Excellent ‘copy’ can also 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 fast, without needing to read a word (in fact our brain processes visuals 60000x faster than text) and while individual response to design varies, everyone responds to the real-ness of a photograph. If you’re willing to read more than 20% of this page, I think you will find convincing reasons to create effective photography.
Have you noticed that most 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 unlikely to remember what they said(or remember their name!) Your images create an important 1st impression, forming a subconscious link to your product.
Not convinced. What’s your dream car? Is it an Audi, with it’s great product image synonymous with high quality(and always amazing photography) The odd thing is, I did a Google search and found published statistics from ‘Reliabilityindex.com’ which placed Audi 7th from worst out of the 40 main manufacturers. Their marketing image is somewhat out of sync with what owners actually experience, and that’s because it’s all about perception; – if it looks high quality… we expect it will be high quality.
Although consumers will do their best to rationalize their purchase decisions; quality, functionality, reliability and price; at the end of the day, it is often simply ‘Gut feeling’ that they run with.
What’s the story with STOCK photographs; those stereotyped pictures from the international photo stock agencies… hmm, well that’s the problem- there is no real story, no actual link with a product or service.
So why is stock used so much? Well, because it’s quick, cheap and easy. But frankly, if your product or service does not appear in your promotional material you will have lost trust, and missed out on an effective connection. It is all about authenticity. If we are to believe that a worthwhile 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 (and did you know that they usually can! )
Why put yourself through hours of searching for one of those half decent stock library photos? -only to achieve that obvious ‘stock look’; making your marketing material appear just the same as everyone else’s.
I’m not into arty stuff just for the sake of it. A vibe is created when the elements of an image work together and real magic happens! I simply want New Zealand businesses to grow and look damn good in the process. Check out my portfolio; the images speak for themselves.