Effective images in advertising: which work and why?

Today, when consumers' attention is scattered across many visual stimuli, it matters to find a way of engaging them. Images are one of the most effective tools for achieving that. Using them properly can markedly raise your advertising's success. In this article we will go through 5 ways of using images effectively in advertising.

Emotionally engaging

When creating first impressions, take the emotional side of communication into account. Consumers often react to advertising not only on the basis of what they see but also on the basis of what emotions the ad stirs in them. Even though it matters to make the product being sold visible, consumers are in fact "buying the emotion" the product offers them.

According to several studies, ads with people have higher engagement than those focused only on the product. This fact clearly shows that images with human figures have greater potential to create a connection with consumers. They are also more effective at prompting the desired reaction.

Expressed in words

When browsing the web, people focus more on images than on text, which underlines the importance of visual elements in the digital environment. Including relevant textual information in images can help considerably in conveying an important message.

Placing text directly in an image lets creators communicate a product's features, discounts on offer, customer reviews or other important information clearly. That raises the chance consumers will notice and remember this information. Ultimately it can positively influence their decision-making.

Authentic and human

At a time when consumers increasingly value authenticity, simple, natural photographs can inspire greater trust than artificial-looking, over-produced images. Photographs of real people, situations and authentic moments create a sense of humanity and closeness. That can be decisive in building long-term relationships with customers. 

Did you know you do not always have to use professional photos for successful advertising? Even imperfect, unstyled photos taken on a phone are exceptionally effective. They feel more natural and inspire trust. That is why at Invelity we first ask clients whether they can send us their own photos. The same approach applies to videos - they do not have to be perfect to be effective. Thanks to their realness they can leave a strong impression. We tested it with several of our clients and the results were remarkable :) 

Story-driven

Stories are a powerful marketing tool. By combining a series of images you can create a visual story that communicates your message better. 

For instance, if you show consumers your product's production process or the story of a satisfied customer from first contact to final use of the product, you can create a strong emotional connection and give a rounded view of what you offer.

This approach also inspires credibility in your brand. A consumer sees the product more positively if they know it does not come from AliExpress or another unreliable seller.

Minimalist

Less is sometimes more. That applies to creating graphics or photographing product images too. Clean photographs without needless distractions communicate the key message far more effectively. Minimalist photographs let consumers focus on the ad's most important elements and leave a lasting impression. 

If you decide to add text, you should do so in moderation so as not to overwhelm the image with too much information. The text has to be clear and concise, focused on communicating the key messages you want to convey to the audience. The text should naturally complement the main motif or detail in the image, not cover it.

Even though video marketing is booming at present, some principles stay unchanged. Photographs still effectively help achieve advertising campaigns' goals. Their authenticity, ability to stir emotions and communicate stories contribute to every ad's success.