So, what’s the ideal? The goal is to use words and visuals in a collaborative manner rather than perceiving them as independent entities. Humans are more likely to recall unique information, meaning new approaches to communication are more likely to be remembered.
No matter what you’re saying, it’s essential to consider how your audience will best understand your message.
Let’s say you’re providing insight to a new audience, it’s necessary to ask questions at every step: How can visuals help you make sense of that data? Is your intention to influence attitudes or beliefs? How can visual communication strike the right tone or highlight the most important elements you’re wishing to convey?
The answers to these questions will determine when visual content is the right answer, and how you can apply it.