As human beings, and we are all fascinated by photographs. It’s not a surprise, we all carry cameras in our phones and take pictures of EVERYTHING.
In business, photographs are an integral part of our marketing message. Photographs attract attention.
Customers want to see what your product, service or process looks like, they want to see what you do and that you and your people are real. Photographs are a powerful part of the message that helps define the perception of your business. But here’s the rub, customers are more likely to respond positively to well-crafted, “readable” photographs that harness the psychology of effective composition. Well-made photographs tell your story clearly, quickly and dynamically. Well-composed photographs command attention, emotionally inspiring potential clients and appealing to viewers on a psychological level. While displaying your products, services and people in action, well-made photographs convey your credibility as a viable and professional company with whom they want to work. As your reputation of your company grows, those photographs, just like iconic logos, become a part of your company’s identity. When consumers think of you, they think of those photographs.
“Okay, you got me, I need photographs. All photography is psychological,
do I really need to hire a professional?”
Of course I am going to say a most emphatic YES! But, as a professional, what else would I say? Like any field, a professional brings experience, creativity and a deep understanding of the conceptual and technical nuances of the field.
At it’s foundation, visual psychology forms the concrete of a photograph’s concepts of composition. Everything from rule of thirds, to readability, are based in how human beings perceive and respond to two dimensional images. These concepts harness our human preferences of odd numbers, asymmetry, color, strategically-placed, well-executed light, eye movement and many others to create compelling photographs. A professional photographer spends a career honing that understanding, becoming more and more adept in creating images that inspire, inform and even influence potential clients’ perceptions of a company.
In addition, photographers strive to create understandable, “readable” images. The ease by which one may “read” the image, influences a viewer’s positive or negative reaction to an image, and to the presenting business. Poor composition, and technical misfires create visual noise that obscures key elements in the image, interfering with readability. As human beings notice this, often on a subconscious level, viewers become uncomfortable inside the image. At the very least, an uncomfortable viewer turns away, turns the page and ignores the message, at the worst, the viewer’s discomfort actually results in a negative impression of your brand.
Well-crafted photographs are readable, technically clean and compositionally interesting. They reach off the page and seize a viewer’s attention. They make an impact. Well-crafted images communicate clearly, create connections with their viewers and often inspire an emotional response whether that is empathy, excitement, concern or a general wave of “this is a great company” feelings. While becoming an integral part of a company’s brand identity, well-made photographs convey quality, professionalism, effectiveness while increasing the performance of the message!