THE STRENGTH OF THE IMAGE...

The image is probably the single most important factor in your marketing materials. The cliche rings true; a picture paints a thousand words. A beautiful image can stand the test of time, your business's image. A bad image can destroy all your hard work, and it won't matter if you have the most wonderful and imaginative script.

Certainly, in the hospitality sector, images can promote your business far more effectively than words, especially when you are trying to communicate with so many different nationalities. If your images are clearly set out, and relevant to the pages on which they appear, your marketing materials will prove so much more effective. Whilst 'decorative' images do have their applications, the user must be able to see clearly what you are trying to illustrate, without the image being too cryptic.

Size counts. In website design, this is as important than the image itself; the two go hand-in-hand. You need to make sure that your images are as small in file size as you can get them without compromising quality. If your images are slow to load, you will lose your potential customer due to frustration. There is also no point having a bad quality image that loads quickly. If your designer knows what they are doing, it is possible to satisfy both requirements well. This is often the most frustrating factor with 'do-it-yourself' websites. Websites that make use of website galleries, where one has to click on a thumbnail to enlarge it in a separate window, are built because the designer has no knowledge of correct image optimisation.

Don't be tempted to fake it. Anyone who has been keeping their head above water in our digital world, knows that most photographs that are printed nowdays are manipulated using various techniques. Whilst this is sometimes rather obvious, it can be carried out very well to fool the viewer. BUT this is almost a degree qualification on its own. Unless you are a professional, don't alter your photographs, as the results will be obvious and you will lose customers because they just won't believe you.

What you see is what you get. In this day and age, with all the technology we have available to us, we have no excuse but to show the customer what you are offering. It is no longer a huge expense as it was in the past with film, as digital technologies allow us to manipulate images easily, cheaply, and now on most computers. Customers expect to see an image attached, whether a photograph of a B&B's swimming pool, or a fridge in an online catalogue. Don't neglect this part of your catalogue or site.

Beware of the pitfalls. In a world where everyone with a digital camera and a computer now considers themselves a photographer, you have to push out the boat, so to speak. Whilst you may not see what is wrong with your happy snaps, the difference is blatantly obvious when showcased against those taken by a professional. Now that programs like Adobe Photoshop, are easily accessible and used by millions, many users consider themselves adept in the use of image manipulation software, and get carried away with all the fun stuff that these programs can do.

Very few Photoshop users have the knowledge to turn a bad image into a good one. The bones of the image must be right to start with; your composition must be good for starters, and clarity of the image can only be manipulated to a point. As a daily user of Photoshop, with 13 years experience using it in a wide variety of applications from print to multimedia and web, and having trained countless designers and marketing professionals in the correct use of this software, I would offer a word of caution to anyone embarking on a relationship with this software. If you are lucky enough to know someone who can help you understand the basics, have a chat over coffee, and venture into the 'pixel and RGB/CMYK' discussion. Learn the background and jargon of digital photography first, and then concentrate on taking good pictures.

View my FAQ topic: "In Simple Language Please!"

BSP INSIGHT
Bronwyn Pirrie
Creative Director BSP
9 February 2009