Very often, we come across marketing materials in which the images used are not exactly what they should be. Sometimes they’re not just blurry and/or bad color tones, they’re just irrelevant. Who hasn’t heard of the old saying that a picture is worth a thousand words?

I see so many companies today that have spent a lot developing their marketing materials and ICs (ie brochures, flyers, print ads, websites, etc.) with a heavy emphasis on copy, logo placement, brand colors etc. though not enough thought was put into what kind of images/photos they should use.

Images used in any marketing and/or promotional material should be placed to strengthen overall communication and NOT filler. Depending on the communication, the images should generally be dynamic and vibrant in terms of subject matter and colors. Spend time getting the images. Organize a photo session if necessary. These days, you can also buy images from various popular websites. The trick is to be selective until you are 100% sure before using it. Many images may require retouching and even manipulation to fit well for communication. Do it with a professional and trustworthy studio. Brand colors should also dominate the images.

We can see examples of such work in well-executed advertisements for many popular brands ranging from jewelry, fashion, automobiles, consumer goods, etc. Typically, these ads are 80% image and 20% copy, logo, contact information, and any additional branding.

As proven over the years, the right image/photo can accentuate any communication well enough to provide a much-needed edge in today’s competitive marketplace.