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Choose the right photos for your marketing materials

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A picture is worth a thousand words.

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Photos, often called photographs, pictures or images, are a nonverbal form of communication filled with people, objects or a scene printed on paper or digitally viewed through electronic media (such as emails, websites, social media, cellphones, etc.) that can inspire or detract from the message you’re sending to people, depending on how the viewer interprets the image.

When it comes to deciding whether photos will be used in your marketing materials, there is one important element to consider: Your target audience.

Your target audience is crucial for your business’s success and financial growth because they decide whether it will be your business they buy from or your competitors.

People look at photos differently because no two people see the same things first and they might have conflicting opinions as how they see the image altogether.

The images you select in your marketing materials can either make or break the sale your company needs to be profitable in the marketplace.

There are a number of emotional reactions a person will feel when looking at a photo.

Common emotional reactions to a photo:

  • Pleasant
  • Unpleasant
  • Aroused
  • Excited
  • Calm
  • Upset
  • Angry
  • Mad
  • Happy
  • Sad
  • Disgusted
  • Fearful
  • Hopeful

Before jumping on the bandwagon and dig your heels into the ground about being determined to use photos in your marketing materials, consider the following questions.

  1. What is the message I’m trying to convey with these photo(s)?
  2. Are the images in the photo(s) relevant to my company’s products and/or services?
  3. How will my target audience react to the photo(s)?

    Although it’s impossible to determine how each person will individually perceive each image, consider putting yourself in their shoes and looking at each image from your target audience’s perspective.

  4. Why this image?
  5. When it is necessary to use stock photography?
  6. If stock photography is not an option, who will take the photos and why use that photographer?

Evaluating your answers to the above questions will help your team decide what photos to use and how the message will be received by current clients and prospective ones.



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