Imagery in marketing, whether you are using it for paper brochures, your website or your social media pages, provides you with a way in which you can really engage and connect with your audience. The use of images in this way is nothing new. Images have been used to illustrate important points for centuries. It is said that a strong image, one that has been carefully chosen, can speak a thousand words.
Whether you use still images or video footage, when you take the time to consider what will be the best illustration for your point you can often convey more than mere words can. You can evoke emotions and desires; all kinds of emotions in the people you are trying to target.
To put it more succinctly, the brand imagery that you use in your marketing should be considered the opportunity to communicate visually with potential customers.
Quality of imagery counts
It should go without saying that the quality of the images that you choose to use are a representation of what your company stands for. It highlights the quality of the product or service that you offer. If you choose images that are not of a great quality, then you could be doing more harm than good for the reputation of your company. What people will see is a shoddy image, which attracts their attention for all the wrong reasons. This is why getting professional quality images is an investment worth making. Professional photographers who specialise in marketing images will know all the tricks that will make your images “talk” to your audience. So don’t be tempted to cut corners when it comes to your images. Quality really does matter.
Remember your brand image
When considering the imagery that you use for your marketing it is also important to think about the image of your company brand. If your products are targeted at a particular age group or demographic, then this forms a part of your brand image. The imagery that you opt for should reflect this. This is all part of how you engage with your audience and help to make your products appeal to them more.
A good image is one that is memorable, emotive, and helps to get your message across. It is one that is fully in focus and where thought has been taken with the composition. This is particularly the case for a product shot.
Bring it all together
Be careful though, just as the wrong imagery can create the wrong impression, so too can using too many images. It is important to strike the right balance between the text that you use on your website or social media pages, and the images that you use to accompany them. They should compliment each other with one reinforcing the ideas offered by the other. A great image that doesn’t reflect the ideas of your text can be confusing to your audience. Make sure that you bring everything together to give the best impression of your company.