A picture is worth a thousand words, so goes the saying. And although this phrase couldn't be any more overstated, it definitely rings true…
Imagine seeing an ad with no photos or images whatsoever. Would it even capture your attention? There might be a whole paragraph of engaging text, but it still wouldn’t speak to you as much as a striking image would.
The use of photography in marketing dates back to more than a century. And even before photography, humans always found ways to communicate visually.
There is a reason why photography as a marketing tool has carried forth until the present moment and has had such an enduring impact on advertising.
In fact, the human brain is wired to process images 60,000 times faster than text, and 90% of information transmitted to the brain is visual.
Quality Photography vs. Happy Snaps
Click on any ad, blog post or fundraising campaign, and you’ll most likely see photos integrated into the content. But just choosing any photo won’t cut it.
In the age of happy snaps and a plethora of online images, you’ll likely come across photos of lower quality, or that seem removed from the rest of the content displayed.
When including photos, marketers and NFP organisations must make sure the images they choose to include are thought-through, ethical, consistent with the brand image, and convey the right message.
Not every business has the budget to hire professional photographers, but nowadays, most creatives can produce and select quality photos.
If you are choosing images from stock photography, make sure none of your competitors are using the same image. To make your brand stand out, ensure that the photos you select are engaging, crisp and vibrant.
If you choose to take your own photos, utilise grid lines to create balance, frame your image well, find symmetry, and use a tripod when needed. These simple actions can take your photography to the next level.
Combined with intention and strategy, quality photography can improve your brand’s marketing efforts significantly.
Benefits of Quality Photography
Ok, so we’re wired to respond more strongly to images than to text. That much is clear. And investing time and effort into quality photography is absolutely worth it…
But what specific benefits does quality photography have for your brand, and how do photos influence customers’ decisions?
Photos strike emotional chords
Photos have the power to stir people’s emotions. The visual element in advertising helps customers identify themselves in imagery, literally placing themselves inside a beautiful landscape, for example, or imagining themselves eating that gorgeous plate of food.
Images of people in particular can have a huge effect on customers. When it comes to social media, for example, photos with faces can get up to 328% more comments, and 38% more likes than those that do not have faces.
Due to the level of relatability, customers are able to picture themselves in others and imagine what that person might be going through. Take this image for example, from Dove’s campaign for ‘Real Beauty’:
The woman’s eye contact, combined with her smile and calm demeanour is engaging and encourages joy and acceptance in customers.
Improves professional image
If done right, photographs can serve to boost a brand’s reputation and brand image. The power of a highly polished image meant to accompany a product for sale can elevate that product’s worth and ultimately impact a customer’s buying decision.
Rolex, for example, has mastered the art of quality photography when it comes to product photos. Thanks to classy imagery, the brand is known for its quality and professionalism.
Take this photo of the Rolex Submariner watch for example:
The crystal clear details displayed here serve to expose every inch of the watch’s contour and make-up, and seem to say: “Everything about this watch is perfect, see for yourself.”
Further, the lighting, colour and brilliance of the image capture our attention and emanate a sense of professionality.
Increases Website Traffic
Good photos will guarantee you an increase in website traffic, and who doesn’t want that?
In fact, a website that uses photos is likely to receive 90% more traffic than one that just sticks to text.
The advantage here is linked to the SEO value of a website. By way of image descriptions and alt tags, search can more easily understand what theme or product your website is related to and boost its visibility.
Also, customers will tend to linger on your website if there are capturing images they can look at, browse or scan.
Final Thoughts
The power of quality photography is undeniable.
Not only is it scientifically proven that our brains are wired to engage much more with images than text, but it also adds much value in the world of marketing.
In the book “Ways of Seeing” John Berger explains that “seeing comes before words.” Advertisements take advantage of this phenomenon fully by producing and selecting eye-catching images that will capture customers’ hearts and minds.
It’s not enough to cut and paste any old image into your campaign however. A lot of thought and strategy is needed in order for photos to parallel your brand’s overall image and intent.
By keeping some useful tips in mind, you can start improving the quality of your photos, and reap the endless benefits they can offer your organisation.