How and why to make visual communication a powerful competitive tool
From digital cameras and camera phones to videoconferencing, visual communication technology is changing not only personal lives but global business relationships and communities of interest. Visual communication is an essential tool for every corporation–in any industry–that wants to stay competitive.
Going Visual demonstrates how businesses can harness the power of digital images and video to communicate comprehensively and unambiguously. Through real-world success stories the authors outline a clear, simple, five-step plan for developing a Visual Communication Strategy that will sharpen every organization’s competitive edge and improve its bottom line.
A little short This book aims at making corporate and marketing directors to realize that we have entered a culture of images and videos. It covers well some of the consequences of this mutation from writing to visual. Admittedly, lots of situation are covered to advocate for anticipating actions in the image civilization, and suggestions are made on how to do it. As a matter of fact, the discoveries of Neuro-sciences including Neuro-marketing (not covered in the book) explain why this phenomenum does happen. At a practical level, the successes of MySpace and YouTube (after the not so recent development of TV ads) should be sufficient evidence. The book however does not refer to the problems linked to the daily use of images by the professional world (mainly the necessity to index them for database treatment or simply for searching, filing and handling). Machines do not know how to recognize if there is a blond guy on a picture in the middle of several other individuals, when they can do this selection with texts. There is a huge amount of research going on to solve such complex problems which have more consequences than it seems and the author simply does not even touches these aspects. Amazon's mechanical turk was created precisely for such reasons. Some scientists try to use the sound track of videos to that effect... This book totally misses these issues. In brief a great topic properly advocated but imperfectly analyzed and not exhaustively covered. Reality doesn't need to be advocated, it lands by itself ; virtue for books (which are in depth studies) lays in detailed solutions and this book comes short on this.
A very important book! This is a book that perfectly captures the convergence that is going on between technology, photography and communication. It is a must read for any person ready to improve efficiency and profitability in their workplace and their life. The case studies cover businesses of all shapes and sizes, so its easy to see how to make the strategy fit. A big thanks to Gerard and Goldstein for this very important book.
An inspiration Going Visual really inspired me, as an entrepreneur. I'm sure like most people I had no idea of the possibilities held within a simple digital camera. Reading this book opened a new world of possibilities. I don't go anywhere without a camera now.
Anything Goes Trivia
Megaton Man
Tailipoe
Trevor
