We’ve been focusing on images this week, and the importance of using strong imagery to communicate and connect with your audience. The right pictures can help convey your message, are retained longer and more easily recalled, they allow the audience to connect with you and build trust and understanding, BUT, it can’t just be any image. The wrong image can lead to misunderstanding, confusion and sometimes offence or hostility.
So, what can we do to ensure our images have maximum positive impact? There are a few key things to think about as you collate your image library (and yes, you do need an image library if you want to be able to post consistently, efficiently and strategically!)
Is it a good quality picture?
Is the resolution enough to ensure it is not pixelating when you zoom? Is it the right dimensions for the platform you are using so that nothing is cropped or stretched? Is it well composed with a clear subject, colour, and positioning?
Does it support your message, without overpowering it?
Is it just a random generic picture of a desk or cup of coffee, or does it actually say something? Does it tell a story? Is it related to the message you are trying to convey, or a totally separate stock image that you have defaulted to because you didn’t know what else to use? Is it in keeping with your brand identity (style, colours, tones, etc)? Does it enhance your message or take over the post? You want people to hear what you are saying and understand it, rather than simply being sidetracked by a funny/unusual/stunning picture or video.
Does it inspire emotion?
Our corporate communications rely on building connections with our audience, without that connection, they are powerless, simple broadcasts. The way to build a connection with your audience is through emotion, appealing to human feelings, values and emotions will inspire trust, respect, loyalty and ultimately a community, and the visual cues we issue are essential to this. As a business we may look to inspire loyalty, pride, happiness, compassion, desire, and more. Think about what emotions you are inspiring (if any) with the images you share.
Will it appeal to your target audience?
If your audience is young businesswomen, don’t use stock images of middle-aged men in dark suits. If you’re looking to appeal to middle-aged men, don’t go for images of trendy young hipsters. To get buy-in from audience, they need to see images that they can relate to, otherwise you immediately switch them off as they will perceive your message to be irrelevant without even reading it.
Do you have the rights to use it?
Very importantly, where did you source your image? Is it your own photography or some stock footage you have found online? When you download images you find online, make sure you have paid any royalties due, and/or attributed the photographer/creator. Make sure you know the legal rights of any images you want to use.
Are you using your text effectively?
So once you do have your image library established, you need to use the written word to clearly convey your message. If you are creating a graphic, make sure you limit the amount of text overlaid onto any image. Some social media sites can penalise you for having too much text on an image (or prevent you from posting). The less words used on an image, the more impact they will have – and the more chance of capturing the attention of your audience.
If you are posting a simple image, then use captions wisely to convey your message. Pack a punch by keeping the text short and to-the-point. Don’t simply spell out the image (ie it’s an image of a crowded room, don’t use your precious text to say that there is a great turn out at XX event – we can see that from the picture alone). Use the caption to add value to the image and explain what people are seeing, or the reasons why we are seeing it – or what makes it so interesting.
Please do let me know if you have any other rules or guidelines you follow when it comes to sharing visual content, as I’m sure there are plenty more. If you’d like to discuss any of this further, or get any help with crafting and delivering your messages, please do feel free to email me: sam@footstepcommunications.com
