Since the mind processes images almost instantly, what catches your eye will most likely catch someone else’s. When searching for visuals to use in your project or ad campaign, keep the following seven rules in mind.

3. Negative Space
There’s something very positive about negative space in an
image. Whether it’s a big clear sky or wide open field, the
empty–or negative–space can simplify your image and
provide a place to make the text and call-to-actions stand out.

5. Rule of Thirds
When composing a picture, having an off-center subject creates
balance and harmony in the image. This may go against the desire
to make a subject the center of attention, but aligning the subject to
the far left, right, top, or bottom of a frame–a third of the way from the
edge–actually draws the eye to it instead of putting it smack in the
middle, forcing the eye there (notice where the focal point–the red
bow-tie–is in the above image). Choose images that follow this rule
of thirds, and you may notice the negative space this could create as
well–a photographic win win!

7. Include People
Everyone loves to be included! Pictures of people make
the image more relatable. Viewers will be more likely to
engage with your digital marketing campaign if there are
people in it because they can identify with the person. It
can be one person on a mountain or a team working
together, but be sure they reflect your target audience’s
demographics so the viewer relates to the picture.

9. Positive Emotion
When using people in your ad, have them show positive
emotion to really boost the likelihood of viewers
engaging. Laughter is contagious and a smile can start
a conversation, so by including these types of emotions
in your images, you can gain the same results.

11. Provide Context
What exactly are you offering? You can use images to
make this very clear in your digital marketing. People
process visuals much faster than text, so by showing
someone enjoying your product or service you can
instantly convey the right message–and a positive
one at that!

13. Complimentary Colors
The image should be visually appealing, and the colors in
the image are key to making this happen. Colors can also
help in creating a mood or deepening an emotion; for
instance, blues are more calming while reds evoke more
passion. Use a color wheel to help choose colors that
naturally go together for a richer aesthetic that could
increase the image value beyond those thousand words.

15. Change it Up
Don’t become a victim of ad fatigue! People get bored after seeing
the same visuals over and over again, so be sure to change them
up to keep viewers interested. By changing colors, context, and
people in your pictures, you will also be A/B testing to see what
works and what doesn’t in your ad campaigns. This can only
improve future ads, and help to draw more people to your business.