We’ve all heard the idiom, “a picture is worth a thousand words.” And some of us (the oldies but goodies) have heard rockin’ Rod Stewart sing, “every picture tells a story.” Both of these phrases are other ways of saying that a photograph communicates meaning and essence easier than words do. For hundreds of years, artists and photographers have known the power and strength of art and its ability to convey feelings, ideas and complexity.
Why do photographs work so well? Research has shown that our brains are wired for visual processing. MIT did a study in 2014 and found that we can understand the meaning of an image in only 13 milliseconds! Twenty percent of our brains are there purely for vision, and more than 50 percent of our brains are directly or indirectly devoted to processing visual information.
So it’s no wonder that iconic images like Migrant Mother by Dorothea Lange and Earthrise by astronaut William Anders have left their mark on our minds. These photographs speak to us. So much in fact, that Migrant Mother, an image of a mother’s children cowering behind her for protection, became one of the Great Depression’s defining photos. Earthrise, taken on December 24, 1968, shows our little blue planet lost in space. It helped to launch the environmental movement.
We’ve also seen a number of iconic images used in advertising. Our grandparents surely remember Rosie the Riveter, a character created for propaganda that encouraged women to work outside their homes during World War II. Perhaps for some of us, a Clydesdale immediately makes us think of an ice cold Budweiser. Or when we open up the fridge to discover we’re out of milk, we think back to the iconic “got milk?” campaign that featured pro athletes and movie stars sporting milk mustaches and promoting healthy lifestyles.
All of this isn’t to say that your advertisements must include a widely recognized image for them to be memorable or successful. But your photos should draw people in so that your customer wants to know more about you. To be effective, your images should reflect who your brand is and what you are about.
Here are four ways to ensure you’re creating a powerful image:
- Have a subject that resonates.
- Make your visual message clear and simple.
- Capture that special moment.
- Above all, create an emotional response.
The best advertising campaigns tell stories – human stories. If you need help telling yours, Bonfire5 would love to help. Send us a message at info@bonfire5.com
