When it comes to making your marketing message stand out, good imagery is a must. But it must be more than another pretty picture. Imagery needs to evoke an emotional response that can capture attention and pull the viewers in. This is especially true today when there is so much competition. Almost everyone is using imagery in their messaging because people prefer visual content to written content.[1] If your image is not eye-catching, viewers will move on quickly.

You’re not competing with photographs only today. Video is becoming more popular all the time, with 87% of online marketers using videos as a tool. No matter the format, though, effective imagery can do a lot of work for you: on average, people retain 55% more information when it is paired with an image.[2]

Whether you’re using a photograph, video or even a graphic, the image should arouse emotions. To be successful, think about the response you want to generate, given the audience you’re likely to reach:

  • Pleasant emotions are rewarding for viewers, although you can also arouse unsettling emotions, create confusion or surprise, or be provocative.
  • Images can be contextual, which lets the viewer imagine being in the setting or with a product, for example.
  • An image can stand out by challenging, instructing or informing the viewer.
  • They can be aspirational, which lets the viewer imagine an outcome from being in the setting or using a product. They can also be appealing or sensual.
  • When it works for your message, images can also tie into a social trend.

And don’t forget about colors. Colors are important for their ability to influence behavior and decision-making. They can also create harmony or contrast. Warm colors like red and yellow grab attention, while cool tones like blue and green can create a sense of tranquility. Orange and yellow for example, can spark optimism and stimulate the senses, nudging viewers toward a purchase or agreement with your message. Blue also conveys calm, leading to trust and brand loyalty.[3] You can also weave in your brand colors, design elements and logo. However, unless you are creating an infographic, don’t use too much text.

It’s also important that the image be relevant or relatable for the viewer. This can be done by using an image that tells a meaningful story for the viewer and your product, solution or issue. Images can be eye-catching because of an unusual angle or focus on a detail, and simple images are better than overcomplicated ones. Images should also align with your call to action, if possible.

So what makes a good image? Take it from four visionary photographers and a legendary marketer who know what they’re talking about.

1. “It isn’t what a picture is of, it is what it is about.”

John Szarkowski redefined the definition of “good photography.” An American photographer and curator, Szarkowski was the visionary director of photography at the Museum of Modern Art (MoMA) in New York City from 1962 through 1991. He demonstrated that photography is an art form rather than just a means to document events. He championed radically different points of view of relatively unknown photographers who took fresh approaches to subject matter by focusing on emotional content. To Szarkowski, “the best pictures are important because they achieve the high goal of art: simply and gracefully they describe experience – knowledge of the world – that we had not known before.” In doing so, they stir emotions.

2. “Great photography is about depth of feeling, not depth of field.”

That was the conclusion Australian photographer Peter Adams came to after spending 37 years interviewing the world’s famous – and not-so-famous – photographers. While novices think that the equipment and techniques are what drive photo excellence, Adams disagrees. He thinks it’s “depth of feeling” and not “depth of field,” which is a technique for setting the distance in which the closest and farthest objects in a photo will appear sharp. Again, an image that evokes an emotional response is the goal.

3. “A good photograph is one that communicates a fact, touches the heart and leaves the viewer a changed person for having seen it. It is, in a word, effective.”

That’s according to Irving Penn, an American who changed the world of fashion and portrait photography with his minimal yet graceful style. Penn could effortlessly capture the essence of his subjects, which earned him a decades-long career at Vogue and made him a household name.

4. “Think in terms of images and words. They can be mighty powerful when they are fitted together properly.”

Gordon Parks was a groundbreaking American photographer, musician, poet, novelist, journalist, activist and film director. He was the first African-American to work at Life magazine, and the first to write, direct, and score a Hollywood film, the 1971 movie Shaft.

5. “Kodak sells film, but they don’t advertise film; they advertise memories.”

Legendary marketing scholar and former Harvard Business Review editor Theodore Levitt wasn’t talking about photos, but his words still apply. He was describing how Kodak ads are about memories because they stir people’s emotions. Like Don Draper in HBO TV’s Mad Men, who famously won an account to advertise slide carousels by basing his sales pitch on slides of his wife and family. There’s seldom a dry eye in the house when people watch that episode.

The next time you’re developing messaging, think in terms of the images you can rely on to attract attention. It will get you a step ahead when it comes to selecting the visuals that will work hand in hand with your copy, drawing viewership and, most importantly, success.

[1] Conor Cawley, “10 Key Visual Content Marketing Statistics in 2023,” March 8, 2024.

[2] Ibid.

[3] “How to Craft High-Impact Social Media Imagery in 2024, Locowise, November 28, 2023.