PHOTOS EVERYWHERE! EVEN ON LINKEDIN!
At a recent meeting of the Minnesota Chapter of the Legal Marketing Association one of the members of a panel discussion relayed information from a LinkedIn seminar she attended at the national convention. Chelsea Berglund, from the Maslon law firm, told how the speaker showed picture after picture used in posts and other web content. The speaker hammered home the point that focused, quality images provided impact and created action.
Research supports this claim. From Zabisco (a web design company working for 3M Corporation), 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. Moreover, 40% of people will respond better to visual information than plain text.
Increasingly, I am called upon to create web content for clients going beyond the narrowly defined architecture and business portrait fields I work in. Clients are looking for visual stories they can use on their web sites and social media. They want to talk about a specific project or product/service, current news, or an event.
My first paying job in photography was as a feature photo journalist for a chain of Philadelphia newspapers. With little formal training, my learned was "trial by fire." But, learn I did. I grew to understand that a good photo not only stood by itself in telling the story, but worked in concert with other photos in a "stream" to tell the story even better. I use those same goals when I create content for my clients. That experience was refined later as I pioneered photojournalistic wedding photography, a style that now dominates the photography business.
QUALITY PHOTOS HAVE MORE IMPACT
Moreover, the quality of the images produced is very important effecting the impact they will have when used on the web.
From Thought Mechanics, a Denver based web design company: "Copyrighting is an intrinsic part of web design, but it can easily be brushed aside for a beautifully shot photograph or well drawn image. A great website design can rise or fall on the quality of the images it contains, which is why it's vital to get it right."
Recently, a marketing director complained to me how tired she was of receiving cell phone photos from her staff urging her to use them for marketing purposes. Poor quality, poor composition, bad story telling. A designer at a landscape design firm lamented that they were really struggling to find project photos good enough and of high enough quality to submit for a magazine article.
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