Marketing: The Importance of Quality Images

So much of today's communication is visual. Poor quality images can hurt your brand.

As I was casually navigating Pinterest recently, I came across a pin that caught my attention, but not in a good way. The topic itself was something I was interested in; the pin was infographic-style and informative. But the photo of the otherwise attractive individual who was promoting their blog post was horrific; glaring red eye. There were other things horribly wrong with the photo too, but the ghoulish eyes were the focal point. It was very off putting. I moved on without clicking on the pin.

But a few minutes later I came back to examine the blog as to not judge otherwise quality content by one pin. As expected: A+ content and a gorgeous blog. But it was still hard to get past the horrible picture for one reason:

There’s no excuse

In an age of better than ever “regular” cameras, smartphone cameras, countless apps and desktop programs that can instantly improve and tweak images to make them minimally presentable, as well as the ability to take tons of photos as to have many to choose from, there’s no excuse for using bad photos to promote quality content. That was what struck me about this particular pin:

“Was that really the best photo you had? You have a gorgeous blog and great content, and this is the absolute best photo?”

Important lessons learned:

Consumers will make decisions based on one image: Photos don’t have to be professionally taken to be considered high quality but, minimally, they need to be clear and free from glaring defects. As surely as one outstanding image can draw people to your content (even if it’s poor quality content), one bad image can drive them away (even if you have the highest quality content).

When creating visual content review it, at least momentarily, through a consumer perspective because ultimately, they’re the ones who are going to buy (click, read, subscribe). Or not. In my case, I came back later with my PR hat on to examine the blog. But most consumers will simply move on and they might never know how great your content (product or service) really is, just because of one careless, dumpy photo.

“It is the photographer, not the camera, that is the instrument.” -Ansel Adams