The Correct Way
A picture is worth a 1000 words. Everyone knows that pretty well. But selecting the right photo for the job can be tricky. Here are some tips on finding the right image for the job when preparing an ad:
- Decide if you are going the literal route or the creative route. For example, lets say you sold ketchup. If you went the literal route, you would use a picture of your bottle and a tomato as the focal point of your ad with copy that might read "Smith's ketchup. Real tomato flavor because it's made from real tomatoes". But if you're selling that same ketchup and wanted to go the creative route you may have a picture of a plate of french fries with copy that might read "Your fries are lonely." and an image of your logo at the bottom of the page. French fries and ketchup are related so its plausible that the audience will follow your line of thinking and appreciate the novelty of the ad.
- Determine the message of your ad. Your picture must enhance or contribute to your ad's message. If it is just a needless decoration, select a picture that will pull its own weight. Back to the ketchup. If you wanted to focus on the fact that Smith's ketchup is made from organic tomatoes, showing a smiling dirty farmer doesn't make as much sense as a picture of a beautiful tomato on the vine with a big "organic" sticker on it. Remember, customers may not read your copy, but that visual cue also gets your message across just the same.
- Consider change before compromise. If you have a big idea--a really, really big idea-- and are having trouble finding images to get that idea across, you can only do 1 of 2 things. 1) Pay photographers to stage and take the shots you need. 2)Change your idea. Its difficult enough to communicate to your audience as is, don't make things too had for yourself by reaching for an ad image that is impossible. Lets say Smith's ketchup has a new campaign "Fields so green they can be seen from space!". Obviously a picture from space would be expensive (and useless since you couldn't really see the tomato patch) so they should change their ad message. Sticking with the same "big picture feel" they could re-word their copy to say "Tomato Country" hand have several panoramic shots take of their green landscape. Putting the audience in the heart of the green fields will communicate their message of great organic ketchup better than a silly space photo.
We've all seen those Haute Fashion ads where no one really knows what's going on but we all just collectively nod and turn the page. Using Salvador Dali as a creative director might not be a good idea if you intend to market to the average Joe and Josephine. Here are some things to avoid:
- Reaching too far. If you decide to take the creative route for your ad message, make sure it still makes sense to the audience. Remember, they don't like to read so if your image will take a lot of copy to explain, you may want to re-think it. See this great example to the right. What does murder have to do with a postage meter machine? I don't know if I want to find out...
- Excessive shock factor. Half naked sexy women should be reserved for nightclub ads and adult themed items. A Photoshop composite photo of a nude woman sitting atop a pile of french fries drenched in ketchup doesn't make Smith's ketchup hot or edgy--just weird.
- Audience alienation. Pictures are a great way to combat the language barrier--if done correctly. When done incorrectly, a consumer who doesn't speak the native language will look at the ad and get confused (or in some cases offended) and by pass your product all together. The name of the game is wide appeal to your chosen audience. If you sell a general product in the US you have to assume that a decent number of Spanish or Creole speaking people will be viewing your ad. A confusing picture with a caption they can't understand will destroy any kind of sale. Take a look at the tobacco ad to below. This is an example of shock factor and well...a lot of things. But since the copy isn't in English I just don't know what to say about how they meant for this to be interpreted.
