How To Produce Or Use Images That Fit Your Brand
The internet is an image-rich environment. The rise of high-quality cameras in smart devices and readily accessible editing software means that good images are everywhere. What does this mean for your brand? It means that you’ll need to go the extra mile to ensure your images are not only excellent quality but totally relevant and in line with your brand voice and experience.
Define your purpose
What’s the point of having an image on your page or social media channel? Of course, you want to attract attention, but don’t underestimate the emotional pull of images. Be sure to choose images that encourage a particular action by viewers. Do you want them to feel curious and click through, do you want them to act now and make a purchase? Use images to drive the momentum your copy generates.
Consumers are looking to engage in an emotional journey as they purchase their products. Use images to reflect the story of your brand or the product. Use filters to enhance the image or overlay text to drive a single point home. Consider using a combination of customer reviews, before/after photos or aligned quotes with stock images that convey your purpose.
Stock photos of people smiling into the middle distance do nothing to build relationships with your customers. Reach out and ask for images of your products ‘in the wild’ with satisfied customers. Ensure in-store photos show customers browsing. When you reflect humanity back to your customers they are more likely to see themselves using the products. Encouraging User Generated Content (UGC) also helps to build stronger social media connections.
Avoid falling into the happy trap when it comes to photos for your communications. It’s understandable that you would want to highlight smiling faces throughout your campaigns, but don’t limit yourself to expressions of happiness. You can explore a rich palette of emotions with your customers through facial expression. Excitement, surprise, and shock are powerful. In some cases, sadness may be appropriate (fear of missing out, anyone?).
Play with your imagery. Always remember to keep the overall brand persona in mind, and then move through how you want your customers to feel. Reflect their own stories back at them and don’t be afraid to take them on an emotional journey, all the way to a sale (and beyond).