Why is Photography So Important in Marketing?
You cannot open the internet, your phone, or a newspaper without seeing a photograph. Right now, we are exposed to more photos than ever before. Photography fills our newsfeed, its all over our walls, it is plastered on the magazine racks. All around us, is photography. But why is it so important in marketing?
“Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses”.[1]
Let’s say you are scrolling through Instagram and you come across an advertisement for a new sofa and there is no picture, what would you do? Would you continue reading into the product and consider buying it? Or would you click off from the advertisement? I would guess, majority would click off as there is no visual guide to how the sofa looks, the quality and uniqueness of them, and it’s the same with marketing.
As a business, it is important for your audience to see the personality of your business. High quality photos give a sense of professionality, and the use of colouring gives the sense of individuality. Photos that are creative and representative increase your audience’s engagement in your business, leading to further captivated attention. Photography in marketing creates a sense of emotional appeal. Although text and audio can be effective for sharing the most critical selling points of your product, they can’t quite pack the same emotional punch as a photo can.
“According to marketing industry influencer Krista Neher, the human brain can process images up to 60,000 times faster than words”. [2]
So, what photos work and what don’t?
There is a variety of different photography styles:
- Landscape
- Fashion
- Black and White
- Portraiture
- Fine Art
- Wildlife
- Macro
- Wedding
The key to a successful photograph though is the quality and precision of a photo and the one that is the most appealing and unique.
Example 1:
- This photo is take at a distance so the precision is poor.
- The quality of the camera means the photo has a low resolution
- There is also other objects in the way, distorting the images focus on the bird
- The colour of the photo is dull and not captivating
- This photo is exiting.
- The quality of the image is far greater, highlighting every detail of the bird, even the water dripping off its feet.
- It is a close up and taken in action of the bird which is captivating.
- The colours are vibrant, adding to the detail of the image.
Example 2:
- This photo is of high quality.
- Although in black and white, the vibrancy of the colours is outstanding.
- The photo is unique and unusual which is engaging.
- The focus of the photo is exact.
- The quality of this photo is extremely poor, the photo is grainy.
- The precision and focus of the photo are lost.
- There is no uniqueness or vibrancy in the colour, which is unappealing.
At Flourish, Marketing is one of our key sectors for our clients. The numerous reiterations of the importance of photography are extensively surprising. Photography consumes our everyday lives and in the sense of marketing, it is crucial. If you need advice or some suggestions contact us now, to make you business Flourish!
[1] Sourced at: https://www.investopedia.com/terms/m/marketing.asp
[2] Sourced at: https://www.linkedin.com/pulse/5-reasons-why-images-speak-louder-than-words-gabe-arnold/
Rhys Payne • August 19, 2021
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