How to Increase the Impact of Ads with Images

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How to Increase the Impact of Ads with Images
By: TOM KILLIAN

You’ve heard the expression: “Don’t Judge a Book by its Cover”. In other words, don’t judge things by their appearance, is what the old phrase suggests. Well, unfortunately, this advice can not be enforced onto the paying consumers.

You see, the paying consumer is the judge, the jury and the executioner. They buy the products as well as reject them.

Take for example your local Super-Market. Next time you stand in the check-out line, notice all the products in that small space which are literally screaming: “Hey Look at Me!” Magazines use large sensationalized photos of celebrities, books use bold illustrations and packaged products use vivid images to grab your attention.

These companies know very well that the shopper has little time and will quickly judge based on presentation with a fast moving glance. These same companies also know that using the wrong images can have a devastating impact on the appeal of their product.

Relevant and strategically placed images can double the sales of a product. One of my clients for example, increased their conversion rate by 300% simply by adding one alluring image to the “Call to Action” portion of their ad!

Whether you are writing a brochure, selling a book, creating a landing page for your website or designing a yellow page ad; it’s important to keep in mind that your product or ad will be judged.

It is therefore critical for your ads to use captivating images that will in turn grab enough attention to spark interest.

Below are key guidelines when selecting your “Attention Grabbing Images”:

Avoid inconsistent images. Stick with same style images throughout your ad. Your strategy is for your ad to appear professional.

Don’t cram your artwork. Leave enough space around the image so it doesn’t interrupt with the eye flow of the reader.

Place them accordingly. Keep images next to the relevant copy.

The wrong image will kill your ad. It is better not to use one at all than one which is irrelevant to your product or service.

Use color images whenever possible. Marketing studies have shown that color dramatically increases the appeal of a product or ad. Color draws more attention than black & white images.

Photographs work best when relating to realistic events such as those found in reports and newspapers.

Illustrations can increase the impact of an idea and set the desired mood in articles, books and product labels. One large illustration is usually more effective than several smaller images.

A picture is worth one thousand words. Images speak for themselves. They tell a story. Use relevant and captivating images and the consumers “judging” will be in your favor.

Tom Killian is a partner at Media D'Vine. An Orlando, Florida based agency specializing in marketing and advertising. Tom has been successfully building online businesses for over 9 years. http://www.mediadvine.com .

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