Why quality photos are integral to the success of your business!
The old saying goes “a picture says 1,000 words” and it means the same for your business. Pictures (or photos) are great to make any company’s brochure or website visually stimulating and, more importantly, enable your promotional material to sell your product. The question you need to ask yourself is “are the photos I’m using in my business as effective as they can be?”
As a Marketing and Branding Specialist working with small start-ups I see a lot of interesting marketing efforts that make use of some unique photo choices. Some entrepreneurs create beautiful and professional marketing materials from gorgeous photos that make their company stand out from their competitors. However, many more miss the opportunity to make their signage pop through the use of quality photos.
Where do you start?
Get feedback of your current photos from a creative person. Asking a professional photographer or graphic designer is great if your budget allows, but it isn’t necessary. A creative friend or family member who knows your business well can give you the constructive criticism you need at a fraction of the cost. Another option is to take advantage of your network. If you know someone that is a hobby photographer or dabbles in graphics design, they may be willing to help you while concurrently enhancing their portfolio. If not just ask around; someone will be happy to introduce you to their niece or nephew that enjoys taking scenic photos on the weekend. Alternatively, you can post your photos to Instagram and ask the community for honest feedback. Just remember when asking for feedback from critics you make sure you provide them with background information on what the photos are trying to convey and how these photos will be used. Providing this information will allow for more specific feedback and enable them to provide you with better direction.
They don’t like my photos… now what?
That’s ok! Thank your critics for their honesty and aim to use the information to improve. An easy solution is to hire a professional photographer who is newer to the game but does good work. They often charge far less than a seasoned vet and may do just as good of a job. One option is to contact your local community college and talk to a photography teacher. They will likely put you in touch with a current or former student. Another idea is to once again ask that trusty friend or family member – they may cut you a deal because they want you to succeed! One key thing when looking for a good photographer is to look at their previous work! Just because someone says they are a photographer doesn’t always translate to them being right for the job. Always ask to see some of their previous work to understand if they can really get the job done. And feel free to get a second opinion from someone you know to verify that you’re going with the right person. Keep in mind when choosing the right photographer to be aware of their abilities, and creative preferences. I’ve seen some photographers take amazing landscape nature photos but lack the ability to properly take a good product shot. Factoring in the photographer’s portfolio to your hiring choice will increase the likelihood of quality, marketable photographs.
A different option all together is to use stock photography websites. These sites are often a great source of generic photos for a reasonable price. They can be perfect for finding the right photo in a short period of time. Take precaution with this option though because stock photography may give your promotional materials a generic and bland impression with your customers and you miss out on having a unique “look” that captures the attention of your customers.
Put your photos to good use!
Now that you have these amazing photos that will make your company look awesome you have to put them to work! And to do that effectively you have to get a good graphics designer and web designer. Yes they cost money, but obtaining a professional look is worth it. They know how to creatively use those photos to really mould and form a well-balanced brand image for your business. Once you get these talented individuals on board they can produce professional brochures, rack cards, website, and other promotional materials intended to turn the heads of your customers and have them take your business seriously. Getting noticed is the first step in getting sales, and if done correctly, you’ll soon realize how important quality photos are to your company!