama, they capture the audience’s attention and create emotional engagement resulting in a personal identity between the story and the viewer’s subjects. “


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For some contexts, it is a good idea to show pictures that show someone expressing success or experience when using a product or service that is the subject of marketing material.

This allows the person viewing the marketing material to see themselves in the image, which, as the research says, creates a “personal identity between the subjects of the viewer”.

Always sell the profit the product gets.

An image that communicates benefits remains embedded with the consumer for a long time.

2. Reduce Fatigue Reading Images

A page of text can be intimidating.

And yet a potential customer is motivated to understand that to read marketing materials to make your services or products a good fit, a page of words still feels like a chore.

Images can break the textual path when communicating your marketing message.

They thus serve as an island of visual comfort between words but continue the process of sending a positive message, affecting sales.

3. Images are easy to remember

Scientific research has shown that the mind has a remarkable ability to remember images. Images that appear to humans with them.

This makes images a remarkably effective way to convey feelings or messages.

It has been known for decades from many experiments that humans can recall over 2,000 images seen in a test over several days with 90% accuracy.

This was also true with pictures that were viewed only briefly.

In a research study, called Neural Correlates of the Episodic Encoding of Pictures and Words, researchers used neuroimaging on the brain to read text on test subjects and look at images.

The goal was to see how the brain processes words and pictures and explain why images can be remembered so well.

It was determined that the regions of the brain involved in processing images are directly related to memory.

This is how it works:

“… () The medial temporal cortex has long been known from lesion experiments that are important for episodic memory and may be particularly important for encoding new information.

Greater activity in the medial temporal cortex during the encoding of pictures with words suggests that pictures more directly or effectively engage these memory-related regions in the brain, leading to better recall of these objects. “


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They also discovered that brain regions associated with reading words are not associated with memory functions.

Words, on the other hand, activate left hemisphere regions previously involved in language functions, including the left frontal, temporal, and parietal regions. The result is that the encoding of words invokes a distributed system of regions primarily involved in linguistic processing that is capable of supporting subsequent retrieval from subsequent memory. “

The study recalled a theory that proposes that there is a reason why images work so well because they are associated with past experiences in the mind.

It says:

“One theory of the mechanisms underlying better picture memory is that pictures automatically attach multiple representations and associations with other knowledge about the world, thus encouraging more elaborate encoding than occurs with words. This theory means that there are qualitative differences between the ways words and pictures are processed during memory. “

4. Graphs communicate visually

As mentioned above, visual representations of ideas can be processed and remembered better than mere words.


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But another attractive feature of images is that they are processed at a remarkable speed.

It takes 20 seconds to communicate by reading, with an image that can be communicated in milliseconds.

The viewing process is tied to identifying concepts.

By using a graph or other similar visualization of success, a market is effectively communicating the concept through a mechanism of visual stimulation.

An MIT news article, MIT Neuroscientists Brain Can’t Identify an Identity Scene for the Little Age 13 Milliseconds, details.

The news report states:

“… a team of MIT’s neuroscientists has found that the human brain can process entire images that the eye sees in as little as 13 milliseconds – the first evidence of such rapid processing speed.

… the fact that you can do that at these high speeds gives us an indication of what does that concept. This is what the brain is doing all day long – we are trying to understand what we are seeing, ”says Mary Potter, an MIT professor of brain and cognitive science and senior author of the study.

This rapid fire processing can help direct the eyes, which move their gaze three times per second to their next target, Potter says. “The job of the eyes is not just to get information into the brain, but to allow the brain to think faster about what you should know next. So in general we are keeping our eyes apart, so they understand as often as possible what we are seeing, “she says.”


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5. Images build trust and increase profitability

EBay researched billions of sales figures and features.

The purpose of the research was to determine whether images positively influenced conversion rates (how many people turn browsing toward buyers), among other factors.

EBay found that pictures actually have a positive effect on keeping the attention of the buyer, building trust on the seller and increasing the conversion rate.

Here’s that research: Is a picture really worth a thousand words? – On the role of images in e-commerce (PDF).

According to eBay’s research into crores of auctions:

“Our results show positive evidence that images help increase buyer attention, trust, and conversion rates.

Between the three properties of images, our study shows that an increasing number of product images – which is equivalent to providing a more complete visual representation of the product, is an effective way to improve through sales. “

Part of the study looked at products that failed to sell and were later re-listed for sale. He saw sales of over 55,000.


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What he found was a strong connection between adding more images and profitability.

According to the study:

“Strong relationship between photo count and profit rate increase. … We got a clear trend that as the photo count increases, the chances of making profit also increase. ”

Especially for marketing materials involving products, adding more images is associated with higher sales and profitability in the context of an auction.

This can be useful for adding more images of products or service results as it can help increase trust and sales.

Consider adding images to PDF marketing material

It is clear that adding images to PDF marketing content is a win-win strategy to increase sales, encourage positive emotional response, and communicate your message efficiently.

Perhaps it is time to give your marketing material a second look.

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