Say It… with Art and Photos

By: Annette Venditti
Communications Ally

Remember the famous quote by Napoleon Bonaparte, “A picture is worth a thousand words?” Napoleon was a man before his time as this holds true today as you are somehow moved on a daily basis when you see an amazing photograph or piece of fine art that just leaves you breathless… and you finally walk away knowing that you are the better for having viewed it.

How do photography and art (graphic design) come into the workplace as you market and communicate using tools like print, video and the ever-changing social media sites? Your goal should be to reach your researched target audience and make them trust, feel and connect with the brand, product or service you represent and really understand who the company is and what they stand for.

I want to share a few key points on how to correctly use photography, art and graphic design in your public relations and marketing mix. These tips will give you the tools you need to look at each project and create the best end product and message for your intended audience.

1. Think. Brainstorm. Create. This basic process must never be skipped if you want your message to be the best it can be. Ask your team to participate in a brainstorm session and let them go back and think about the task at hand, process overnight, etc. Compare ideas in an open discussion and see whether photography, art or a combination of the two is the best path to take. Think beyond the obvious and you and your client will be happy you took the time when you see the results.

TIP: As you develop concepts and ideas sketch them on paper. Really look at the text and image mix and be sure it’s simple, crystal clear and wildly creative. Too much of any of these elements in the mix will add up to a catastrophe that will confuse your audience and not win you any design awards. Research top rated print and social media advertising and campaigns and see what makes them stand out from the crowd!

When the chosen photograph, art or graphic combination hit the mark, you will need very little text to support the message and your audience will love you for it!

2. Hire a Pro. Please. When you need photography or art/graphic design (for an ad or for an event) do your research and hire a true professional to work with you and create the best possible images and designs for your needs. Don’t rely on friends or family to supply what you need, the cost of your initial investment will be more than obvious when you compare the finished product to a less expensive version created by your sister-in-law who “knows how to use Photoshop”. Yikes.

3. The Social Mixer. Social media has given us a vast variety of ways to share photography, text, videos and art/graphics on sites like Facebook, Twitter and YouTube as well as Pinterest and Instagram, two image social channels that have changed how you and I see photographs, graphics and personal inspired interests shared. The same principles apply here, use professional images and graphics and be sure they are clearly stating your intended message before you share with your audience. Facebook Ads is another social media tool that allows you to share brand information and connect with potential customers. Take the time to research this ad platform and see if it might work for you and your client’s needs.

Keep in mind that every client (their brand, product or service) and every project you work on is truly unique unto itself. Challenge yourself and your design team to develop and create innovative solutions for every element and I can assure you this will keep your clients happy as larks and your team will walk away reveling in their hip new “creative genius” status.