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business
Content is king in communications. But what exactly is content? Words, of course. Well crafted sentences that succinctly get your message across are the cornerstone of your communications, but remember ‘a picture is worth a thousand words’, and ‘every picture tells a story’.
Since the model is looking here, your eyes are drawn to this side first. Text wrapping makes the words hug her outline.
Content includes words, photos, videos, graphs, and illustrations used in your marketing communications. However, if you just drop a picture in as a placeholder can actually backfire - if the image has not been carefully selected. Images must be selected carefully to give your web site, e-newsletters, and blogs your unique personality. Select images to make you stand out and keep your visitor’s attention. With the wrong image, they will immediately look elsewhere and you will have lost them. In other words, images matter just as much as your written content. The images must tell a story so someone glancing at your piece will
understand your message. People use their senses differently when it comes to interpreting information. To take advantage of this, your marketing images should support and complement the text in your marketing campaigns, working to tell the whole “story”.
Your message will not be taken in if the text is placed here, as you eye is not drawn to this side. Even the text wrapping will not help draw the reader’s eye.
‘Photos and videos are driving social engagement. Image strategy is just as important as content strategy.’ ~ Shawn Graham Keep the style of your images consistent across your communications. Use similar photos in colour palette, design and content. Avoid using cartoons for one piece and dramatic photos elsewhere; or soft focus images combined with bold, sharp, bright pictures. The composition will also dictate the effectiveness of your images. If you use people, make sure they are looking at and not away from your message if they are not looking directly at your
Middlesex Business Matters Magazine • Volume 1 ~ Issue 2
Image Guidelines: •
Do the images convey the right feeling?
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Do the images tell who your target is by mirroring it?
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Do the images create or build a relationship with your visitors?
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Do the images provide additional information to the text?
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Do the images help guide the visitor either towards a goal (theirs or yours) or away from an undesirable situation?
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Are they unique and relevant to your business (not stock images)?
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Does the image contain only the message or story you want to convey, and all extraneous items are cropped out?
Your message may be better delivered if the model is looking directly at the reader.