What Every Brochure Photo Actually Needs To Achieve
It is very easy to underestimate the importance of getting every single brochure
photo correct when creating marketing products such as a printed brochures, magazines, flyer, leaflet or even an online, possibly interactive brochure. But whilst it is important to appreciate the need for every brochure photo to work, it can sometimes be a little difficult to fully appreciate what is meant by this.
Whilst it is easy to accept the need for quality, in terms of brochure photography, what is really meant by quality? Is it simply a photograph of a product which is clear enough for potential customers to be able to see it properly? Does it mean that the colours should be accurate and crisp? Should it mean that the product is correctly in focus? Should it mean that there are no distracting elements in the picture to detract from the main product?
Certainly all of these are true, but they fall far short of providing a truly accurate picture of what is really meant by quality when it comes to each and every individual brochure photo. Perhaps the easiest way to understand what we mean by quality in this context it is to imagine the brochure photo is not a photo at all, but a salesman.
Imagine if you were able to provide potential customers not just with a leaflet, but with a virtual salesman who could jump out of the page and immediately start promoting your products. This might seem like a slightly bizarre idea, but in fact it's not that far from what the truth should be. What would that salesman do in order to encourage potential customers to either find out more information, or part with their credit card details and place in order?
One of the first things any good salesman will do is to create a mood or an atmosphere. If you were to phone a funeral director's business then clearly you would not expect a few light-hearted jokes and witticisms sprinkled into the conversation, but you would instead expect the mood or atmosphere of the conversation to be sincere, serious and understanding. But if you were choosing a children's party entertainer you would anticipate the phone call would be humorous, fun, full of energy and very upbeat.
In fact a great deal of what goes into deciding whether a customer chooses to buy or not to buy it is based very much on the attitude or atmosphere of the conversation. So our virtual salesman would make sure that the mood or atmosphere fitted the product or service.
It is also likely that the salesman word accurately anticipate the sort of questions or issues which the customer is likely to have, including possible objections. By anticipating these the salesman would be able to provide information which addresses the balance and provides a positive focus.
But instead of having a helpful salesman, when it comes to websites, leaflets, brochures, catalogues and other marketing material we have to rely sometimes on just one single brochure photo. As far as quality is concerned, that brochure photo has to achieve virtually everything which our virtual salesman would aim to do. Brochure photography has to be not just about focus, crisp colours, proper lighting, removing distracting elements and ensuring accurate colours, but each brochure photo also has to produce a mood or an atmosphere which is appropriate and likely to encourage more interest.
Each brochure photo also has to address common questions or enquiries customers may have, and as well as dealing with potential objections. It's easy to see that simply picking up a digital camera and taking a photograph of a product is likely to be about as effective as sending a salesman off to see a customer without them knowing the first thing at all about what they're selling.
by: Justin Arnold
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