Starting the Discussion: The Strength of Images
A picture is worth a thousand words, so the saying goes. In the same way, an image is a great way to deliver a message. The photo above transfers the message of strength and power done by the model’s well-grounded presence and concrete stance. Companies will take this and use the message as is, allowing consumers to relate the image to their brand. Using the right image elicits a response and if you’re lucky, the image can help your customer in deciding whether to buy your product or not.
What’s great about images is it allows you to dictate how you want the public to see you. Use the right image and your customers will recall your brand with imagery that is similar to what you show them.
A good example of this is how Toyota employs everyday folk seen in their ads, capitalising on their strength as the car for every man. It makes them sell more cars since people relate to the brand easily. On the other hand, high profile cars like Rolls Royce or Mercedes Benz create ads that usually show just the car. The imagery in their ads has a sleek and polished look that completely overtakes your ordinary Japanese cars by a long shot, which works for them since their market is more high end compared to your everyday sedan.
But images are just images, and these can be seen by customers in different ways. Some customers take images and relate it to themselves, sometimes overreading into them, putting meaning into an image. Simply put, images can be the decision-maker for the customer. At the same time, it is up to the customer how they will take the imagery of a brand, but it is up to brands to start the conversation with their customers. The image above can symbolise strength, power and structure, but with the model looking down, it can also be seen as a sign of humility, of being down-to-earth.
Such is the power of an image.