The concept that one picture is worth a thousand words is compelling.
- What if those words are not the ones you want to hear?
- Does the picture add or detract from your message?
Choosing the right pictures for business communication can be a deal-breaker.
The Eye of the Beholder
I am by no means an expert on images.
My reaction to pictures in business communication may be very different from yours.
That’s what makes choosing the right image so challenging – select the wrong one –
- And your message is lost
- Or you confuse your reader
The message received from pictures is in the eye of the beholder.
On Top of the World or in Pain?
What inspired this post was the reaction of readers to two pictures.
The first was an ad for a training webinar hosted by writer friends, Anne Wayman and Lori Widmer.
It shows a businessman sitting on a mountaintop, reading a trade publication.
- I viewed it as a business person on top of the world
- Someone else thought the image might convey an uphill battle
- A third person wouldn’t want to be in the man’s position as he looks uncomfortable
One picture – three very different reactions.
Color Me Negative
An image I posted at my personal blog caused the second debate.
- The post was about work/life balance
- Here is the image I used
- One reader viewed the red Work image as implying work is bad and Life is good
- Another reader liked the image
The Right Image
The varying reactions had me thinking about the use of pictures in business communication.
- Use the right image and you enhance your message
- Use the wrong image and you confuse readers – or worse – alienate them
Here are different image-selection techniques that could muddle your message.
1. The Shock Effect
Images used for shock effect in delivering your message are risky.
- Advocates argue the shock effect drives home the message
- Others think it turns readers off
A marketing representative created a poster for an employer sponsoring a smoking cessation program.
This is not the poster, but a similar replication.
Smoking cessation campaigns are a hot (pardon the pun) button for many people. Throw in the added complication of the message coming from an employer and it’s ripe for emotion.
Is that the reaction you want?
- Does it shock someone into taking action?
- Or alienate them further?
Know your audience. In this case, the client is the employer. Is that image going to work for them?
For some, the answer may be yes – for others, it could be a deal-breaker.
2. The Only-You-Get-It Photo
I admit I have a strange sense of humor. At times, my picture selection is based on a joke only I understand. And I thought I was so clever – joke’s on me.
There are other times when an image confuses readers.
- Have you ever seen a beautiful picture on an ad that seemed to have no connection to the content?
- It’s why the relationship of a graphic designer and the writer is like a good marriage
The picture below is beautiful. But, don’t you wonder what the heck it has to do with the company’s annual meeting?
- Does it always rain at the meeting?
- Are there clouds ahead for the business?
- Is everyone blinded by rose-colored umbrellas?
When you have to explain the picture – your message is lost.
3. It’s Visually Unappealing
You might ask why anyone would put a visually unappealing image on business communication.
Remember – beauty is in the eye of the beholder.
Cluttered images are not appealing and distract from your message.
- Certain tag clouds are way too busy (for my taste)
- Some infographics confuse more than help
Image colors that clash with your site or the rest of your business communication unsettle the reader.
Left Speechless
There is an art to selecting the right picture.
- Pictures should support your message
- Pictures transform your words into visual imagery
The only time you want your reader speechless is when words cannot express their delight.
How do you select the right picture for your business communication?
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Helping you Keep it simple, clear & uniquely yours – contact me for help with your business writing needs.
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Photo Credits
$100 bills – BigStock Photo
Training Webinar Ad – About Freelance Writing
Work/Life – BigStock Photo
Smoking skull – BigStock Photo
Umbrellas – BigStock Photo
Oh Cathy, this is brilliant! I love that last one. Too many companies tend to err on the side of “huh”? 🙂
I was surprised by the reactions to both Anne’s and my image and your work/life one. I liked yours because it showed a clear difference. Apparently, the reader who didn’t like the red one translated red into anger or something negative.
Interesting insights!
Thanks, Lori. I was surprised, too. I was beginning to wonder if it was an age thing since Anne and I viewed it in the same way. 🙂
It’s funny about the color red. To some it represents anger, but it also is supposed to be an appetite stimulator and why so many fast-food chains use it in their color schemes. Of course, the anger may spring from hunger. 😀
Thanks for sharing your colorful thoughts, Lori. 🙂
Wonderful Cathy – those mixed reactions are why I will change that banner soon, maybe even today 😉
I’m never sure about those color studies… I wear a lot of black t-shirts because I can then skip wearing a bra!
I tried not using images on my writing site and folks said they missed them… that tickled me even tho’ it’s a bit of a pain.
Are you? Since I saw it the same way you did, I figured we must be right. 🙂 Just goes to show the value of feedback. Who would have thought there be such a variance in opinion?
Here’s the thing-we all have such different takes based on who we are, I don’t think anyone has ever pleased everyone. At least not yet. 🙂
Thanks for the use of your ad as an example for my post, Anne!
Cathy:
That observation about finding the right designers to work with is spot-on. And the part about color is something good designers “get.” I guess it’s similar to how we would weigh word choices in certain situations, and for those choices we just don’t have the vocabulary.
My son, on the other hand, is studying 3D graphic design at one of the premiere colleges in the country. I was somewhat amazed when I learned that the curriculum for all first year students included a yearlong course that is the equivalent of an eight credit-hour class on color theory. (Called, unsurprisingly, Color Theory.) There definitely is something to it.
Hi Mark: Nice to see you here. 🙂
I am a talented amateur (at best) when it comes to graphics. While I love playing with it, I learned a long time ago that I should leave it to the professionals.
Just like we don’t like people thinking anyone can write, I imagine a few graphic designers grind their teeth over us rank amateurs. 🙂
Interesting post, Cathy. The cultural studies bods (I was one of them for a while) would say that it’s our own perceptions that affect what we see in an image. Mostly these are subconscious attitudes or cues – it’s a fascinating subject.
Hi Sharon: I believe that’s very true. Our perceptions form our view on most things. And it does sound fascinating. Thanks for sharing that. 🙂
Funny stuff! As the reader who liked the work-life image, I didn’t even notice the red-green contrast, it was the balance-beam metaphor…and I like dice games. Maybe it’s ’cause I’m a guy?
As for my image tactic, it’s usually lame puns. But as I mentioned yesterday at the Five-Buck Forum, I had to check myself the other day before titling a post “Exposing yourself” and illustrating it with a guy in a trenchcoat. Even *I* knew that would probably be a bit much.
Good to know you have boundaries, Jake. 🙂
Like I said in the post, I have been known to use an image that was a pun on something and found I was the only one who got it. 🙂
Thanks for sharing your guy perspective. 🙂
Cathy, I think bloggers and marketers need to be very careful about what image they choose. I find a majority of pictures on blog posts actually distract me from the main message of the post. Since they typically take most of the space “above the fold,” they either need to work well or be removed.
And I’m in a small minority of bloggers that rarely uses photos or images. I only include them when they are obviously relevant and obviously congruent with my post.
Boy, you must hate this post, John – 😀 I’m a very visual person so I love pictures, but agree with you that some are more distraction than enhancements.
I think it depends somewhat on the content and design of the blog. Typically, I don’t like posts with all text and no pictures. On the other hand, I have never had that reaction when reading your posts. It works for you. And I’m not just saying that, well, because you’re you, John. 🙂 Your design and content support a picture-free zone.
I appreciate you sharing a different perspective, John.