While a picture can be “worth a thousand words,” using a picture in a creative way will have a memorable impact on a viewer. In market branding you want customers to remember or be impacted by what you are showing them. Have you ever seen an advertisement with someone in peak physical condition, rippling muscles and perspiration running down their face, then the logo for a gym? Choosing that type of imagery can help convey two things: The story of someone looking great because of the exercises they are doing (and how you could be just like that), and that this Gym is the place to become a “Greek god,” or a place for the strong and fit. Now will that be the case when you show up to that gym? Probably not. It gives a perception of inspiration for a business. Which can be a powerful motivator to entice a customer to give it a try. That is the whole point of advertising, and can show you how a powerful image can get results.
Taking the right photo or selecting the “right” image is the place to start. If you have the opportunity to have an idea from creative minds before you start, you can get the image you need and make life much easier! If you have a plan of the typography you need to contain before getting your image, the right outcome is more likely to happen. Powerful images are a great marketing tool for print, web, and social media. Grab your photo taking device and give taking planned images a try for your next product shoot, promotion or event, try to image how the image you are taking could be used to create something.
The interaction of typography and images can sometimes be a challenge. Other times an impossibility. Adding these two powerful elements together can make a POWERFUL attention-grabbing interaction. This is where one of those “planned” images can be really helpful. In the hierarchy of design elements, images and large type are at the top! Designing with both can be like a one-two punch. Creating cool designs where they both interact will make someone stop, look, and then look again.
Using a complex shape filled with an image is current trend that is going nowhere. It creates another level of engagement. A complex shape examples can be: a silhouette, typography (Single letter, a number or a word), a logo, an octopus or something that is not a plain box or rectangle. The eye will interact with the complex shape. If it is type, you will read it, if it is a silhouette shape of a bird your brain will recognize it. It brings a level of engagement into the equation an image will not by itself. While the use of a complex shape can’t solve every design challenge it can be a great tool to keep in your box for just the right occasions.
Next time you have need to use an image in your campaign, think outside the box (shape) and do something amazing!