Emma Pawling /
Marketing Delivery Manager
Why the right imagery can make or break your brand.
A picture is worth a thousand words; therefore, the power of strong visuals is essential to conveying your brand effectively. Studies tell us that 90% of the information transmitted to our brains is visual and that these visuals are processed around 60,000 times faster than any other times of information.
Therefore, imagery is one of the best ways to engage with your audience, not only do images tell a story, they evoke memories, trigger emotions and deliver messages, experiences and more. They are both informative and thought-provoking but can also be highly influential too.
Using great imagery to emphasise your brand is an excellent way to leverage the benefits of the visual nature of the human brain. By utilising professional and authentic imagery, you will play a significant role in conveying your brand personality which is one of the most effective methods of enhancing your authority and positioning you as an expert in your respective sector. Strong imagery also provides you with a powerful opportunity to connect with your customers.
Your website is the nucleus of your marketing campaigns and it is where prospective customers will go to attain information, to enquire and to purchase. Using striking imagery that showcases your brand will play a significant role in both the performance of your website and the overall brand experience.
Photos can immediately evoke emotions, trigger behaviour and build trust. The imagery and content on your website can have a direct correlation on conversion rates, whereas it has been reported that some instances of using stock photography can significantly reduce user trust.
According to a report by MDG, 67% of online shoppers rated high-quality imagery as being ‘very important’ to decisions pertaining to purchasing (and considered more highly than reviews and ratings, detailed descriptions or product information).
Whilst there are some great examples of stock photography which can look good on a website, unfortunately these stock photographs have probably been used multiple times across a variety of other websites, therefore making your website less unique. Using actual imagery of team members on pages like ‘About Us’ is a more effective way to provide insight into the people behind your brand and build trust between you and your customers.
A recent web clinic of user testing revealed that customers are more likely to purchase from websites that use genuine members of staff as opposed to relying on stock imagery.
Effective design should convey a message, tell a story and allow anyone to understand what you’re talking about. Several factors such as consistency, colours, photos and simplicity all contribute to a well-designed website.
A website (or indeed a emailer or a brochure) needs to be so much more than just marketing collateral, it needs to a visually stimulating experience which makes you fall in love with the brand.
A professional, modern looking website can immediately build trust and prompt your visitors to perform a required action. A superior design with engaging imagery will impact on how quickly visitors can find what they are looking for and first-class design will be easy for your website visitors to understand and navigate, therefore helping your potential customers to find what they require and taking you ever closer to generating a sale or an enquiry.
Worried that you don’t have the right calibre of imagery for your marketing? No need as you can take advantage of our professional photography service! Our creative team will devise a detailed brief to ensure that the shots that we take are exactly what you envisaged. Whether you are looking for product imagery, lifestyle shots or headshots, our photography team can help.
For more information about how Bespoke 4 Business can help you with your photography, social media, website or to help drive targeted traffic to an existing website, contact a member of the team on 01202 684400.
