October. Harvest.
Halloween.
Use the right image to get your message to your audience with impact and memorability
I saw this wonderful illustration in the gallery at the art college where I teach. What struck me first was the mood. The glow of the moon. The warmth of the fire in the chimney. The crispness from the suggestion of snow in the air. The details draw you in further. The halo on the bird. The mystery in the small window above the “y.” The sureness of the swift’s flight. The artist, Kelly Murphy, says, “Swifts are spectacularly fast and acrobatic performers. They spend much of their lives on the wing, catching insects and thin twigs for nesting materials.” I say, “I love this image and the feelings it invokes at this time of year.” The darkness encroaching on our space. Knowing that angels — in the form of swifts — inhabit our night skies. A perfect embodiment to the harvest wishes I want to send you.
Images for your marketing materials convey similar messages. When considering the right visual for a company newsletter, brochure or Web page, keep in mind the following factors:
Humor
For a company that installs vegetable gardens, I used an illustration of a giant tomato dominating the neatly plowed fields seen in the background — highlighting the fact that the main benefit was…big tomatoes.Mood
A company that set up schools for the children of employees at companies with branches overseas needed a new brochure. I developed a series of collaged photos showing academics (globes, kids studying, mathematical formulas), extra curricula activities (sports, art, music), and cultural elements (icons from different countries around the world). The photo collage illustrated the wonderful educational experience this company gives its employees’ children.Drama
Drama is good to use when you want your marketing communications pieces to stand apart from other advertising.For example, in a client newsletter the author talked about writing from the “you” perspective and had titled the article, “What’s in it for me?”
I wanted to use a mirror as a visual. When the reader looked at it, they would see their own reflection and make a personal connection with the title. Knowing I couldn’t do that in a one-color publication, I looked for images that showed or suggested a mirror. I used a “Picassoesque” illustration, where the “figure” looked like it was scratching its head, perplexed. Best of all, the figure was flipped and shown in mirror image as well, suggesting that they were working doubly hard to figure out what was in it for them. The image lent an unexpected and dramatic emphasis to an otherwise routine one-color publication.
Evaluate your visuals with the same critical “eye” as you do your copy. Make sure the humor, mood and drama of the images support and reinforce your message.
Enrico Design can help you get your message to your target audience with impact and memorability in print and on the web. Whatever your organizational goals, we keep you top-of-mind with your customers and prospects. Visit www.enricodesign.com, call 781-631-2520 or contact us by e-mail.
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Please contact us for help incorporating these ideas into your marketing communications projects and publications.