The Necessity of Good Imagery in Marketing

July 1, 2015

We are visual beings. Dating back to the days of our ancestors living in caves, visual cues were essential to survival, and today they have taken on another purpose altogether. According to 3M, 90% of the information transmitted to the brain is visual, and the brain processes this information 60,000 times faster than text. Good imagery can catch your audience’s attention and deliver your message far more effectively than text. So it’s important that you take the time to strategize and develop content to create more effective messaging.

 

Take a look at the biggest brands in the world. Apple, Nike, Google, Samsung, Adidas, etc. One thing they all have in common is the use of clear and concise, yet dynamic, imagery to catch their user’s attention and deliver their message. Lifestyle companies, sports apparel brands, tech start-ups all understand the necessity of creating and delivering high impact imagery – so why aren’t you using it for your brand?

 

The drawbacks of producing high quality imagery are obvious — it’s expensive to produce and time consuming. The last thing a marketing manager wants to worry about is coordinating original photography and high quality design work. But the positive effects outweigh the negatives.

 

Content Marketing. Articles with images get 94% more views than articles without images. Press releases that feature images and videos garner 45% more views. Consumers are 60% more likely to consider/contact a business when an image shows up in a local search results. The numbers don’t lie; you need (good) images in your content.

 

Product Marketing. Products attached with higher quality images form higher perceived quality by consumers. For ecommerce sites, 67% of consumers said they were more likely to consider buying a product accompanied by high quality imagery. According to consumers they are more likely to consider images than reviews when evaluating the quality of a product.

 

Advertisements. Print Advertisements, television spots, digital ads; places where high quality images aren’t just convenient, they are an absolute necessity. Producing underwhelming images will just leave consumers skimming past your ads, or ignoring them entirely.

 

In a world where we are overwhelmed with distractions, consumers are becoming more and more wary of advertisements. The average consumer sees over 5000 ads per day (and that isn’t just print ads, it’s the logo of a piece of clothing or a car). In the car, on the Internet, reading our favorite magazine, watching television – we are inundated with businesses trying to catch our attention. We’ve learned to ignore large many of these messages, and so the importance to separate your business to develop high quality imagery is all the more important. Whether you are in healthcare marketing, business-to-business marketing, or anything in between, you can use good imagery to your advantage. 

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