A Picture is Worth 1000 Words
Submitted by The Marketing Institute | FL
It's a smart move to construct your marketing publications around an image or images. In fact, the image itself is the primary method for grabbing the attention of your audience. However, too often, transit and ridesharing professionals build their publications around the wrong image. They build it around the vehicle or the mode rather than the people using it.
This is not to say that "still life" images of conveyances such as buses and vans can't be used effectively (see Figure 1), but most potential users (typically your primary target) know what your vehicles look like. What they often need to see are the experiences of using the service.
When choosing an image (and there are a million to choose from), try to capture or illicit an emotional response. Better yet, allow the image to reflect some popular benefits such as rest and relaxation to which your audience can relate.
Choosing an Effective Image
There are no fast and tight rules about the images you choose to use in your publications. The rule of thumb is typically that they transcend their static state by the message they try to convey. Take for example the images in Figure 2. Although the subject matter is different in each, used together they can achieve what the image on the left (typically the most often seen type of image) cannot do alone.
