Think you need to add a picture to your marketing pieces – always and no matter what?  It’s true that pictures draw viewers attention – especially pictures of people.  But for your small business marketing piece to be effective, there should be a reason for adding the picture and it should make sense why that is the image you chose.

Networking here in Brighton, Michigan I’ve come across many business cards or advertisements with a landscape photo, or maybe some flowers in the background.  Sure, these might make for a “pretty” card or ad, but do the images make sense?  Is the business a landscaper, outdoor outfitter or florist?  Maybe a meditation coach could justify how these images have anything to do with what they do… maybe.  For most everyone else, it would be better to have a different image, or (gasp) maybe no picture at all (more on this below).

Another place where people often misuse images is in the stock photos they choose.  Make sure the stock photos you choose are appropriate for the audience you want to reach.  For example, there are a TON of stock photos floating around of very attractive young models in business attire.  And often these end up on all sorts of business marketing materials.  Unfortunately, sometimes these photos really don’t relate to the target market.  Say the piece is aimed at reaching people in management… Would it be more effective if those stock photos showed people who actually looked like they might have enough experience to be in management, as opposed to the 22-year-old who put on a suit for their first interview?  If you’re trying to reach housewives, do young women who look like they are barely above teenagers really get through to your audience?

So what do you do if you can’t find an image that makes sense for your piece?  If you don’t have a photo with a reason to be there, you can still add interest to your piece through the use of other graphic elements.  Do something interesting with geometric shapes.  Put stylized lines under your headings.  Take an element from your logo, and maybe screen it in the background.  Be creative.

What are some of the worst examples of images that don’t make sense for a piece that you’ve seen?

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