Making Digital Images Work For You

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MAKE DIGITAL IMAGES WORK FOR YOU:Get proven, best practices for acquiring, selecting, and managing digital images

Now not everyone here has glasses, but for those of you who do, you know the most fun part of going to the optometrist is when you sit in front of the goofy lens machine and he or she says: which is better…this one…or this one…I thought we could do the same thing…only with photos.So…which is better?

This one?Kevin McNealhttp://kevinmcneal.wordpress.com/

Or this one?Onechange.com

Not even close, was it? The right photo confirms that what you are selling is realPictures trigger emotions – they compel actionsPictures that illustrate benefits increase convTransference – “it could be ME”ersions

We will not get into the “subjective” vs “objective” debate of beauty today, but we WILL tell you what people are SHOWN to respond to in psychometric and usability studies. But it all starts with your goals and marketing plans. A pretty photo is just that…a pretty photo. How does it play into your marketing objectives?Impactful – don’t use wimpy images.Uncluttered – don’t be greedy. Show restraintAppropriately sized – think about your audience – don’t place HUGE images online. Optimize for webElicits desired emotional impact

Marketing goal: get people out and shooting photosDesign is cleanReinforces Arizona’s brand of openness, and beauty, and nature

Too clutteredToo smallToo much!

I start here, but in most cases, it’s the least desirable option. Yes, we all have nifty digital cameras. However, there is a significant difference between a good quality amateur photo, and a superb professional photo. That’s not to say you can’t do it. Just be sober and critical about your abilities, and/or your own collection of photos.If it is a passion, however, thenBe excellentGood cameraGet objective opinions…

Enormous variety here. However, you risk your competitors using the same photos (wouldn’t worry too much about it however).Look around, and determine a budget. You can get photos from $5 to $500. Be sure to check the usage limitations.

What is your goal?What is your marketing and communication plan and goals?Put yourself in your customer’s shoes – what will get them to take action?Don’t use it just because you like it – get confirmation

Look forQualityGood proportionsRelevanceSubject is immediately recognizableIn focusWell-litVivid color

QualityWell-proportionedRelevanceSubject is immediately recognizableIn focusWell-litVivid color

Mesh with your overall brandingCrop as neededSize mattersOptimize for download and/or printingDon’t use too many

BrandingQualityWell-proportionedRelevanceSubject is immediately recognizableIn focusWell-litVivid color

Managing photos is very personal. No one way. However, there are some things to think about….Think 1-2 years from nowStorageSearchabilityDo you LIKE managing photos?How do you think?FoldersTagsGalleriesDo you use a Mac, or Windows, or Web?

MAKE DIGITAL IMAGES WORK FOR YOU:Get proven, best practices for acquiring, selecting, and managing digital images

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Making Digital Images Work For You - Presentation Transcript

Make Digital Images Work For You
Olympic Peninsula Tourism Summit
October 14, 2009
Keven Elliff
Windridge Solutions
www.kevenelliff.com
keven@kevenelliff.com
Let’s take a trip to the Optometrist
Which is better?
Great Images Make a Great Deal of Difference
The right photo confirms that what you are selling is real
Photos trigger emotions
Photos that illustrate benefits increase conversions
Transference – “it could be ME”
What is a Great Photo?
Consistent with your marketing objectives
Impactful
Uncluttered
Appropriately sized
Elicits desired emotional impact
Example: Arizona Highways
Example: Windsor, Ontario
How Do You Acquire Great Photos?
Take them yourself
Be excellent
Good camera
Get objective opinions
How Do You Acquire Great Photos?
Buy them stock
Istockphoto.com
Shutterstock.com
Bigstockphoto.com
Fotosearch.com
How Do You Acquire Great Photos?
Hire it out
You can art-direct
Get exactly what you want
Develop a good long-term relationship
Be demanding
How Do You Acquire Great Photos?
Use the web
Make sure you have appropriate usage rights
flickr.com
Advanced Search
Creative Commons License
images.google.com
Advanced Search
How Do You Select Great Photos?
What is your goal?
Put yourself in your customer’s shoes
Don’t use it just because you like it – get confirmation
How Do You Select Great Photos?
Look for
Quality
Good proportions
Relevance
Subject is immediately recognizable
In focus
Well-lit
Vivid color
How Should I Use Great Photos?
Mesh with your overall branding
Crop as needed
Size matters
Optimize for download and/or printing
Don’t use too many
How Do I Manage My Photos?
Think 1, 3, 5, 10 years from now
Storage
Searchability
Do you LIKE managing photos?
How do you think?
Folders
Tags
Galleries/Albums
Do you use a Mac, or Windows, or Web?
How Do I Manage My Photos?
Mac
Lightroom
iPhoto
Folders with Finder
Web solutions
How Do I Manage My Photos?
Windows
Lightroom
Windows Photo Gallery (vista)
Windows Live Essentials (xp)
Folders with Windows Explorer
Web Solutions
How Do I Manage My Photos?
Web solutions
Picasa (integrates locally)
Flickr
Back Up. Again. And Again.
External harddrive
Online-backup
Jungledisk
Mozy
Make Digital Images Work For You
Olympic Peninsula Tourism Summit
October 14, 2009
Keven Elliff
Windridge Solutions
www.kevenelliff.com
keven@kevenelliff.com