Quality imagery tells a story like nothing else can
“___________ is the balance of science and art” is a saying about many different things - business, marketing, sports, relationships, etc. This is manifest by the nature of how something so perfectly contrived and thoughtful can be upended by another factor that is raw, emotional and unexpected. The 2016 Presidential Election is a good example of this. So is Pixar or Apple’s rise to the top of their respective industries. In short, read the data and glean the insights. But before you put all your chips in, take a human view of what you are doing and make sure it RESONATES.
Imagery is paramount when trying to connect with an audience. It sets a tone and establishes context. But what is often overlooked is that it also can tell a story. The benefit of this to professional marketers is that we can scan and digest information from an image 10X faster than that of a copy block. Our brains are trained to do this constantly and have been doing so since the beginning of time (versus a few thousand years of reading/ writing).
If imagery is so important to communication, how come there are so many marketers out there that shy away from this as a crucial tool in their mediums? What can be even worse are marketers who do use images but do so almost like an afterthought. Insert image <here> doesn’t do anything contextually unless it is relevant to what, and to whom, you are trying to communicate.
If their is one thing that the decline of print media has given rise to, it’s cutting corners on marketing and advertising imagery. Imagery has become more of a commodity, fluidly consumed and easily skimmed over. But in this Instagram age of posting an image of anything, why wouldn’t you invest in some quality story telling imagery. Stand out from the noise. Suck people in and hold their gaze with confidence. Make them feel something deeper.
Finding good images is very hard work. It can be very expensive as well. Even the most experienced of shutterbugs has struggled with this when trying to take a good photograph.
The setting and lighting needs to be just right
The subject has to have the right energy for the story you are trying to tell
Proximity plays a huge role in terms of framing the shot the right way
At the end of the effort, many shots will be taken. And many of those which you thought were “perfect” when you first snapped them will ultimately be too contrived or expected. They will lack that “human truth” that can both tell the story and make a connection. It takes a lot of practice and time to get it right. So don’t start the shoot with an exact shot in mind. Foster the right atmosphere and make it real. You will know the “right shot” when you see it.
Brands who get this can make it look easy. Apple. Most of the outdoor brands and athletic companies. Even social media driven brands can make imagery look effortless to produce. These companies can often get a premium for what they are selling.
My advice to marketers is to invest in high quality imagery to the extent that you are able to. Search long and wide for the best images that you can possibly use. Do your own photoshoots and take the time to work with the highly talented artists out there to not just get them to make you look good, but to help you tell your story.
And like all good content programs (imagery is content after all)- just a reminder that even good imagery should have a window of use and then needs to be refreshed with something new for our eyes to consume. Just like we ingest information quickly, we will tune out information that has already been processed. Change it up and keep finding new ways to tell your story!
