The Role Images Play In Advertising
What is advertising without imagery? What is a billboard without the high resolution photograph that accompanies it? Copy can sell products easily, but there is something about the emotion, colour, vibrancy and captured moment in time that only a photograph can possess. Since the dawn of time, man has been using imagery to communicate and this activity still applies today to tell a story about a product, campaign, business or idea. Advertising imparts awareness and information to the world and it can be done in a split second with the right photograph, shot from the appropriate angle with the lighting and composition in check.
With the rise of digital marketing, graphic design and captivating photographic imagery still playing a huge role in communicating solutions and services offered by brands and businesses.
We call the latter advertising photography, and it has a special place in our heart because the pictures we take have to communicate exactly what the brand, solution and service is about. We have to get right into the heart and soul of the brand and understand the message that needs to be conveyed by a single image or video. If we can do that, we can take users on a journey of discovery and hopefully some kind of action, too.
Why Is Imagery So Prominent In Advertising?
Aside from the obvious factor that photographs and great graphic design are so appealing to look at, there are some really valuable statistics that back up why they are used as a prime communication tool:
- According to John Medina of Brain Rules, when humans hear something they will likely only remember 10% of it three days later. But if you add an image to the information, you will remember 65% of it.
- Evidence-based user experience experts, Nielsen Norman Group say that their eye-tracking studies show that Internet users pay close attention to images that carry information. Where the images hold great relevance, they will spend more time perusing these images than they will actually reading text-based content on the page.
- When it comes to following directions, people following directions with text and illustrations do 323% better than people following directions without illustrations. This is as per research from Springer Link.
- With regards to social sharing, tweets with images receive 150% more retweets than those without. 150%! This was unveiled by research from Buffer.
Humans process images much faster than they do text, so it makes sense to grab attention while we can, and what better way to do that than with a mind-blowing image? On that note, not just any will do. As we mentioned above, it needs to tell a story. Each image placed in an advertorial, on a banner, in a magazine or on a blog has been carefully selected to be indicative of the subject matter.
How does your brand use imagery to tell a story? And can that story be told within a single glimpse? Contact our team of graphic designers and professional photographers if you’re looking to weave magic into your visual storytelling.