The use of photography in business! Marked Perception explains why it is so important and what you need to know.

Photography is more crucial to the promotion of business than it has ever been… the power of visual communication has rocketed with the rise of digital and social media such as Facebook and Twitter.  It is proven that photographs and images are far more likely to engage your potential customers then text alone making it necessary to include imagery on your website and printed marketing materials to help get your message across, therefore making it crucial to use good quality and engaging images that are right for your brand.

Where, how & what is photography used for?

Photography is effectively used in campaigns, advertising, branding, on your website, social media and much more.

A recent survey found that 44% of people were more likely to engage with brands on social media if they posted pictures – more than any other means of connection such as links or status updates.  Facebook will show a larger amount of your followers posts that include photographs then just text alone posts.

It can also be beneficial to have a good, professional photograph of yourself so your potential customers can see the face behind the business, making it more personal.  People are more likely to do business with someone they know and trust which is why its important you show yourself across your marketing material

It is just as important to display your products and services professionally as well.  Well taken photos will enhance your business’ PR whether its online or on printed media. Flyers and brochures, if given out in the high street, at events and exhibitions, or hand delivered to homes, are much more likely to be read and not binned if they are covered with eye catching imagery.

Where can you get photographs/images from?

You can either:

• buy stock images but be careful as many images get used more frequently than others and the last thing you want to see is your selected image being used on someone else’s campaign or even worse your competitors marketing literature.

• hire a professional photographer – If you have the budget then this will get you the best bespoke results overtime as you can art direct to shoot to capture the exact emotion you require or product shot in the right setting to engage your audience.

• Use your own photographs

Remember however If you to opt for using your own photographs, you need to carefully consider how this portrays you to the public… if they don’t look professional, which they are likely not too, as the lighting, composition, quality etc will not be that of a professional photograph then it will portray your company as unprofessional.

Stock images can be perfect but you need to make sure you have the correct license for what you want to use them for to prevent legal issues arising. As mentioned above stock images can also be bought and used by your competitors, so they will not make you stand above your competitors. If you want to know a little more about the use of stock images then read our page on What you need to know about using stock photographs or images from the internet.

That’s why hiring a good professional commercial photographer  to produce quality pictures that are unique to your business will help you stand out from your competitors and, by making sure those images fit well with your brand, they will help attract the right customers too.

If you have a project in mind and are not sure whether to purchase stock images or hire a professional for the use of  photography in business why not drop Mark Womersley a line on +44 (0) 113 394 4522 and talk to him or one of our photographers about your brief or send us a quick message via our quick enquiry form.