Use Photos to Create Compelling Pages and Increase Enrollments

Our print promotions continue to be a critical aspect of our marketing efforts, and maximizing the communication potential of our print pieces is increasingly important.
Lifelong learning programs have varying levels of access to professional design services. In the next few minutes we are going to talk about some basic elements of graphic design and about how you can make sure your brochure is communicating effectively with your prospective participants.
Visual communication is becoming increasingly important in a world where we are bombarded with images. In fact, folks from the marketing firm Yankelovich, Inc. say the average person today is exposed to around 5,000 ads per day—or more.

• The first question is, this. Print brochures are sometimes expensive. Why would we want to take up space with pictures and images? The answer is simple. Visual image attract attention and hold attention. The longer someone looks at your page, the more likely they are to find something they want to sign up for.
• Another reason to use images is that they communicate the same messages as words, but they do it better. The information is quicker and easier to process than written language. They both communicate and enhance the message you are sending.
• Images can control eye flow. There is some information you really want to make sure people see. Properly placed images can bring the reader’s eye to that content and increase the number of people who see it, as well as the number who comprehend and remember the information.

• Some researchers say that up to 90 percent of the reader’s decision is driven by emotion.
  • Photos appeal to our brain
    
    

    Visuals move information more quickly to the brain and hold attention.

  • Visual information is processed faster
  • Visual information gets 94 percent more attention than stand-alone narrative
  • Eighty percent of text does not get read. Combining visual elements with well-written text can increase readership by up to 50%.
  • Images allow readers to put their own interpretation onto your message. This increases emotional impact.
• The pathways to the brain conduct information faster to those areas which are responsible for emotional response. Emotional response is often “faster” than logical response, even if it is subconscious. This is related to survival. If we had to stop to think about whether to run or not if we were being chased by a lion, for example, we would be lunch for the lion. When we see an image the elicits a response, whether positive or negative, we react to it quickly—emotionally, and then we may think about it.
• Humans are wired to respond quickly to visual stimuli, often on a subconscious/emotional level. A good photo makes a positive impression on your readers.

 
Using photographs that are so compelling that they hold attention for several seconds, allows us to communicate more information to our readers
Slide 8: Some rules of thumb for using images of people:

• The direction of the person’s eye is critical in both print and digital marketing
• The viewer will look in the direction of the eyes in the photo
• Photos of faces (and indeed other ‘authentic” photos increase trust)
• Photos create the most positive reactions when they are well done—well composed and high contrast with engaging subject matter.
• Photos in which the subject is looking into the eyes of the reader help to communicate mood and are a great way to put the viewer into someone else’s shoes.
• Authentic photographs are more relatable than most stock photos. Avoid cliched photos. Don’t pick photos just to “decorate” your page or to fill space or to “break up” the copy. Use photos that are connected closely to your content and which enhance its value.
• Often, if you use a stock photo, people will have seen it or one very similar to it, before. When that happens, the photo loses its connection with your brand. That means its impact is negligible. In the photos at the top, the same photo was used by multiple national companies— several of which were in direct competition with each other.
• The image of one young woman in stock photos was used in so many campaigns she became known as the “everywhere” girl. Her image was used to promote everything from suicide prevention to college recruitment.
  • She became so “popular” that she developed a following, and she started her own social media accounts to stay in touch with her “fans.” While this is kind of fun, it really separates the person in the image from your organization.

 
Summary of key principles of using photos effectively:

• When you use trite images or photo clichés, people will tend to disregard them, and they may even create a negative response.
• Faces draw and hold attention.
• Use Real People. Authentic photos help you bond with your audience.
• One large image that creates an emotional response is most effective.
• Some stock photos work—if they tie in closely with the content, are unique—not something you see every day, and are unusual. If they enhance your story with more information about who you are or what you are offering, they can be effective.
• Eye contact in print media, or photos where the person is looking into the page or at important content work best.

 
Tips for effective photos:

• Remember your goal is to keep your readers on the page as long as possible. The longer they look at your page, the more time you have to persuade them to sign up.
• On the inside pages, remember photo captions are important. Next to headings, they are read more than other copy. Not using captions is a lost opportunity to promote the course and/or the instructor or to share information not included in the course description. Selling the instructor often helps sell your courses.
• The lower right corner is where most people exit your page. If you put a photo in this location, make sure it is an “eye-stopper.” That means it must relate to your content in a meaningful way, be clear and tell a story, and include an engaging caption. Also, you should avoid having it be the ONLY photo on the page unless it is at least two columns wide in a three column format. A large photo will draw attention, but it will usually hold attention well.
• A photo in the lower right corner can be detrimental. If it is not a high quality photo, if it is too small or lacks a caption, or is poorly composed or lacks interesting content, it can pull the reader’s eye down to the exit point on the page and off the page, causing the reader to spend less time reading your course descriptions.