Photography is all around us and is often used in advertisements. But how often do they sell what you really need and not what you just want? Photography plays a significant role in sales and marketing as it always tells a story. Most people perceive information best visually, but in our digital age we are surrounded by so many images that only those that somehow stand out from the crowd will be able to capture our attention. Let’s talk about how to take a good promotional photo.
WHAT IS ADVERTISING PHOTOGRAPHY?
A good promotional photo can convince you to buy something you don’t really need. The principle of its work is to show a product or service to a potential buyer, and then interest him.
To achieve this, an experienced advertising photographer uses a combination of his professional skills with an understanding of human psychology.
The most powerful tool to influence the buyer is to create an emotional response. If a photograph evokes mental images, such as a happy life, a cozy home, or a pleasant memory, rather than simply showing a product, a person forms an emotional connection with this picture, and the likelihood that he will purchase a product or service becomes much higher.
It is important to understand what a potential buyer wants and wants. This is exactly what you will focus on in the future to promote the product. Whether it makes a person’s life easier, or it’s eco-friendly, or it’s a source of fun, it’s the experience that sells the product. If we turn to the desires of a person, it is easy to convince him that he needs a thing or service to fulfill these desires.
Back in the 1940s, Kodak understood this. They were selling cameras, but their promotional photos didn’t show the cameras, they showed what you can do with the camera. They created an emotional connection with images of people looking at pictures of their loved ones at home, or children taking pictures with their father. Cameras were a symbol of a new, different way of life.
HOW TO CREATE A GOOD ADVERTISING PHOTO
Think about the goal you want to achieve with this photo. How should the product be perceived by the potential buyer? Is it a luxury item, good for the planet, a sign of status, or something on trend that everyone should have? This factor alone determines a lot in the creative process of the photographer – the picture should reflect and emphasize the concept of the product.
DEFINE THE CONCEPT
Think of a product concept and create a positive life situation that will resonate with your audience. Creativity is important, of course, but don’t forget that people need to be able to relate to the image you create. If an emotional connection does not arise, a person will not have a psychological need to own a thing and use a service, and he will not buy anything.
This is the case when less is more. Leave room for the audience to write their own story. Lead them to the conclusion you want, but don’t force it.
Make sure the model fits your audience demographic:
Choose a theme and background that will resonate with the buyer’s desires.
Influence the viewer emotionally, through memories and aspirations.
Highlight important aspects of a photo using depth of field.
Ask the model to look into the camera to create the illusion of eye contact. This forms an additional connection between the potential buyer and what is happening in the photo.
Tell a story that buyers can see themselves in.