When it comes to producing effective photography for corporate marketing, there are two general types of images: those with story appeal and those that demonstrate something. The former is used to convey an idea or emotion and the latter is used to deliver a fact. The two types can overlap.
Pictures with story appeal are said to have human interest. These pictures, which are usually editorial in nature, will attract attention because editorial photography is the most interesting to, and the most trusted by, the public. Conveying a message through human interest is always persuasive because such photography creates an emotional response in the viewer.
Photos which demonstrate something can also be editorial. These pictures offer information to the customer. Information delivered freely and frankly can help position the company as a trusted authority.
Annual reports, for example, often use both types of pictures:
• Photos that show the company’s employees involved with customers or engaging in a community project are trying to convey an idea or message: their employees are caring and friendly. If a business just said, “Our employees are caring and friendly,” no one would believe it. But if you have photos showing the employees “in action” then readers will be convinced.
• Executive portraits, a group picture of the board of directors and photos of the office building or factory are pictures that deliver facts. These photos, especially portraits, can create an emotional response in viewers but the main point is to show “who we are” and “what we do.”
Here’s an analogy: pictures that deliver facts are like the play-by-play announcer at a sports event. Photos with story appeal and human interest are like the colour commentator who offers opinion and anecdotes in a conversational way.
Both types of pictures are important. Photos that demonstrate something are the most common and the easiest to do. Photos with story appeal require more thought; it’s not just the pictures that are important but also the underlying story.
