Fundamentals of Digital Marketing
4 Visual Language & Sketchnoting
Learning Objectives
By the end of this chapter, you should be able to:
- Explain what sketchnoting is
- Translate concepts, ideas, and objects into visual metaphors
Thinking & Speaking Visually
Now that we’ve discussed the key elements to developing a story and the importance of visual storytelling, let’s explore what it means to visually express it. In order to think visually, you need to have the equivalent of visual “letters”, words, and vocabulary to express your ideas visually. Often, we rely on written words to document or capture our thinking. But how might you express your thoughts and ideas visually?
While some people may think this requires exceptional drawing or artistry skills, that is incorrect. Anyone can express themselves visually and the best way to start practicing this is to start using a combination of text and “visual images” whenever you take notes or are jotting down ideas. Keep in mind that, much like handwritten notes, these “visual images” are not intended for broad consumption (or even viewing) by others. Rather they simply capture your ideas or perceptions using a visual icon, doodle, sketch, or basic drawing. This practice is commonly referred to as sketchnoting. Sketchnoting, also commonly referred to as visual notetaking, is the creative and graphic process, where people record their thoughts by using illustrations, symbols, structures, and texts (see example below).
Here is a great 12-minute video, How to Sketchnote without Drawing:
In general, by engaging in visual notetaking, you can enhance your own learning, become a better problem solver, and better connect and share ideas.
In the following image, you will see that by combining handwritten text, basic shapes, containers, and many icons or symbols, it is possible to build a visualization that communicates your ideas and concepts much more clearly and with fewer words / text. And, remember that our brains are programmed to consume information visually. So, not only will this help you, but it will also be easier for others, regardless of their native language, to understand, as well!
Surprisingly, most elements can be drawn using 5 basic drawing elements (see image below):
- Circle
- Square
- Triangle
- Line
- Dot
If you want some inspiration on how to hand-draw icons or symbols, you can either perform a Google image search on any term (concept, product, etc.) plus the word “icon”, e.g., “ad impression icon”, or you can watch the following 19-min video, Bullet Journal / Planner Icon Doodles | Doodle with Me:
In order to create better visual stories, you will need to practice using visual language yourself. Visual notetaking is a great way to practice for yourself and to begin thinking much more visually. Beyond thinking visually, it is essential to also understand how your visual stories can deliver value to your target audience, which brings us to our next topic – target markets and audiences.
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