The importance of photos in marketing - what images are the most noticeable?
People remember the images they see much easier than the words they read. Maybe that is why a large part of the texts you find on the web have a photo, sometimes more, sometimes less adequate to the content. However, it is important that this photo or illustration is chosen carefully. The importance of photos in marketing is very high. Do you know what photos effectively attract human attention?
What is the importance of photos in marketing?
It is nothing new to say that we live in a pictorial culture. Although man has communicated information through images from the earliest times, now the image has become the center of communication. Both static, such as a photo, and a moving image - in the form of a movie. Billions of photos posted on social networks, a comparatively large number of shorter and longer films circulating on the web - these are probably the best examples of contemporary image cult.
You may come across the statement that one picture expresses more than 1000 words. It is difficult to deny the truth of this phrase. It is at the heart of the modern image realm. Our time is very expensive and we have less and less time - instead of reading long texts, we prefer to focus on images. We assimilate them more easily and watch them more willingly. The image is a shortcut - liked by our civilization.
Due to the fact that images are easier to remember and attract our attention, they have become an important element in marketing and advertising. A matched photo allows you to influence the recipient more effectively than a long text. However, it is worth knowing that not every photo has the same effect on us.
What photos attract our attention?
According to scientists, our brain processes visual information of 60,000. times faster than text information. In addition, visual content accounts for as much as 90% of all information that the human brain perceives. Therefore, it is not easy to create such visual information that will remain in the recipient's memory for a long time. Generally speaking, it must be expressive - both due to the use of colors and the subject matter. The image appearing in the text is to break its monotony.
One of the classics of advertising, John Caples, has attempted to compile what images are extremely effective in attracting our attention. Caples only considered photos - in his opinion, they are much more legible than other types of graphics and more easily affect the imagination of the audience. On the 10th position list of images that particularly attract attention, we can find images of: the bride, children, animals, famous people, people in unusual disguises, people in unusual situations, catastrophes, romantic pictures, occasional pictures and narrative pictures, i.e. those that they present a story.
The fact that these specific images attract our attention does not yet clearly determine the importance of photos in marketing. The advertising utility of the photos is also important. Consider an anecdote that John Caples presents in his book Effective Advertising:
Some advertisers believed that a good way to get a man's attention was to show a picture of a bathing beauty. This technique seems to be catching the attention of the wrong audience or making them feel the wrong way. This type of image may cause the girl shown to be coveted, but will not appear to cause the advertised product to be coveted.
The importance of photos in marketing and advertising
The mere use of an image that attracts attention does not have to translate into its usefulness in marketing and advertising texts. Maybe - provided they are used in the right context. Caples distinguishes six typical examples of images that play a significant role in sales activities.
Product image (motorcycle in motorcycle advertising).
Image of the product in use (man riding the motorcycle in a motorcycle advertisement).
Image of product benefits (woman resting on the couch looking at the robotic vacuum cleaner working).
The image of fulfilled ambitions (a man in an advertisement for loans proudly looks at the house he has built).
Image of an enlarged detail (close-up of a perfectly made nib in an advertisement for fountain pens).
A dramatized image (in an advertisement for cigarettes a man standing on the edge of the roof of a skyscraper).
Images and photos that refer too loosely to the content or the advertised product do not bring the expected results. This is confirmed by eye tracking research - readers often overlook and treat graphic elements unrelated to the text in which they are placed as an obstacle.
The power of the human face
The image of a human face is of particular value in marketing. It attracts attention very strongly, especially when the model's eyesight is on us. However, it should be remembered that the face image should refer to the content or product. In addition, with the help of a photo of the face, we can simulate a situation of direct contact. We will achieve this effect by adding a statement on the photo or as a caption under it, which the person from the photo would give.
It is best when we take a photo ourselves, which we then use in our text or advertisement. Find out how to take professional photography for your website. If you do not have time for this, use the photo databases available on the Internet. But remember about copyright!
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