Are you choosing the right images for your marketing?

Loreto Cheyne

There’s no doubt about it: however you're marketing, photos are part of the package. Research has shown, over and over, that a message coupled with a photograph gets a much, much better response than text alone.

So the question is: When it comes to the images you use, are they relevant, significant, sensitive to our current climate?

Think about ALL the images you are using in your marketing efforts (photographs, illustrations, icons, clip art, artistic renderings) 

Are these images consistent with your marketing message? Or are they generic images simply filling up a spot (what I call visual candy)?

If you’re not choosing appropriate images to support your message, you might be taking attention away from the message. Here’s an example:

A few years ago, we went through a trend of using dogs in marketing. Everyone started posing with their dog, from lawyers, to insurance agents, to plumbers. The thought was: “it’s endearing, everyone loves dogs, and it’s a “hook”! 

To be fair, those people posing with their pets did love their dogs.

But it was simply jumping on the bandwagon. Besides the obvious eye candy, for the most part, the dogs were really not relevant to the business being advertised. It was an obvious add-on.

Whatever message you’re sharing, make sure the images that you choose to support that message achieve their goal: to SUPPORT your message. It’s important to choose images that show relevance, sensitivity and empathy, otherwise you’re just filling up space. And the end result is that you confuse whoever is seeing those messages.

When it comes to marketing, the hope is to connect with your audience. You can’t connect if you’re simply making use of the latest trend. And it’s not very authentic. 

When it comes to images, it’s key to remember that the images aren’t there for YOU; they’re there for your audience. 

Always ask yourself:

“does this picture make my point?”
”will it help me connect with the viewer, or will it just create confusion?"


And unless it helps you make your point, it doesn’t belong there. 


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