Background Image by FlameWriter
✩ Introduction
- Content marketing
- underpins all marketing
- connection with audience
✩ Why are images important
- Eye the most important evolutionary tool (arguably)
- Visual cortex dedicated to visual stimuli
- is a language + system – An image tells a 1000 words –
- body and facial language
- Graphic design and visual arts – library – Essentials of Visual Communication
- Storytelling, emotion, aesthetic
- Quick comprehension
✩ Image strategy
- Brand personality – Strategic communications
- Choose imagery that fits your message.
- Storytelling + emotion – strategic communications
✩ Image style guide
- written guide + library
- style – elusive
- quality – Professional vs amateur – camera/lenses/lighting/resolution/
- treatment- grading – filters
- content/subject – who what why
- illustration
✩ Images on websites
- Avoid Carousels, Sliders, Tabs and Accordions
- Use Images to Illustrate Concepts – show how/show context
- Have A Point Of Focus
- Only Use Relevant Images
- Contrast
- Emphasise The Call To Action
- Guide Them with Directional Cues
- Persuasive Factors of Hero Shot Images
✩ People
- Show Real People
- Fake Stock people
- Use faces as visual cues
- Diversity – representation – gender
- Attractiveness Bias – Face-ism Ratio – Baby-Face Bias – Images Of Faces | Women and Mass Media
- upsetting images – animal australia
- Emotions > happy vs green steel
- Dress + characters – fezza’s to the back
- review ngo sites
✩ Legals + Licensing media
- I have no legal qualifications or experience. no legal advise.
- Copyright – permission to use – default to artist – corporate takeover – 75yrs
- Rights Managed – pay again
- Royalty free – pay once + reuse
- Creative commons
- Public domain
- Getting caught/how big/profiting/cease and desist
- Respect artists
- Respect people – models – consent and release forms / legal vs respect
- Repurposing intent
- Respect children
- Respect cultural beliefs + appropriation | Image and identity | Indigenous Copyright | NITV
- Culturejam – how to make trouble and influence people | nswmining vs miningnsw
✩ Sourcing Images
- Content production – how – who – doing – quality – Kings and Queens of Content Strategy
- Stock
✩ Stock photography
- cons – seen before / cheezy / American / repurposed by others / not fitting / fake
- pros – end result / cost / quick / volume
- Sourcing free images
- Sourcing low budget images
- Images reflecting diversity
✩ Image research process
- brief + style guide
- budget
- samples
- shortlist
- select
✩ Directing Image production
- brief + style guide
- budget
- references
- Briefing creatives – strategic communications
✩ Intro to Producing images and video
- Mobile phone production Kit = selfie stick / microphone
- Plus = tripod + phone adaptor / battery pack / usb hub / more phones / battery lighting
- Events – More is more + training helps
- Lighting – dusk/dawn – warm/cool
- Framing – Story – Landscape, lighting, sunglasses, expression, backdrop
- Keep it still / slow – brace yourself
- Resolution – large / small
- Shortlist for library / use
✩ Preparing images for web – minimum
- auto vs manual (psd)
- platform + size – speed
- crop
- resize – find guide to size
- compress once (fb butcher)
- save for web format – gif – animated gif / png / jpg
✩ Preparing images for web –better
- edit
- reduce content
- colour correct
- filter
- less is more / re-editing / degrading
- Lynda – linkedin learning
✩ Image editors
- Photoshop | Lightroom | Connectingup
- Gimp
- Canva | NFP
- $100-$200 editor
- Free image editors
