Of all the resources we offer at New Zealand Story, images are by far the most popular. But why is that? Put simply, it’s because images are an incredibly powerful tool in communications, and not just marketing communications.
We use images to tell a story in just about every part of everyday life; think children’s picture books, road signs or even emojis. Sometimes the purpose of that is to get a message across quickly. Sometimes it’s to help build meaning or association. And sometimes, it’s to create an emotional connection or response.
Take brands, for instance. You might learn a lot from a page-long description of a chocolate brand. But you’re far more likely to buy that brand if you see an advert showing two friends sharing a laugh – and the chocolate – on their lunch break. What you’re really buying is the moment, as well as the values that brand stands for. Relationships, fun, and relaxing. It’s a simple technique, but choosing the right images can really help you build positive brand association and better connect with your audience.
So what exactly are the right images and how should you use them?
It’s a good question – and it’s not always straightforward. So we’ve put together a few handy tips to help you get the most out of images.
Want more insights and tips on the best ways to use images, head to our Toolkit.