Basic images can plant right seeds
OVER 90 PER CENT OF COMMUNICATION IS NON-VERBAL WHICH IS WHY IT IS VITAL TO CREATE COMPELLING IMAGERY TO USE AS A PRIMARY CALL TO ACTION.
AS the old saying goes, a picture speaks a thousand words, but which of those thousand does your company say?
Your imagery is one of your strongest communication tools, so it needs to shout loudly enough to make your customers take notice.
Over 90 per cent of communication is non-verbal which is why it is vital to create compelling imagery to use as a primary call to action.
Traditionally, a call to action has consisted of a written instruction that tells your customers what you want them to do next – ‘book now’, ‘visit our website’, for example.
We are all familiar with them, and they work well to neatly sew up a campaign which will ideally lead to a sale.
All too often, however, the imagery which accompanies these directives are secondary or worse still, an afterthought.
Your photos, iconography and illustrations all help to tell your brand story and done well, will evoke emotions which connect with your target audience.
Here are our top tips for selecting the right visual call to action for your campaigns.
1 CORE MESSAGING
Consider the core messages of your product or service and then compile a list of how these translate to your ima- gery, so you can make choices which are most likely to achieve a positive outcome.
For example, if you are selling pool cleaning products, try to avoid falling into the trap of using photographs which focus solely on tubs of chlorine on the shelves in your shop as that isn’t what you are selling.
You are in fact selling a means for consumers to enjoy their downtime in a crystalclear pool and relax. A better choice would be something which reflects this, such as lazing on a sun lounger next to a sparkling pool.
2 STOCK iMAGERY
Using stock imagery can be effective but it shouldn’t be your ‘go to’ option. Your audience is usually a savvy bunch who can quickly identify when you have gone down this path.
Wherever possible, try to stay authentic as it builds trust.
3 STYLE
Be very clear when selecting images or planning a photo shoot and consider how the imagery will sit within the rest of your branding.
Keeping consistent is the key to establishing and then reinforcing your brand’s visual identity.
4 GRAPHICS
Of course, it’s not just photography which you could consider when planning your non-verbal communication.
It also applies to the presentation of information such as tables, quotes from customers and of course, your logo.
5 LESS IS MORE
If you want to make a statement, keep it simple.
Depending on the purpose of the campaign, you can achieve great things through simplicity. Your visual call to action might be to compel your audience to read your messaging or visit your website.
If they can relate to it or want to aspire to it, you’re on to a winner and your campaign will have done its job.