In our creative process, we go through a questionnaire around the creative that clients would like to see in their materials. Oftentimes, there is a lot of confusion around why we ask the questions we do and why we try to incorporate imagery. Bottom line, imagery is impactful.
IMAGERY AND THE USER EXPERIENCE
If I am a prospective investor who is going through your dense 20+ page pitch deck that has the same generic Microsoft Office layout on every page, the content is not going to be easily absorbed. Imagery is a key attribute to marketing materials. It creates a human element that drives an emotional connection either to the language or to the brand; imagery has the power to influence the user experience.
PUSHING THE BOUNDARIES WITH IMAGERY
It’s always important to have an overlap with a brand’s story and language, but sometimes being too literal doesn’t always have the same affect. For example, to convey team cohesion, people’s immediate thought is to have the dreaded stock photography of a group of professionals sitting together, engaged around a table, or even worse, puzzle pieces:
“Sometimes, images just take up space. While the image of the puzzle reflects connection, it’s not captivating and in the end, creates noise. Using a more powerful image like the example below draws the user in while still conveying the same message.”
IMAGES HELP TELL A STORY
There are a number of different routes to take when it comes to telling your story through imagery. We’ve worked with professional photographers who go into our client’s office and shoot images of the people and personalities who make up the team, the unique spaces they work in, and how they interact with one another. We’ve worked with illustrators who have drawn scenes of expeditions and explorers to align with a CEO’s adventurous side. We’ve sourced images from international photographers to weave in cross-border story lines. Imagery has an incredible way of telling your story, especially if you have the courage to venture beyond the typical stock imagery.
“Some creative directions are not right for everyone and that’s what we learn from our questionnaire and conversations. No matter what, there is always room for imagery.”
THE WRONG IMAGERY OR TOO MUCH OF IT CAN CREATE VISUAL OVERKILL
Sometimes using minimal or no imagery at all is the path to take. Using imagery when it’s not necessary can create distraction from meaningful content. Breaking up content using strong typography with varying weights and sizes can be just as impactful and easy to absorb highlights and key information.
Don’t be scared to use imagery and take a chance with creative. We are visual beings and having unique design and layout within your materials enhances the user experience and information retention.