Use Photographs To Increase Response

by admin on June 26, 2010

Selecting photographs and artwork is an element that can set the tone or image of your marketing campaign, but you don’t want them to be the overriding factor unless you are selling artwork.

Photographs and artwork can make dramatic statements. If they are treated incorrectly, they offer no value and might be costly.

You don’t have to have photographs or original artwork in your marketing piece to get your desired goal. The proper use of typefaces, colors and white space plus simple graphics and clip art can add to the overall effectiveness of your marketing material.

Should you choose to include photographs and artwork, there are some guidelines to follow.

Budgetary constraints can often dictate whether or not you use photographs. There are several ways you can incorporate photographs into your marketing pieces.

You can use 4-color (full color), dual-tone (2-color, half-tone, reproduced from a 1-color photograph where the photo is originally black and white and in the printing process another color is added) which makes it tinted. Or simply use black and white.

4-color photographs are more expensive to reproduce than the other ways. They do require 4-color separation charges by your printer.

If you can afford this process, think carefully about your selected photograph. If it’s a little out of focus, it won’t look any better once it’s printed.

Dual-tone is less expensive although the photograph will not be full color. It will appear to have color or, at the very least, be more colorful than a black and white photograph. There is an extra charge for this also.

Black and white photos reproduce the best when they have a lot of contrast.

Careful consideration needs to be taken when choosing color, dual-tone or black and white.

We have found that the most effective choice for an entrepreneur’s business is a simple black and white photo of the owner or a black and white photo of the owner and a customer or client. This can build credibility.

In addition, if you use a photograph in your material, it draws the reader’s eye to that photo, so you must take that opportunity to put a caption underneath the photograph. This is a mainstay rule. Always include a caption with a photograph.

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