PHOTOS & COLOR... Capturing Attention and Interest by Liz Schmidt Did you know that a photo attracts more attention than any other element you can use in a marketing piece? It’s just human nature–we relate more readily to pictures than to written words. But here’s the kicker. If a person looks at a photo, they will almost always read its caption. And the information in the caption will be retained better because of its memory link to the photo. These facts add up to opportunity for you as a marketer! Getting the most from photos Here are some guidelines for using photos and captions effectively. The very best photo is of two or more persons using your product or service. People in photos should normally mirror the identity of your prospects (age, occupation, socioeconomic level, etc) There should be a reason for using the photo; i.e., it should encourage your prospect to read the text. 4) Quality counts in photos. Your response rate will increase by using attractive models and professional photography Captions don’t need to describe the photo–instead use them as a mini-ad... and be sure to mention your company’s name. Captions can be up to 1/3 the height of the photo without discouraging readership. Color is an asset Why is color so important? Why are so many advertisers willing to pay premium prices for color printing? Because color sells! Again, it’s human nature. Our eyes naturally move toward color. An example: every few months I create a seasonal flyer in full color for one of my clients–AdvanTech Carpet & Upholstery Cleaning. I output a handful of sheets on my color printer, and we tack them up in apartment complex laundry rooms. Even though we’ve posted only a few flyers, which are seen by a just a few apartment residents, these colorful eye-catchers have been the most productive means of advertising that we’ve used to date... Ten flyers generate more calls than a coupon in a pack distributed to 10,000 homes! Why? I think it’s because they stand out. The bulletin boards are covered with very ordinary looking ads & notices–these flyers are different, attractive, and colorful. Of course, this technique won’t work for everyone. I mention it to illustrate the power of color. So how can you use color effectively? Turning color into cash Use color for a reason. If you’re adding one spot color to a black & white piece, strategize its placement. Use it to emphasize your most important selling points. Be aware of the psychological impact of different colors–red is exciting, light blue is calming, green makes you feel secure, yellow is warm & cheery. If you use more than one color make sure each complements the others. Be creative–try two spot colors and skip the black, use screens (tints) of your spot colors, if you can’t afford a second color use black on high-quality colored paper. But remember, color cannot make up for poor design or copy, a ho-hum offer, or cheap production methods. A few more points to consider... There are some photocopiers in Orange County that can add spot color–if you want to liven-up a few copies of something important, this can be a good option for about 25¢ per page. Also, new technology has made short run (less than 1000 pieces) four color printing a viable option for those instances when the competition demands it.

Also see:

Killer Web Development

The Logo Mystique

Think small/WIN BIG... why and how to market to small businesses

Customer Loyalty... Satisfaction has its Rewards

Headlines... Your Very Important First Impression

Photos and Color

The information presented on this website is intended to be accurate and authoritative information on the subject matter covered. It is distributed with the understanding that Intelligraphics is not rendering professional advice and assumes no liability whatsoever in connection with its use. © Intelligraphics, 2000-2006. 949-586-8372

 

 

 

 

 

copywriting    graphic design    website development    logo design    website marketing    small business    results-oriented    marketing