Images are the best way to grab a visitor’s attention. They say a picture is worth a thousand words, so having professional-quality photos on your website is critical for building a positive brand reputation.
Marketing images are also a great way to leverage social media, and the right images can help you grow your audience and get more shares.
But not all images are created equal.
There are a number of best practices you should follow when choosing photos for your website, blog, and social media pages. Not following these best practices, on the other hand, can lead to a negative brand reputation.
1. Set a focal point
The focal point of your image is the part of the image that draws the most attention. It’s the main subject of your photo and the part of the image that you want people to look at first.
If you don’t have a clear focal point in your image, it can make your photo look cluttered and confusing. This can lead to a negative first impression and cause people to move on without taking the time to read your message or click on your call to action.
To create a clear focal point, think about what you want the main subject of your image to be. Then, use composition techniques like the rule of thirds to place your subject in a way that draws the most attention. You can also use contrast, color, and lighting to make your subject stand out. This becomes even more powerful in video content — using an Instagram Reel maker you can set motion-based focal points that guide viewer attention in the first 1-2 seconds, boosting watch time and engagement.
2. Use high-quality images
Low-quality images can make your business look unprofessional and can hurt your marketing efforts.
To make sure your images look great, use high-resolution images and make sure they’re properly sized for the platforms you’re using. You can use a tool like Canva to resize your images, or you can use the built-in cropping tools on most social media platforms.
In addition to using high-quality images, you should also make sure your images are well-lit, in focus, and free of any distractions. Seasonal campaigns, like those promoting Christmas gifts, especially benefit from clear and polished visuals.
3. Use images of people
People are naturally drawn to other people. It’s just a fact. So, if you want to increase the chances that your marketing images will convert, consider using images of people.
This is especially true if you’re using images in your social media marketing. Studies have shown that images with faces get more likes, comments and shares than those without.
The key here is to use images of people that are relevant to your brand and your audience. For example, if you’re a fitness brand targeting women, you might use images of women working out. If you’re a tech company targeting developers, you might use images of developers at work.
Just make sure that the people in your images are relatable to your target audience. If you plan to build a marketplace website, showing diverse groups of people can make the platform feel inclusive and trustworthy. If they are, you’ll be well on your way to creating marketing images that convert.
4. Use images that relate to your target audience
The images you use in your marketing should reflect the people who make up your target audience. This means you need to be intentional about the images you select and make sure they are relatable.
For example, if you are targeting a younger demographic, you would want to use images of young people in your marketing. If you are targeting an older demographic, you would want to use images of older people.
You should also consider other factors, such as gender, race, and ethnicity, when choosing images for your marketing. Make sure the people in your images reflect the diversity of your target audience.
Using images that relate to your target audience will help you make a stronger connection with potential customers. If they see people who look like them in your marketing, they are more likely to feel like your product or service is a good fit for them.
5. Use images that are easy to understand
When choosing a photo for your image ads, it’s important to remember that the purpose of the image is to grab the attention of your audience and get them to read your ad copy.
If your photo is too complex or difficult to understand, it can make it harder for people to quickly grasp what your ad is about. This can lead to them scrolling past your ad without giving it a second thought.
Instead, use images that are easy to understand and that clearly convey the message of your ad. This will help ensure that your image is working to grab people’s attention and get them to read your ad copy.
6. Use images that create an emotional connection
Using images that create an emotional connection with your audience can help you to build trust and loyalty with your brand.
When people see an image that they can relate to emotionally, they are more likely to share it with their friends and family. This can help you to increase your reach and grow your audience.
There are many different emotions that you can tap into with your marketing images, including happiness, sadness, anger, fear, surprise, and disgust. Choose the emotion that you want to convey and then find an image that reflects that emotion.
7. Use images that are relevant to your product or service
This might sound like a no-brainer, but we’ve all seen those ads that have nothing to do with the product being sold. Don’t be that brand!
Make sure that the images you use in your marketing are relevant to your product or service. This will help you build trust with your potential customers and show that you’re serious about what you’re selling.
It will also help you attract the right audience. When people see images that are relevant to them, they’re more likely to click on your ad and convert.
8. Use images that tell a story
Storytelling is a powerful marketing tool, and it’s not just for words. You can use images to tell a story and create an emotional connection with your audience.
For example, you could use AI image prompts to create a series of images to show the progression of a problem and how your product or service solves it. Or you could use a single image to show the before and after of using your product.
Whatever story you want to tell, make sure your images are clear and easy to understand. You don’t want your audience to have to guess what you’re trying to say.
9. Use images that create a sense of urgency
Creating a sense of urgency is one of the most effective ways to increase conversions. When people feel like they need to act quickly in order to get a deal or avoid missing out on something, they’re more likely to take the action you want them to take.
You can use your marketing images to create a sense of urgency in a few different ways. One of the most common is to include a limited-time offer in your image. This could be a discount that’s only available for a certain amount of time, or it could be a special promotion that’s only available to the first X number of people who sign up or make a purchase.
Another way to create a sense of urgency with your marketing images is to use colors, fonts, and other design elements that convey a sense of urgency. For example, using the color red, a countdown timer, or the word “now” in your image can all help create a sense of urgency.
10. Use images to highlight the benefits of your product or service
When you’re marketing a product or service, it’s important to communicate the value of what you’re offering. One of the best ways to do this is by using images to highlight the benefits of your product or service.
For example, if you’re selling a new line of skincare products, you could use images to show how the products can help people achieve clear, glowing skin. If you’re a graphic designer, you could use images to show how your designs can help businesses create a professional brand identity.
Similarly, if you’re in HR or workplace solutions, visuals can be used to showcase the benefits of employee engagement, like improved teamwork, higher productivity, and happier workplaces. This approach makes the abstract idea of engagement more tangible and relatable.
Whatever you’re selling, make sure you’re using images to communicate the value of your product or service.
11. Use images to show social proof
Social proof is a powerful motivator for consumers. It’s the idea that we look to other people to see what is acceptable, and then we follow suit.
In marketing, social proof is often used in the form of customer reviews, testimonials and ratings. But you can also use images to show social proof, a tactic widely used in digital marketing strategies to build trust and credibility with audiences.”
For example, you could use images of real customers using your product or service. Or you could use images of people who are well-known in your industry to show that they trust your brand.
This is also where referral and affiliate tools like ReferralCandy come in handy by rewarding referrals and managing influencer partnerships, it gives you even more authentic social proof to showcase in your marketing images.
Conclusion
The next time you create a marketing image, be sure to follow these best practices. You’ll be on your way to attracting new leads and customers in no time.
