Images are Key to Connecting with Your Audience

Orinda Academy asked for help with updating their marketing materials and initiating a PR campaign. The goal was to start a conversation with potential students and their parents about the school and its special strengths. After all, you only get one chance to make a good first impression.

We freshened up their Viewbook and created an email newsletter, an event ad and a flyer template using happy kids’ faces and a colorful design that immediately conveyed the school’s vibrant student population and its teachers’ individualized approach to learning.

Read more in our Orinda Academy Case Study.

Connection Tips: Select images and design that will resonate with the audience.  Here are a few tips to keep in mind when creating marketing for a specific audience:

1. Photos of smiling, happy faces add human warmth to your design and a connection with your audience. Or if your audience is more cool and collected, or industrial, use images that convey efficency and professionalism.

2. Don’t be afraid to crop an image to exclude much of the background, adding emphasis to the subject and creating a stronger graphical statement.

3. A bright color palette will pop on the page and grab your audience’s attention. You can use Photoshop’s Levels and Saturation to enhance the intensity of a drab photo.

Further reading about design on our blog:

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5 Responses to “Images are Key to Connecting with Your Audience”

  1. Jennifer S. says:

    While reading this entry, I thought about my high school’s advertisements (they had them in movie theatre’s, etc.) and since my school’s colors were blue and black, it completely did the opposite of making it seem fun and happy and open, which were definitely goals of the school. It’s funny that I never thought about it until reading this article. Cool insight!

    Jennifer S.

  2. Heather Harper SMC says:

    I feel that images bring personality and a level of connection between the audience with the brand or product. These tips are helpful (as we learned last week that journalists love lists) and helps the audience understand and relate to the product. I know personally, I am more likely to relate to something on a deeper level when images are present.

  3. Jennifer Kennedy says:

    Dennis, these are great tips. Thank you. My PR group, Image 360, wants to get photos taken for our Client at their events so that we can draw more people to the marketing that is produced with visuals. I will keep these tips in mind when taking pictures at the events and will pass them along to the rest of my group members.

    I know that my eye is always caught by the bright pictures of people smiling because it makes the client look like fun and someone you want to be around. Yet, I never really thought out the importance of the image to the extent you mentioned above before, so thank you.

    What really stood out to me above is “After all, you only get one chance to make a good first impression.” I will keep that in mind in my own PR work.

  4. Mark Freeman says:

    Great tips! I love the one about the smiling faces. I had an internship last summer at a San Francisco nonprofit and had to put together a 300 page guidebook for prospective business school students. This guidebook included numerous ads, all of which included smiling, confident individuals. It’s a psychological effect for sure, but we seem to be drawn to those happy faces. That’s why it struck me awhile back when I saw an ad for some product (it might have been a Web-based ad) where the people just didn’t smile. I’m not sure they made a lot of money off that ad!

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