It’s safe to say that the world we live in is a very visual place. We are constantly bombarded with images whether that be in the form of a roadside billboard or a TV advertisement and in this modern era, the digital sphere especially is capricious with its never ending reel of imagery. So then how does a brand get recognised in this barrage for attention?
We know images are an important tool in marketing as the human brain processes images 60,000 times faster than text. This means that any given message of an image can be taken in and understood a lot faster than the same message in writing. It may even be one of the reasons that Instagram has become so popular with over 500 million daily users.
But still the question remains, how does one stand out?
Standing out is why ‘good’ images matter and ‘good’ does not necessarily mean taken on a DSLR. An image’s visual content must be well thought out along with any connotations it may infer for a start. Research has shown that the most memorable photos are those that contain people and those that show a part of a person, such as a hand, interacting with an object performed 29% better in terms of engagement than those with a full person. It is also helpful to follow or keep in mind photography composition techniques such as the rule of thirds or the golden ratio to make sure any chosen image is aesthetically as well as statistically appealing.
What makes an image ‘good’ is when it is deemed so by others.
It is important, in the day and age of personalisation, to make sure images put out whether on social media or in a printed format, are what a brand’s followers or audience consider as ‘good’. Does it visually resonate with what they enjoy or would like to see from the brand?
This is how images containing animals for example, though not technically sound, go ‘viral’ as they resonate with a large user base with commonalities in their likes and dislikes. Generally, people enjoy that which is playful and creative which may be why We Rate Dogs™, whose feed is filled with dog images, have 8.4 million followers on twitter while the UK government has significantly less at 1.6 million. However, this angle cannot work for all brands as each has their own target audience and tone of voice needed. Brands must analyse their own target and understand their personalities – what they like, don’t like, what moves them into action and what they want to see.
‘Good’ images are not just important in making a brand stand out against its competitors and other visual noise but also in building engagement with those it truly wants to connect with and creating memorable impact thus, building the brand itself.