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Making Digital Images Work For You

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Learn proven, best practices for acquiring, selecting, and managing digital images.

Learn proven, best practices for acquiring, selecting, and managing digital images.

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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
  • Transcript

    • 1. Make Digital Images Work For You
      Olympic Peninsula Tourism Summit
      October 14, 2009
      Keven Elliff
      Windridge Solutions
      www.kevenelliff.com
      keven@kevenelliff.com
    • 2. Let’s take a trip to the Optometrist
      Which is better?
    • 3.
    • 4.
    • 5. 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”
    • 6. What is a Great Photo?
      Consistent with your marketing objectives
      Impactful
      Uncluttered
      Appropriately sized
      Elicits desired emotional impact
    • 7. Example: Arizona Highways
    • 8. Example: Windsor, Ontario
    • 9. How Do You Acquire Great Photos?
      Take them yourself
      Be excellent
      Good camera
      Get objective opinions
    • 10. How Do You Acquire Great Photos?
      Buy them stock
      Istockphoto.com
      Shutterstock.com
      Bigstockphoto.com
      Fotosearch.com
    • 11. 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
    • 12. 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
    • 13. 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
    • 14. How Do You Select Great Photos?
      Look for
      Quality
      Good proportions
      Relevance
      Subject is immediately recognizable
      In focus
      Well-lit
      Vivid color
    • 15.
    • 16. 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
    • 17.
    • 18. 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?
    • 19. How Do I Manage My Photos?
      Mac
      Lightroom
      iPhoto
      Folders with Finder
      Web solutions
    • 20. How Do I Manage My Photos?
      Windows
      Lightroom
      Windows Photo Gallery (vista)
      Windows Live Essentials (xp)
      Folders with Windows Explorer
      Web Solutions
    • 21. How Do I Manage My Photos?
      Web solutions
      Picasa (integrates locally)
      Flickr
    • 22.
    • 23.
    • 24. Back Up. Again. And Again.
      External harddrive
      Online-backup
      Jungledisk
      Mozy
    • 25. Make Digital Images Work For You
      Olympic Peninsula Tourism Summit
      October 14, 2009
      Keven Elliff
      Windridge Solutions
      www.kevenelliff.com
      keven@kevenelliff.com