Why choosing the right content imagery can win the right clients.
Photo: Barna Kovács
A picture speaks a thousand words, but does it matter what kind of picture? Are all images going to speak to your customers in the same way? It's surprising the amount of companies that haven't considered the effect of the imagery they select for their marketing material – whether that's in the form of photography, graphics, illustration or animation, to name a few mediums. In fact, many companies haven't thought of the differences between the types of media available, despite the fact that all categories can portray a completely different message about their business.
When requiring content material it is essential this is tailored to appeal to the right people, or else you risk customers disconnecting with your marketing and ultimately your services. Many companies are keen to invest in branding: a nice logo and a professional website for example, yet once the initial branding exercise is complete, they may not consider how subsequent imagery fits in with this or how to make sure it conveys the same messages.
How to select the right imagery
So, what does your imagery say about you? Have you considered which kind is most suitable for your advertising material? It all comes down to tone of voice. It's no good trying to convey that your company is unique if you use stock photography on all your advertising, and it's no good investing in highly sophisticated menu illustrations if you're running a budget takeaway restaurant. Each type of imagery will appeal to different people.. Is your company image highly corporate? Is it fun and interactive? Do your products have a luxury appeal or are you aiming at the mass market? It's important you consider the options according to your target audience and desired outcomes.
The right image can give you the edge over your competition. The key is in finding imagery that your clients will connect with and remember your for. I ronce went to stay at a boutique hotel as a birthday treat and I was surprised to find that the informative material in the room contained what looked like clip-art imagery, printed on copy paper. Instantly my opinion of the hotel went down in my estimation, raising questions as to where else the hotel cut corners – If they do this for their brand materials, what about their food? If they had invested in unique illustration work the impact on their clients would have been far greater and complimented the boutique feel of the hotel. Using mass produced images speaks volumes as to the quality of the company and whether the clients are getting a good service. The problem with using stock imagery is that you will never have the edge over your competitors - your imagery is accessible to everyone and therefore it is unlikely you will leave a lasting impression. If you want to have a unique profile it is important you commission bespoke imagery through professional illustrators, photographers, videographers, designers and animators, to name but a few.
Think about the medium
The chosen medium for an image will also convey different messages and have different impact. For example, using short animation or video on social media platforms can gain attention more effectively than static images. However, using too much animation on your website could leave visitors with a headache. Each medium offers a different pace and various benefits. The style of the image also can have a big impact – when tackling sensitive subjects, for example, using photography that is sensitively lit and composed also helps to give consistent messaging. Advertising something fun may needcolourful illustration or animation involving character or humour. Each medium can be versatile to work for different messages, but it’s important you’ve thought this through before commissioning an artist – if you feel a hand drawn style of illustration would be appropriate for your content, make sure you research which artists are appropriate based on their portfolio of work.
According to the Social Science Research network, 65% of people are visual learners, meaning that the majority of customers are more likely to connect with brands that have selected their imagery well. An image used on social media, for example, is ten times more likely to receive engagement than one without. Having a starting point of what your clients are looking for in a brand like yours will help you to select appropriate imagery. Are they male or female? Do they have a high income? How old are they? These sorts of questions may all be quite obvious but it's surprising the number of companies who let this sort of criteria bypass them when selecting images. A picture speaks a thousand words, make sure they're all good ones.