In a saturated market of visual and competitive information, investing in visual communication becomes essential for any company wishing to effectively stand out. But how can you be sure to invest wisely? It is crucial to precisely structure your strategy, from selecting objectives to evaluating results, including budget allocation and selecting appropriate media.

Structuring Your Visual Communication Strategy

Clearly Define Your Marketing Objectives

The clarity of objectives determines the effectiveness of the strategy. Do you want to increase your visibility, generate leads, retain customers, or launch a new product? Each objective requires distinct choices of media and formats.

For example, short videos are ideal for product launches on social media, while educational infographics are better suited for informative objectives.

Capture Attention with a Striking Visual Message

To capture attention in a few seconds, focus on simple, clean visuals with high aesthetic value. A clear visual message allows for immediate understanding and lasting memorization, two key elements in an effective communication strategy.

The example of photos taken for XFeet perfectly illustrates this principle: a sober design, perfectly controlled lighting, precise framing, and a clear focus on the material. The result? High-end visuals that enhance the perceived quality image of the product and immediately inspire trust. A good photo can, therefore, enhance a brand's positioning in its market on its own.

Enhancing Recognition Through a Cohesive Visual Identity

Graphic consistency is a major key for your brand to be recognized quickly and remembered durably. Logo, color palette, typography, and photographic style must remain uniform across all media, whether digital or print. This consistency significantly enhances your credibility and professional image.

Concrete Example: Carole Teyssier Organization

We designed a custom charter that reflects her image: warm, professional, and structured. Before that, she had no artistic direction. Since implementing this new AD, Carole has noticed a significant improvement in perception from her partners:

"Professional presentations, taken seriously by partners."

Differentiating Through Visual Innovation

In a highly competitive market, standing out requires innovating in your visual media. Adopting an original approach allows your company to assert its positioning. Integrating emerging formats (augmented reality, graphic animations...) enhances engagement and attracts new customers.

Allocating a Budget Aligned with Your Ambitions

An effective investment in visual communication varies according to the sector, the size of the company, and its objectives. Here are indicative ranges of marketing budgets (including visual communication) for different sectors:

Sources:

• HubSpot – Marketing Budget 2025

• HubSpot – Content Marketing Benchmarks

• Restaurant Growth – Average Marketing Budget for Restaurants

• Wikipedia – Luxury goods (marketing)

• Marketing Week – LVMH marketing spend report (2023)

Initial Investment: Redesign & Launch

The communication budget can be higher at the launch of an activity or during a complete overhaul. (new website, new graphic charter, creation of visuals, digital strategy, etc.) This initial cost can be quickly amortized if used wisely as a strategic lever, by creating materials that continue to perform over time.

Selecting the Right Tools and Appropriate Media

To obtain professional visuals, use recognized reference tools. Here are the ones we use at Shogun Pictures:

• Adobe Photoshop / Illustrator: graphic creation

• Figma / Framer / WordPress / Shopify: web design & websites

• Blender / Houdini: 3D and VFX

• Nuke / DaVinci Resolve: post-production & color grading

These tools come with significant annual costs (licenses, training, equipment) but guarantee a high-end result.

At SPC, it is also our original ideas, our team cohesion, and our visual culture that make the difference.

Measuring Effectiveness to Optimize Visual ROI

Measuring effectiveness allows for quick adjustments to your visual communication strategy and optimizing your future investments. Here are the main KPI indicators to track:

• Engagement Rate: clicks, shares, comments

• Web Traffic: visits from your visuals

• Conversions: leads, sales, registrations

• Brand Awareness: qualitative surveys

• ROI: expense / benefits ratio

Regular monitoring guarantees a more profitable and precise strategy.

Concrete Cases: Quantified Results

ProFondation (Construction Sector)

In 2024, we helped ProFondation with a comprehensive overhaul of its brand image: graphic charter, website, leaflets, t-shirts, banners, etc.

Results between June 2024 and June 2025 on the ProFondation website:

• +500 % of forms received
  → Contacts sent through the website

• +977 % of unique visitors
  → Distinct internet users during the period

• +643 % of sessions (unique users revisiting)
  → Total visits, all sources combined

• +1567 % of natural Google traffic
  → Visits from SEO results

A concrete proof that coherent and well-thought-out visual communication can double, triple... or even increase a company's impact tenfold, even in a technical sector like construction.

Conclusion: Invest Effectively for Sustainable Growth

Investing in visual communication is a strategic lever for any modern company. A rigorous approach, combining clear objectives, tool selection, and continuous analysis of results, allows you to turn every euro invested into a significant competitive advantage.

A good visual strategy leaves a memorable imprint, generates loyalty, and becomes a competitive advantage in the long term.