Thinking in Terms of Images:
This quick decipher occurs because our unconscious thinks in terms of images and symbols from our birth. We seem to assume it is language in which we think but this is only formal thinking. As a species we didn't develop written language until much further in our evolution. We are thus visual creatures that have the capacity to process information: specifically threats quickly!
When pictures relate directly to the main message they should say the story that wouldn't be possible in written text alone. If you are selling vacationing supplies the pictures should show people using those supplies to further embed the feeling with the message. For example, a picture of people having fun on a beach and smiling might help sell a vacation to someone in need of some RR.
Summing up the Information:
Pictures provide a quick summary of what the information will cover. That is why it is important to have pictures match in terms of message with the content. If it is too different people will have message confusion and leave. Let the pictures sum up the content quickly to attract the customer.
Pictures can enhance and influence the main message. Images that provide additional contextual information to statements within the message are helpful. Consider when the practical use of a product like organizers is match with a man working in an organized garage. The organization and all the elements of the picture relate to the main message.
Pictures are not just pretty but need to match the main messages. It can be quickly understood, change mood, sum up information and provide context. A few things to keep in mind.....
- Use pictures related to your message (pet supplies and dogs).
- Easy and simple to understand pictures.
- Messages that tap basic emotions.
- Put the product as the center of the piece but not necessarily "in the center" of the picture (Primary versus Secondary scan of information).
- Stay cautious of medium capacity.
- Relate the pictures to the product's core value.
- Ensure picture elements can be quickly understood.