Photography and marketing | How to stand out among the crowd
How to choose the best photo for your content? What to watch out for? Why should we even use photos with our content? How does the human eye process photos and why does it help us to further our ads? My favorite obsession is taking photographs and trying to invoke a feeling within the looker. By doing so, I also found fascinating facts about how our eyes are processing information that is conveyed with a photo. Keep on reading and you might get surprised with interesting facts that you probably did not know, I didn’t.
Let me first start with an interesting fact. Did you know that 90% of the information sent to the brain is visual? And 93% of all human communication is visual? And with that, pages with images or videos draw 94% more views than their text-only counterparts. Wow, I knew that number must be high, but that much? Nope, had no idea. Based on these facts, we can see how including photos with content is important. When you think about it, it actually makes sense. When we were babies, we couldn’t read, unless you were reincarnated. Once we were able to see, our brain first started to process pictures. In other words, a baby understands an image of its mother months before being able to understand what mommy means. So, it’s understandable that science proved that the brain processes images 60,000 times faster than it does text. Before we move along to see how to choose the best picture for our ads, let’s see more interesting facts about the human eye.
Interesting facts about the human eye and visual marketing
MIT neuroscientists found that human brain can identify images seen for as little as 13 milliseconds. Amazing right? What is also interesting that after viewing an image for 13 milliseconds, information gained by it, stays for a long time. So, to do so effectively, it’s important to choose an image that will “burn” a spot in the brain of our viewer.
Facts that technology changed the way people look at content online:
· The average person easily gets distracted in eight seconds, for some people 2.8 seconds is enough to distract them
· 81% like to skim content they read online
· The first impression is important, it takes 50 milliseconds for you to form an opinion
· Content that includes images produces 650% higher engagement than text-based content
· Tumblr’s, Pinterest’s and Instagram’s active user base has grown by more than 60%
· If you have a product video, people are 85% more likely to buy it after viewing it
By that we concluded, posts must have a consistent photo that goes along with the content we posted. In other words, build your story around a photo if possible. It will make a bigger impact than text.
How to choose best visuals for your ads?
To do so, we need to understand three fundamental things about the human vision.
- Choose an image that contract the surroundings
In other words, our eyes are looking for lines and boundaries between objects. One of the ways it looks for these boundaries is that it looks for areas of contrast; both in color and luminance. Our brain loves colors, the brighter the colors, the better it looks to us. Just like these cute little flowers. But that’s not all. For example, if all of the other images on a page are dark, then when someone is scrolling through, a lighter image might stand out simply because it is the unusual “light” one. Likewise, a darker image may stand out in a bunch of lighter images. That will give you a better perception in the eyes of readers. Don’t be shy with the content as well.
2. Bold text is important, relevant info
When we read some article we tend to skim through it, and while doing it, our eyes are scanning for the most important information. It’s like this. When we meet someone for the first time, we look for facial expression to gauge the mood. And to appropriately respond if necessary. It’s all part of survival instincts. What is also interesting is that, our brain likes to make faces and shapes out of anything. So, what would our brain see first, small objects or a face? Of course, it doesn’t mean it will work every time. It’s just interesting to think about.
3. Relevant + unexpected = wow effect
Of course not, but it is eye catching. Especially if we see some object that does not belong there. For instance, you are in a garden and you see a fully furnished kitchen. It’s weird, it’s unexpected and it catches our attention. What should we look out for is relevance. When the mind is occupied it looks for relevant information and ignores the unexpected. So, if you put an irrelevant photo to the theme of your content or project, nobody will register it. Why? Because their brain said in 13 milliseconds that it needs no further analysis and rejected it.
All in all, you gotta remember that there is no one-size-fits-all for ads, and if everyone follows the rules and then one person does the opposite, who do you think will attract more attention? Pure attention is not your only goal, after all it can be a double-edged sword. You can grasp reader’s attention quickly, but it might not stay for long because it didn’t make a certain impact. Experiment a little, don’t be scared to be bold. Little tweaks here and there and you’ll find your spot under the sun.
In conclusion, when faced with decisions about which photo to go with, if you pick one that contrasts with itself and with the surroundings, shows faces or emotion, and is slightly surprising without being irrelevant to the task at hand — you probably have a better chance of catching someone’s attention.
Here is the last picture to see how your attention moves from photo to photo. Just something to think about. Don’t forget to comment if you have anything to say. I would love to hear people’s opinions. After all, the truth will set you free. :)
