Using photographs has been found to be more effective than using text ads and other forms of media for branding. In fact, according to eyeQ.com, the human brain is tuned to recognize and decipher visual information 60,000 times faster than textual information.
Marketing is largely about shaping the perception of potential customers, and using professional, high quality photographs appears to be one of the most essential tools in accomplishing this goal. If you are still not convinced about the importance of quality photographs in marketing, here are a few other reasons why you should embrace professional photography as a central part of your marketing strategy.
Grab the Attention of Your Target
One thing that makes photography a very effective strategy for marketing is that pictures capture the attention of your audience instantly. The average consumer is bombarded with over 1.5billion units of content on the internet every day.The best way to ensure that your brand stands out from the rest is by using pictures that communicate your core message. In addition, it has been shown that once your audience’s attention is captured by a picture, the chances of them reading the accompanying text are increased by 80 percent.
Influence the Audience’s Emotions
Does the phrase “impulse buying” ring a bell? It’s well known fact that people’s decisions to make a purchase are rarely rational but emotional.We can all see how the image of a glistening Coca-Cola bottle standing on a lush canopy can appeal to an audience, especially on a hot, sunny afternoon. It doesn’t matter how many times you’ve been told that Coca-Cola is bad for you, you’ll still crave a sip.That’s just how powerful images are in influencing the emotions of potential customers. Golf course management companies can also use the allure of lush greenery on a beautiful sunny day to woo potential customers.
It’s all about perception, and there’s no better tool for influencing your core audience’s perception positively than a well-taken and carefully thought out picture.
The Viral Effect
In the digital era, there is nothing that can boost your brand faster than virality. And it is much easier for your brand to go viral with a picture than text only. A beautiful and thought provoking photograph that automatically captures your audience’s attention could allow you to benefit from the viral effect. Within a couple of weeks, you could eventually reach millions of online users and especially those using social networking sites such as Facebook.
Pictures are More Engaging than Text
Pictures are easier for your audience to consume than text. In fact, with text – especially if the content is long – most people just scan the first few sentences before getting bored. Facebook users, for instance, are 65 percent more likely to engage with a post that has a photograph than with one that is purely textual.
The key is to use professional photography to come up with quality pictures that are loaded with meaning to be deciphered by your audience. Photographs are perfect for attracting attention and influencing perception,which is the basic purpose of marketing.
This attention grabbing aspect also greatly enhances the engagement of your target audience with your brand and appeals to their emotions. And, emotions eventually convert into sales, which makes solid photography an essential part of any successful marketing strategy.