A picture really is worth a thousand words. That doesn’t mean you should turn your next pension statement or benefits plan newsletter into a four-page infographic—a one-way ticket to information overload. But when it comes to communicating with your plan members, chances are you should be doing a lot more showing and a lot less telling.
There’s something compelling about information presented visually. Research shows that, like most children, adults will often grasp information faster and retain it longer if they can see it rather than read about it. And for people with low literacy skills—a group that includes about 42% of working adult Canadians—or those for whom English is a second language, a picture can make the difference between “getting it” and missing the point of your message.
As pension and benefits plans grow in complexity (see Communication: Impossible), a smart graphic—whether it’s an infographic that presents complex data visually or an image that helps to illustrate a written concept—can help remove the noise, clarify ambiguities and cut to the chase.
Today’s healthcare spending accounts—with their multiple, overlapping deadlines involving date of deposit, date of expense and date of claim submission—are a case in point. Not only are the rules difficult to follow, but under the Canada Revenue Agency’s “use it or lose it” regulation, the consequences of missing a deadline are severe and irreversible.
In most cases, a picture can’t completely replace words. Just as there are visual learners, many people prefer text-based information, and some particularly detailed information may need to be spelled out. But a compelling visual will help to support and clarify your words. Done well, a good graphic will be understood at a glance and may even be committed to memory.
A major drawback to visuals is the higher cost. High-quality images and graphics require additional resources to procure or create, driving up your communication budget. But this is not the place to cut costs by having a staff member practice their graphic design skills. You need a skilled designer with the subject matter knowledge to create visuals for your highly specialized content.
Amateur-looking graphics can reduce credibility, having the opposite of the intended effect. Visuals that are done poorly or overused can also detract from the key message and shift the viewer’s focus.
Not sure if it’s worth the investment? Just imagine if your favourite magazine came with no pictures or graphics. Pension and benefits plan communication is no different. If you’re not paying attention to the visual component of your material, you’re failing to connect with a big segment of your audience.