Last week I began this article by explaining why quality pictures should be a must-have for brands who are interested in putting out great visual representations of who they are or the message they want to communicate. In this part of the article, we will be taking a quick look at some of the ways we can get quality images. Many of us may already be familiar with them but it is worth emphasizing.
There are chiefly two methods to take on the issue of obtaining imagery for use for a brand.
- 1.Stock images: Clients can be shown the necessity of investing in not just two or three images but to go for a stock image package (if they have no photographer of their own) which would allow them have more images for present and future use. This cuts cost and helps them see beyond the present. They see their money as being invested in something beyond the now and that is good for them.
Sites like 123rf, deposit photos and foto.com.ng (which is a Nigerian site), among others have such packages and the client can make a choice of which they prefer. This is the option to go start out with most of the time. Once a business owner sees his resources being used more as an investment that benefits him in the long run, than say just random 'spray and pray' spending, it helps shift the discussion to more favorable ground.
- 2.Professional photography: While stock photos are a good bet, the truth is that sometimes they do not meet the requirements needed and, in most cases, there is a high probability that other designers are on the same site or similar ones and end up using the same image. This is not good for your business image. Apart from this, there may be specific times when special photo shoots can and should be organized to help the brand create the look and feel it needs for a particular campaign or visual effect.
In today's world where there is also the risk of being sued for using images without proper permission, it only makes more sense practically and financially for a business to invest in a method which would help them be visually unique/distinct, give them great exposure and create appeal for their products and services ..and without infringing on the rights of others.
A business that does not understand the need to use the right kind of imagery and graphics in its identity and brand presence will struggle in achieving visual differentiation. Text may work some or a lot of the time but nothing beats a good image that "jumps out" at the viewer and pulls them into the material immediately.
When done right, the results are wonderful.