Excellent ‘copy’ can create a vibe; but that’s only if there is time to read it. Nielsen research established that on average only 20% of words on a webpage are read; but on the other hand images grab your attention and work … very fast, without having to read a word. ( in fact; our brain processes visuals 60000 x faster than text)
If you’re willing to read more than 20% of this page, I’ll show you some convincing evidence for creating great photography.
Would you like to improve your memory? -effective memory techniques use picture association. That’s because our brain is wired to prioritize sight, so we will remember what someone looks like but are less likely to remember what they said. Photography creates that important 1st impression and forms a ‘reference’ link to your product.
Your customers will do their best to rationalize their purchase decisions; quality, functionality, reliability and price; but at the end of the day, ‘Gut feeling’ is what they run with. Research[Marcus 2002] shows “emotional reaction to stimulus resounds more loudly in our brain than our rational response”, so if your images have impact they will deliver. Most importantly everyone responds to the real-ness of a photograph.
Not convinced. What’s your dream car? BMW has a great brand image synonymous with leading design and high quality(always with amazing photography) The odd thing is, I did a Google search, found published statistics from ‘Reliabilityindex.com’ and they placed BMW 10th from worst out of 38 manufacturers. Wow! BMW has a successful marketing image somewhat out of sync with actual owner experience; that’s because it’s all about perception– it looks high quality…so we are wired to think it will be high quality.
What’s the story with STOCK photographs; those stereotyped, feel-good pictures from the international photo stock agencies… hmm, well that’s the problem- there is no real story, no link with your product or service.
So why are they used so much? The big Stock agencies sell hard and it’s quick, cheap and easy.
But frankly, if your product or service does not appear in your promotional material you will have lost the trust of the customer and missed out on an effective connection. If we are to believe that an association can actually be formed between a product and a stock image, then the smartest move a competitor could make is to use the very same image in their own marketing (did you know they usually can! )
It is all about authenticity. Images which contain your product connect and resonate.
I’ve been around a while. I’m not into arty stuff for the sake of it. I really want New Zealand businesses to grow and look damn good in the process. I also like to feel that I am a partner in the creative process, not just a supplier. That’s why the greatest images happen when Art director, Marketing manager and photographer collaborate. We achieve a level of excellence unattainable any other way.
When you design a great product it’s a real achievement – but if no-one gets the impression that it’s great … what a wasted opportunity!
Check out my portfolio pages; the images speak for themselves.A final note:
Are you an Art director/designer that is new to directing photography? maybe you’re a bit unsure about how to get what you need from a photographer? Just give me a call. We’ll chat about the process of working together; helpful starting points like a visual or example images and what we are likely to discuss as the image is created. You will get the satisfaction of creating original class leading work and your client wins with an image uniquely their own. Why put yourself through hours of searching for a (probably interpolated resolution) half decent stock shot?