Words matter—I’d say, a lot. But that doesn’t mean we should treat visuals as an afterthought. Far from it. As Resource Media reminds us, the right images can have a mighty powerful emotional impact.
We should aim to combine compelling messaging and images.
With that in mind, those same smart Resource Media folks did some testing to pick out what kinds of visuals capitalize on the widespread enthusiasm Americans have for energy efficiency to boost support for bigger picture policy initiatives.
The opportunity: The good news is that people across the political spectrum support energy efficiency. They know what it is, believe it is a good thing, and want to be a part of it. Indeed, most people relate personally to insulation and thermostats in a way that they can’t to wind turbines or solar panels (and efficiency isn’t as politically polarizing as those symbols of renewable energy have become.)
The challenge: People view energy efficiency as a personal responsibility, not the job of government or regulations.
So, the trick is to bridge personal excitement about home improvements to bigger picture community programs.
Resource Media found that certain types of images could go a long way in creating a constructive context for conversations about programs that drive energy efficiency.
Here’s your checklist for choosing the best visuals:
Original Sightline Institute graphic, available under our free use policy. Icons courtesy Yorlmar Campos, Tina Abi Hachem, and gilbert bages.
Noun Project icons by Yorlmar Campos, Tina Abi Hachem, and gilbert bages.
