The ever increasing impact of digital communications and social media on the audience underlines the massive changes that have occurred in Brand Communication over the last decades. Yet this simple 100yr old phrase is more important than ever;
‘A PICTURE IS WORTH A THOUSAND WORDS‘
FIRSTLY, SOME RESEARCH THAT SHOWS THE IMPORTANCE OF PROFESSIONALLY CREATED IMAGES TO DRIVE YOUR MARKETING STRATEGY
AND CLIENT ENGAGEMENT;
- 90% of information transmitted to the brain is visual.
- The brain processes visual information 60,000 times faster than text.
- 67 percent of consumers rely more on product images than other customer’s ratings.
- Eye-tracking studies show internet readers pay close attention to information-carrying images. In fact, when the images are relevant, readers spend more time looking at the images than they do reading text on the page.
- When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
- In an analysis of over 1 million articles, BuzzSumo found that articles with an image once every 75-100 words received double the social media shares as articles with fewer images.
VISUAL CONTENT DRIVES ENGAGEMENT!
SO LET’S SHOW HOW THIS WORKS USING THE RECENT SHOOT THAT JOHN BARRETT PHOTOGRAPHY DID FOR SPORT SWIMWEAR LABEL, AMANZI SWIMWEAR,
ON THE GOLD COAST.
We were briefed to provide images and solutions for Brand Communication at three levels.
- Premium advertising photography giving marketing cut-through in a crowded, competitive marketplace.
- Fashion photography showing the swimwear in a perfect location.
- eCommerce photography providing clean, consistent product photography.
As an example of cut-through in advertising let’s use this image of the amazing swimmer, Katie, photographed on location at the Gold Coast Aquatic Centre, venue for the upcoming Commonwealth Games.
Do you think in a thousand words you could describe the feel of the water, the stretch of the muscles, the swirls of colour and the emotion of competing? Yet within seconds of viewing this image your brain has found reference from your remembered experiences to know or understand how this feels!In seconds!
Sitting as hero in the image is the client’s swimwear and goggles. Working perfectly in the environment for which they are designed.
What greater proof could a prospective client need?
The fashion catalogue image of Katie must emotionally engage the viewer so that they can identify with the story being told.
The psychology of the fashion image is to maximise the balance between the subject, story and context so that it has the greatest impact on the viewer. The viewer identifies with the narrative that is generated by the image. Great photography should then trigger an appreciation for the aesthetic and aspiration to wear the product, in this case, sports swimwear. The form, function and design (both cut and fabric print) must visually meet the expectation of the prospective client.
When these are successfully achieved with good professional photography the prospective client is moving towards purchase.
There has been huge growth of retail online sales over the last 3 years and will continue to grow through 2020;
Those sales figures in the infographic are in TRILLIONS of dollars.
Amanzi has taken advantage of the online sales trend along with many swimwear retailers who are building online platforms.
As Arushi Thakur, an industry expert at Technavio states “The sales dynamics of the swimwear market are changing gradually, as vendors are increasingly adopting online platforms. The strategy of offering products online has helped vendors not only increase their brand visibility but also effectively engage with consumers. It has presented the traditional store-based retailers with a considerable challenge,”
Good images lead to good sales.
THE END RESULT OF HAVING PROFESSIONALLY PRODUCED VISUAL CONTENT
FOR THE RETAILER?
Specifically, in the case of Amanzi Swimwear over a 2 day assignment John Barrett Photography supplied images for the three tiers of visual communications that the client needed. Nearly 700 images were edited to supply all advertising, marketing, sales & social media needs at a quality that reflected the brand perceptions of the client in the marketplace yet still met the cost/benefit analysis demanded by the client.
FOR THE PROSPECTIVE CLIENTS?
Prospective clients received what they wanted – information, pure and simple. It was delivered quickly, with integrity and in as entertaining fashion as possible. The most effective way to achieve this was through visual content. The use of great professional photography combined with video, infographics and a strong brand narrative is proven to be key for effective and successful communication. Of course, when prospective clients get what they want, they’re more likely to give it right back to you, with positive feedback, organic referral and… sales!