Photos have always played an important role in marketing for these help in communicating a business or product’s value to the audience. In fact, in a survey conducted, it showed that more individuals are looking at brands’ timeline cover photos and less time looking at advertisements and wall posts in Facebook; hence, if it is about making an effective marketing campaign, the use of photos will always have a way of helping a business prosper.
Presently, businesses have two options when it comes to using photos in creating marketing campaigns. The first option entails the use of professional photography, the more expensive one between the two choices. The second option uses stock photos that are cheaper, but still very effective alternatives.
However, there are some issues associated with the latter option. As said in a post published several years back, these photos do not kill campaigns. However, campaigns that use them may just receive that same fate. Experts even say that stock photography is awful.
The good part is, you can still get the results you are after from your marketing campaign by taking advantage of stock photography. You just simply need to know what to do, and most importantly, know how to choose well.
Choosing Must Always Start and Come with a Plan
The plan will serve as the guideline that you can use for the entire campaign, especially if you expect new photographs to be added in the later part. To make the plan and establish the guidelines, you need to determine things like:
• Specific style of images you are after
• Photography or illustrations?
• Imagery – metaphorical or literal?
• Models – customers or team, or other people?
• Horizontal, vertical or square?
These are just some of the factors that you need to consider before starting with the stock photo search. By determining the answer to all these, you prevent yourself from simply picking the first photo that matches the keyword you entered.
Picking Relevant Photographs
Keep in mind that you are after photographs that would enhance your marketing material; hence, always consider the message your campaign is meant to convey to the audience during the selection process. Otherwise, you are only giving your audience a nice picture they can look at instead of letting them focus on the message you want to convey to them.
Quality is Always a Priority
It is true that photos go a long way in communicating a business or product’s value to the audience. However, this will only be possible if the audience notices the image and what it conveys first and not its poor quality. If it is the other way around, it would mean lost potential business for you.
You want your audience to notice your photos and the message that they convey at the first glance. For that to happen, your imagery must be attractive and high quality. By quality, it means that the images must also be crisp and clear, in focus and have the ideal resolution based on the application.
The Stock Photo You Must Use Should Have a Purpose and Speak for Itself
In a campaign, you don’t just fill a space. Instead, you fill a space with a material that has a purpose and something that communicates your message effectively. Therefore, when selecting a stock photo to use in your marketing campaign, pick one that supports your message and can effectively convey it to you. This is one way for you to connect with your audience, and you don’t want to miss such opportunity.
Something that is Memorable
Remember the basic rule when creating a logo design – making one that is memorable? The same applies when picking your stock campaign imagery. You want something that can easily connect with your audience and bring a reaction from them. One way you can do that is by using a photo that connects with them emotionally.
Photographs to Avoid when Picking Stock Images
The Rule about Overused or Cliché Photos
One problem with stock photos is that they are too generic, which is also the reason many don’t prefer using them in making campaigns. However, you can still make an effective marketing campaign using these photos as long as you know what you need to do. In this case, you need to make your research. By research, it means taking the time to find out the images that your competitors are using and taking note of them.
This will allow you to determine which ones to do away with once you start your search. More importantly, you can think of a way to represent the same product in a well-thought of and unique way.
Current Trends Says No to 3D Images
Again, remember one of the rules in logo design about keeping things simple. The same must also be applied when choosing stock photographs intended for marketing campaigns. It may seem cool to use 3D images complete with the shadow and gradient effects, but this trend is all in the past.
Stock photos, when chosen properly, can bring great results to your campaign. If you want to create an effective marketing campaign using these materials, make sure to use images that relate and connect to your audience. For the most basic tip, never use images that came from Google Images unless you understand the implications and are prepared to face the consequences.