Picture Purpose

Sonder
March 19, 2020

Most marketers instinctively look a photos as something to "make a piece of advertising pretty". They may even cover themselves up by saying, they are trying to keep the "brand guidelines" and have "brand congruence" or my favourite of all: "To keep the Instagram Grid looking nice".

These statements are all true but they are certainly the wrong place to start.

Instead of trying to make it look nice, we need to start from the beginning of what a photo is for in marketing.

As the famous advertiser James Webb Young said its to: Illustrate and intensify some part of your message.

So ask yourself: Does this image (1) Illustrate and/or (2) Intensify the message for the customer? 

If you can't answer that question in a direct way, you are not being a professional marketer but an amateur one.

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