Do a quick Google image search for energy efficiency. What comes up?
Chances are you’ll see row after row of CFL light bulbs.
Good visuals are essential to successful outreach and communication in today’s media landscape. Just look at your Facebook feed and it’s apparent that pictures, memes and videos are taking over the way we share and receive information.
Human beings are visual creatures. Did you know that more than 60 percent of your brain is devoted to visual processing? Study after study has shown that visuals are much more effective than words alone in stoking people’s emotions.
Which brings us back to energy efficiency imagery. Our current visual vocabulary for energy efficiency is woefully inadequate for the task of inspiring Americans to save energy.
If we want to get people excited about energy efficiency, we need to be doing a better job connecting with people through smarter use of imagery.
So what types of energy efficiency imagery really connect?
Resource Media conducted research with homeowners and renters in urban centers to assess reactions to images and videos related to energy efficiency.
We found that imagery focused on people and simple actions they are taking to save energy can make energy efficiency very personal and inspire people to want to do things to save energy in their homes.
That means that instead of dry, emotionless images of energy efficiency technology, we should be leading with images showing real people doing things in their homes to save energy.
Learn more about which images get attention and motivate people to take action by visiting Resource Media’s Visual Story Lab. There, you will find the full report: Beyond the CFL: Winning Imagery for Energy Efficiency, a research summary and a tip-sheet.
Amy Frykman
Vice President
Resource Media
@Afrykman
amy@resource-media.org
www.resource-media.org
