How to use imagery in your marketing
The use of imagery to attract our attention is not a new concept; advertisers, governments and brands have been using imagery to influence and provoke emotional responses in people for years. Humans are highly visual creatures and we know from cave paintings and hieroglyphics that imagery has been a primary communincation tool since the dawn of mankind.
In more recent years, the rise of social media sites such as Instagram, Twitter and Facebook, and mobile technology such as smart phones, iPhones and tablets, with integrated camera's, have all helped to revolutionise the creative and unique use of photography to support marketing activities and relationship marketing between a brand, company and their audience.
Photographs are a great way to add instant content to websites, social media channels, direct marketing and PR campaigns and also help to boost google rankings for search results through the correct use of keywords and image descriptions.
People respond to images in a different way to text, often making decisions based on what they can 'see' with their own eyes, rather than what they 'read'.
In our opinion bespoke imagery and video have higher engagement that stock imagery, so we will always recommend our clients try to use their own imagery to enhance their marketing activities as much as possible. Not that there's anything wrong with using stock photos. If you choose to use stock photos, our advice would be to select high quality images that compliment your values, and messages. Try to avoid using the same imagery as a competitor and if you can combine stock imagery with bespoke photography, even if you use your smart phone to capture the images.
Whether you choose to use your own photographs, commission a professional photographer or use stock imagery, selecting the right images to project your message is key.