Images play a huge role in marketing today, think of all the places you see images to market a product or a service; the list is endless. But there is a right and a wrong way to use imagery in your marketing materials.
The Wrong Way: Don’t place images on your marketing materials just because they look good. If the only reason you decided to use the image was because it looked good; then chances are you used the wrong image. You want you image to convey your message for you. The old saying goes that a picture is worth a thousand words but what if it’s the wrong thousand words? So make sure that your images are conveying what you want your customer to feel, think or imagine. In the new progression based economy of today, people are looking for more than just a product or a service, they are looking for an experience; which brings me to my next point.
How to take advantage of the progression based economy with your images. Make sure that every image you uses, not only conveys what service you offer but the experience you get. For example, if you are a salon owner or stylist you want some one to look at your images and be able to tell:
1) What is your area of expertise, why are you special and
2) What experience will I receive by hiring you?
If you look at the image in the title of this blog post is an image I shot at Crisp barbershop. For me this image speaks to both of those questions above. First it shows that Crisp Barbershop specializes in Men’s cuts in a more traditional form of barbering with the colors, tones and over all feeling of the image. But the 2nd more important factor of this image is the emotion and experience it conveys. It shows the comradery, our customer’s are a part of the family and the typical fun banter you can expect from a traditional barbershop.
So if I were to see this image as a customer I would immediately get an idea of what the experience of Crisp Barbershop is all about. When you can start to convey your experience you are also conveying your values and when you start to attract customers that share your same values, you are no longer working; you are doing what your passionate about and having a great time with it.
So next time before you add an image to your website or facebook fan page, ask yourself, Does this image reflect me, my values and my experience?