The old adage that ‘a picture is worth a thousand words’ is certainly true when we think of design. The power of an image should never be underestimated as one image can often have a greater impact than a full page of text. If the image can evoke some form of connection with the end reader then it has done its job.
Frederick R. Barnard is widely attributed with creating the term ‘a picture is worth a thousand words’ while discussing the effectiveness of graphics in advertising in a piece for Printer’s Ink in December 1921. This philosophy is still the case today where the power of a photograph has never been as powerful. The role that photos and images play in today’s society cannot be ignored.
According to an article on Time.com, 10% of all photos ever taken where taken in 2012. This is quite astonishing but it shows the impact social media and Smartphone’s in particular are having in how we take and share photos. Users now see the humble photograph as part of sharing an experience and this has to be the case when you are creating a flyer.
So just why are images so important when considering the design for your next leaflet or flyer?
Images will help your next promotional flyer stand out and have a bit of impact with your customers. Whether you are promoting a product or a service, promoting your flyer through a trade show or direct mail, or simply handing it out to customers in your shop or on the road, the challenge is to make sure it impacts on them. An image of your product or an image that can tell the story of the message you are trying to tell can help play a big role in this impact. While a photo can say a thousand words, sometimes a few words can say an awful lot. Using a nice impactful image alongside a few words (less than 6) can have a great impact as seen below.
Photos are a great way of making a connection with customers. This could be an emotional connection or perhaps a psychological one but it will be a way for the customer to become connected with your brand. It may even evoke memorable thoughts of a previous experience or perhaps create a desire to want something. If we look at Apple who are perhaps the best at using imagery to sell their products. They use one big image on all marketing material that provides the end user with everything they need. This image makes the Apple device look great, desirable and high quality. Who wouldn’t want one? This is the connection that an image can have with consumers – a desire to want what you are promoting.
(Source: Techy Youth)
The ultimate challenge when designing your flyer is to make it memorable. It is thought we see 247 images a day (although this could be much more) and we would do well to remember even 20% of these images. Those that we do remember, we remember for a reason. They had an impact on us and made a connection with us. This impact and connection will help increase the chances that a recipient of your flyer will remember what it was about and who it came from. With so many images and advertising messages thrown at consumers every day, think carefully about how you can use the power of imagery to make your customers remember your message.
When designing for print, it is important that your images are high quality and set to print in CYMK. The quality of image you will see on your screen will differ to the final print quality so it is important to remember this when deciding on the best images to use for your flyer. For more information on getting the best quality from your images, visit our designing for digital print page.