In an age when people are more ruthless with their time than ever before, your business needs to grab the attention of potential customers in a very short space of time. And if you only rely on stock photography which you don’t personalise in some way, you are likely to end up struggling to make yourself stand out from the crowd. Visual marketing is a growing medium which it is worth paying attention to. Just think how many customers are discovering businesses by scrolling through their social media feeds. Your images need to have that ‘wow factor’ to get them to stop and pay attention. So, here are a few quick tips to boost your visual marketing.
Don’t Compromise on Quality
Low-quality, pixelated images are an instant turn-off for customers as they make your business look unprofessional. Your images should be in-focus, crisp, and have a good resolution. Whether you choose to use stock pictures or a professional photographer, quality should always be a primary concern. Even people who don’t know anything about photography can tell the difference between a good and a bad image.
Powerful Images to Stand Alone without Text
If your images are strong enough, your audience should get a good idea of the effect that you are going for without having to read the text. Of course, the copy should be there as support, but just think of the number of people who are looking at small screens these days. The images are going to be what grab the attention first and foremost.
Picture People You Want to Reach
If your customers are mainly middle aged, there is no point using imagery of young people unless there is a very clear reason for doing so. Try to make the images evoke the type of situation that they are likely to get in. The best adverts are a snapshot of what life could be like if the potential customer were to switch to using your product or service.
Optimise Your Images for Search
Since so many people are discovering products and services through search engines, you have to make sure that your images are easy to find. There are a number of different ways that you can optimise your images including tagging the product, the subject matter, the brand or the message. This gives four different possible options of search phrases that people could end up using online. Try not to be too broad with the search terms as it is likely that you will find yourself up against some stiff competition.
Your Images Should Always Have a Purpose
Even if you are using a stock photograph, it still needs to have a very clear sense of purpose. This is when you need to think about how you are going to use photo-editing software to improve them or how you are going to make the message shine through with some clever copy. If you just plonk a generic image onto a webpage with no context, you are only likely to confuse people about what effect you are trying to create.
Basic Edits Can Make a Big Difference
Sometimes, you have a good image that with a few tweaks could become a great one. Of course, if you already have a professional designer working for your organisation, they will already know all the basic editing tricks, but it is worth picking up some of the basics yourself including cropping, adding text and filters, and adjusting the colour scheme. You could also try putting multiple photos together to create a unique effect which is far beyond the norm.
Use Other Visual Assets
You don’t only have to stick to photographs – there are other visual tools at your disposal as well. Just a few of these include charts, graphs, and illustrations. Infographics have also become particularly popular in recent years, and they are a great way of displaying a lot of information in a single easy-to-digest image.
Evoke Emotions Where Possible
Since human beings are highly emotional creatures, it makes sense that your images should aim to evoke feelings in your customers. If people feel some sort of emotional connection towards a brand, they are much more likely to become loyal to it. So, you need to make sure that you are choosing your images carefully every time, and that they are adding to the brand ‘voice’ which you are creating.
Get Customers to Snap Their Own Photos
Another way that imagery can play a big role in boosting your business is by appealing to customers to take some of their own pictures and share them over social media platforms. Obviously, if you run a product business, this is going to work best, but it is a technique that can be used if you ask people to take photos of a certain theme. You can then sift through the photos to decide which ones you would like to use on a wider basis.
Use Striking Imagery Full of Colour
Colourful images have an immediate way of appealing to your senses. Try to keep the pictures that you choose as bright and vivid as possible, as this helps to excite the eye and keeps it moving. Of course, if you are going to use a dulled down image, you should have a specific purpose in mind for why you choose to do this.
Visual marketing is one of the most powerful tools at the disposal of your business, and it is one which you should aim to use effectively. Follow these tips, and you are giving yourself a good chance of capturing the attention of your customers. Whenever you are using an image anywhere – whether it is on your website, marketing materials or simply on your social media feed – you should think carefully about what sort of effect you are aiming to create. Above all, you should always ensure that you are using high-quality imagery that looks great time after time.