Also keep the context of the website in mind. When selecting a style, it is important to adhere to the company’s
style guide and also to stay true to the industry style and ethic while at the same time keeping in mind what will
resonate with the target market. Select images accordingly. For example, images on a financial advisor’s page will
look very different to that of a ballet school.
HARNESS THE EMOTIONAL APPEAL
Do the images you have selected convey the right feelings and values for your services and products?
Remember, people don’t buy a product only on specifications. You want to appeal to your clients on an emotional
level first before providing data about a product. You want to emphasise the intangible qualities of the product or
service. Those are exactly the attributes that are difficult to put in words - craftsmanship, service, quality, freshness,
opulence.
Images can influence the decision-making process and create a desire for a product or service much more
effectively than reams of copy.
BETTER BRAND VALUE
Use images to engender trust, one of the most valued assets in business today. Images represent your brand and
improper selection of images may spoil the brand value.
Ensure that the images and text messages on the site are congruent. Images that convey a different message to
the written copy on the site, lead to dissonance in the client’s mind. They want instant relief from this mental
discomfort and so they click out of the site. The chances of that visitor converting from browser to buyer, is slim.
Build brand awareness by picking images that encourage instant recognition of the web page’s relationship with
your company.
Pick unique images and avoid placeholder images that serve no purpose in brand strategy
Have a long term visual strategy and develop a visual style guide for the website as well as social media.
TARGET YOUR TARGET MARKET
Your ideal clients must also be able to recognise themselves in the images. If the client can identify with a
photograph, they will respond positively.
Know your target market and select images which speak to the appropriate age and gender demographic of
your clients. Make sure the photographs depict products, services or situations relevant to their own lives.
REMAIN RELEVANT AND REAL
Select images that are current and relevant. The only thing outdated
images say you are not on top of your game, whether true or not.
Be sensitive to social, cultural and gender stereotypes in your selection of
photographs. Use photographs that portray real life. Images portraying
authentic places and people draw creative associations in the site
visitor’s mind. Business environment photographs of your own employees
carry a much stronger message that stock images from another country and
continent.
Most importantly, don’t let the quality of the images you use on your website
tarnish the image of your company. Call in the experts.
INVEST IN HIGH QUALITY AND APPROPRIATE PHOTOGRAPHS
Email: [email protected]
Cell no: 072 3553 264
www.shuftipics.co.za