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A study from Canva, a graphic design and collaboration platform, has revealed the importance of visual communication for organisations that want to shorten sales cycles and generate more revenue.
According to Canva’s recently-released report titled “The Visual Economy Report,” majority of global business leaders believe visual communication has made a positive impact on remote and hybrid team members connecting with each other. 88% of their respondents said visual communication tools have accelerated their sales cycles.
Furthermore, the study revealed that visuals enhanced workplace efficiency and collaboration.
“Nearly all business leaders agree that visual communication methods increase efficiency (90%), enhance collaboration (89%) and carry more authority (85%) than other methods of communication. The majority (89%) also agree visual communication tools result in stronger business returns,” Canva said in a media release.
In creating the report, the researchers talked to 1,600 global business leaders in marketing, sales, HR, and commerce who have knowledge of company revenue goals.
The researchers handpicked leaders who had considerable influence over their organisations’ audience engagement strategy, as well as how internal teams communicate with each other, other teams, and the company at large.
Most roles now require some level of design literacy. Photo from Canva.
Visual design used to be the purview of professional designers, but not anymore. Canva’s research also revealed that design literacy has become critical for many jobs.
“More than half of business leaders (61%) say that employees in non-design roles are expected to have extensive design knowledge, such as the ability to create persuasive visual assets and engaging presentations, as well as being able to edit others’ designs with ease. As a result, nearly two-thirds (63%) provide training to those not in graphic-design roles,” the company said.
Gen Zs are shown to be more creative and agile when it comes to visual communication. Graphics from Canva.
Meanwhile, the youngest members of the workplace are showing their value through their aptitude in visuals. According to the study, “Gen Z is driving design in the workplace” and are more agile, creative, and able to embrace visual communication tools more frequently than their older peers.
“More than other generations, Gen Z (93%) feel visual communication helps them articulate ideas better,” the study found.
“As business leaders navigate a changing economic environment, visual communication can help brands get ahead. From helping win new customers, to attracting and retaining talent, to marketing in a way that breaks through, visual communication has never been more critical to unlocking better communication, collaboration and creativity,” said Zach Kitschke, CMO of Canva.
“Today, capturing anyone’s attention can be fleeting so great design can be make or break for organizations who strive to stand out in this new visual era.”
