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Photographs: Why is finding the right picture so important to a marketing agency?

“Photography helps people to see.”

Bernice Abbott, mid-20th century American photographer

In marketing, photography is used not only to help people see, but also to help them feel, relate and inspire.  In honor of National Photograph Month, GRIT’s team is offering up insight on how they use photographs, why they are important and five tips to getting the “perfect” shot for your next advertising campaign.

How marketers use photographs

Good photography and photographs play a vital role in marketing efforts as their main purpose is to capture the attention of the target audience. Plus, when the photograph connects with the audience and their emotions, it’s even better!

GRIT’s graphic designers work with a variety of photographs every day looking for the perfect shot that will engage and connect – whether in a brochure, website and/or billboard. When the correct image is used, it makes a design (and the message) come to life!

Why are photographs important?

Photographs are powerful visuals. Think about a billboard – on average, an advertiser has no more than three seconds to get their message across before the driver passes that outdoor sign. When there is an engaging photo or image aligned with the message, recall increases. Why? According to HubSpot, people retain 65 percent of information when an image is paired with text versus only 10 percent if there is no image.

Tips for shooting the “perfect” photograph

When taking photographs, there are many factors to consider, such as lighting, angles and the audience for which you are shooting. Keep in mind the following:

  • Carefully set any lighting. Keep an eye on where the light source is and the placement of the subject of the photo– whether it is a product or person. While lighting helps enhance a photo, it can also create unwanted shadows. So remember to double check lighting as you go.
  • Experiment with different angles and settings such as shutter speed, aperture and exposure. Sometimes the best approach is unconventional or different than just a head-on shot, because it will be more likely to grab attention. Also keep negative space in mind, especially when the photograph will be used in a design in concert with other elements.
  • More is better than less in the case of photography. When out shooting photographs, always take more shots than needed. Review them afterwards and select the best ones – who knows, there may be an image that fits the design or purpose better than the initial idea!
  • Keep depth of field in mind, especially for portraits or product shots. Having just a certain part of the image in focus can direct the audience to an exact spot of focus – whether it’s a certain detail of a product or a person in the shot.
  • Always keep the target audience and the end result in mind. Considering the target audience’s style, values and emotions will help create a successful photograph.

From billboards and websites to product packaging and support materials, photographs are a critically important element in marketing because they communicate without the use of words. Photographs can be used to evoke an emotional connection between brands and potential customers, and the visual photo is often the most remembered component.

Interested in learning more about taking your marketing materials to the next level? Contact our team today!