Impact of Photography in Advertising

Photography in your advertising and marketing materials can make or break your first impression with a potential customer. You know the old saying, “A picture says a 1000 words”? Well that has never been truer than it is today. We are all tech-heads, and we want everything this second…if we have to wait, we become irritated and move on.

Using great photography is a great way to get your message across quickly and say your 1000 words without actually saying any words. It immediately captivates your audience, and a captivated audience is more likely to read more of your message.

We are all visual people. If I say “Got Milk?” or mention the Marlboro Man, you immediately conjure the image in your brain. The “Got Milk” campaign is simplistic. It uses the same photographic concept for each ad and simply changes the model. You see it, recognize it and think “drink milk”.  That is effective use of imagery. Then you have the Marlboro Man. He is a lifestyle; a rugged man of mystery. All know him, some aspire to be him. Again, a simple photograph speaks volumes and reaches out and grabs the audience.  Makes them want to know more.

But alas, photography is an art form. Let’s face it, not everyone has an eye for photography. I will gladly admit that I will never be able to take apart a car engine, so I don’t even try. I can, however, take a really good photograph. Professional photographers have been classically trained, spent years experimenting with different light, angles, etc. and they own the right equipment and software. I have worked hard to gain the knowledge and experience necessary to capture the moment, the feeling, the message in a photo that makes an ad or campaign not only good, but great.

Next time you find yourself not just skipping over an ad in a magazine or throwing out a direct mail piece, stop and ask yourself “What grabbed my attention and made me read on?”  Chances are it was due to the use of great photography!

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