Whether you’re curating images from stock or creating your own with a camera and editing software, choosing the right image is essential to your message. A photo that doesn’t provoke a response can result in an ineffective campaign.
That said, scrolling through a couple hundred images can be tedious. Knowing your brand and your audience helps focus your brain to see with those eyes, and to find images and themes that align with your brand. When you finally see the one you’ve been looking for pop up on your screen, things actually start to come together more quickly than if you’d just chosen the first relevant image and forced it to work.
“I’ll know it when I see it” is a curator’s mantra. It’s the sudden inhale when an image makes the connection you’re waiting for. But there’s more to it than just a visceral reaction. Here are three boxes to tick when choosing imagery for your brand:
Once you’ve found your “voice” and the imagery that resonates with your audience, it’s important to stay consistent with your selections in order to continue the story. Again, we want our brains to see with the eyes of our brand so spending some time with past images before starting a new search is helpful. Getting into character, so to speak, will trigger the emotional response you need in order to find the right image. You might even find that the image chooses you.
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