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Camera sitting on a desk. By Lexi Scott, Public Relations Intern

@Lexi_Scott11 

We all know that the message is the central point of every social media post and campaign, but in the age of social and digital platforms, imagery plays a big role in content optimization. In 2017, it’s all about quality and consistency.  The qualities of your pictures are imperative because they play a vital role in how your customers feel about your brand and the content they are about to receive. Therefore, a visual should also amplify your message and be at the forefront of content creation, not an afterthought.

Below are a few tips to consider when taking your images to the next level:

Tell a visual story

We’ve all heard the saying, “a picture is worth 1,000 words.” So, why not apply this to PR and marketing? We live in a time where we can have the information we want in the palm of our hands within a few seconds. With information being so readily available, our attention spans have decreased along with our desire to read drawn out text.

This is why your photos need to tell a large chunk of the story for you. Think of imagery like window-shopping. The clothes in the window determine whether or not you want to step foot in that store; the same goes for content. If you post a blurry photo or one with little authentic emotion, you’re not saying much about the actual content or your brand.

Know what speaks to your audience

Whether you’re B2B or B2C, we are all consumers. As consumers, we are led by our emotions; we like to feel like we can relate. When your imagery evokes an emotional response, potential clients are more likely to engage with your content and purchase your service. Who is your ideal customer? What speaks to them? You’re not just creating imagery to sell a product or service; you’re creating a visual experience for your customers.

Choose a brand aesthetic

When a customer is scrolling through their feed and stops to look at a picture, they should be able to tell it’s your business at first glance. Having an “aesthetic” may be cliché, but brand imagery helps determine who will gravitate towards your company. There are five key design styles that you should familiarize yourself with: classic, retro, material, handcrafted, and minimalist. The colors, composition, and even the fonts you use send a message, so it’s beneficial to stay consistent and know what attracts your ideal client visually.

Aesthetics in photography are constantly changing and with the digital age of smart devices, people find themselves competing with the so-called photographers to replicate a similar style. Remember, your brand has a visual voice, so don’t be afraid to go bold and get those creative juices flowing.