Designing
with photos back
to reading room
Using photos with
your design adds more than something to look at
Deciding
to use photos in your next design isn't only important for
the look of the project but impacts the bottom line. Everyone
knows photos add an extra element, but are photos nothing
more than eye candy and not worth the extra expense?
Photos
draw attention
Study after study of newspaper readers shows that they look
at the large photos on a page first then look at the large
type. If your advertisement, brochure or pamphlet is going
to compete with others on a page, rack or shelf, a smart-looking,
dominant photo may give your document a competitive edge
over the others. As a rule, color photos traditionally have
a stronger pull over black and white, but this can be reversed
depending on the environment your readers view the design.
Photos
add credibility
Adding a photo of a product or person to a design instantly
adds credibility-even if it is only on a subconscious level.
Remember, seeing is believing. Imagine comparing two advertisements
for coffee mugs. Who would you be more willing to send a
check to if there were a photo in one advertisement and
an illustration in the other? A photograph adds visual proof
of a product or person. For example, notice how banks will
use photos of happy people in their marketing material.
Subconsciously, someone reading a brochure may be led to
think that these people are happy customers when in fact
they are stock images.
Photos
help with memory
Sometimes a glance is all a design will get. But what if
that glance is a memorable one? For example, think of an
historical event of the past 30 years. Chances are you will
remember or associate an image with that event. In a society
where we are bombarded with information, sometimes a photo
is the only way to grab attention and tell a story.
While
using photos may be a good idea for your next design, using
them poorly is an equally bad idea. Preparing photos properly
for print is not as easy as it can sound. There are a lot
of potential problems that can turn a good photo into a
mess. Most of them are technical in nature. Watch out for
dark images, grainy photos, out of focus pictures and images
that have been prepared improperly for printing on a press.
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