{"id":23828,"date":"2021-01-16T20:07:57","date_gmt":"2021-01-17T00:07:57","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=23828"},"modified":"2021-01-18T01:38:02","modified_gmt":"2021-01-18T05:38:02","slug":"ad-imagery","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/ad-imagery\/","title":{"rendered":"Ad Imagery: 14 Tips for Making The Best Ads"},"content":{"rendered":"\n<p>Why is ad imagery important? How can you create the best ads using ad imagery?<\/p>\n\n\n\n<p>Ad imagery refers to the graphics or photos in an ad. Imagery is often the first thing people connect with in an ad, so it&#8217;s important to make sure you have great ad imagery.<\/p>\n\n\n\n<p>Read more about ad imagery and how to successfully create an ad.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">What is <strong>Ad Imagery<\/strong><\/h2>\n\n\n\n<p>Good ad imagery is more expensive, but it\u2019s worth the investment because it sells more.<\/p>\n\n\n\n<p><strong>Tip #1: Choose a good subject for a photo or image. <\/strong>Ideally, pick something that makes a reader curious or starts a story. If readers have questions about a photo, or the story it starts, they\u2019ll read your ad to find answers. If your product doesn\u2019t suggest a story, make the product itself the central image. Either way, make sure it\u2019s clear what the subject of the photo is.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, an ad for shirt manufacturer Hathaway had the subject wearing an eyepatch, which created story appeal by making the viewer wonder what the story behind it was: <img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/I7TuYMkqwqBoQ4gD4Hbo-0J52dobElc6SOLZ1B1WRyX1VP7KbYQ1eVnZQGaMmJ5MOyyxTHGVz79W1T5Qi0RDBQhCPOp7QRXzjb96zKstyr5Ki4srSoEqx7_NpAqm6JSgGNZzumIH\" width=\"502\" height=\"669\">[image] oglivy-hathaway.png<\/li><\/ul>\n\n\n\n<p><strong>Tip #2: Focus the image on one person.<\/strong> People are more interested in close-ups than in crowd scenes. This is a good rule for ad imagery. <\/p>\n\n\n\n<p><strong>Tip #3: Use before-and-after photos.<\/strong> When Gallup studied 70 campaigns that used these types of photos, all of them increased sales.<\/p>\n\n\n\n<p><strong>Tip #4: Use photos instead of drawings.<\/strong> Photos are more credible, easier to remember, and increase readership. There are two exceptions:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>If you\u2019re advertising in a newspaper with low-quality printing, you might try a line drawing instead.<\/li><li>If something is impossible to photograph (like a cross-section of a product), use drawings if the image is crucial.<\/li><\/ul>\n\n\n\n<p><strong>Tip #5: Use photos of well-known characters from your TV ads.<\/strong> This will help people remember your print ads.<\/p>\n\n\n\n<p><strong>Tip #6: Don\u2019t enlarge human faces.<\/strong> Readers find this creepy.<\/p>\n\n\n\n<p><strong>Tip #7: Don\u2019t use historical subjects.<\/strong> Most readers find them boring.<\/p>\n\n\n\n<p><strong>Tip #8: Don\u2019t assume everyone shares <a href=\"https:\/\/www.shortform.com\/blog\/what-are-you-curious-about\/\">your interests<\/a>.<\/strong> Your own experiences will make you think things are interesting that other people couldn\u2019t care less about.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, because Ogilvy was a chef, he thought everyone was interested in chefs, so he included them in an ad. It turned out that his target audience, homemakers, wasn\u2019t interested in chefs.<\/li><\/ul>\n\n\n\n<p><strong>Tip #9: For consumers, use universally loved images<\/strong>, such as images of cute babies or animals, or sexy images (but don\u2019t be gratuitous).<strong> <\/strong><strong><em>Don\u2019t <\/em><\/strong><strong>do this in business advertising<\/strong>\u2014you don\u2019t have to catch people\u2019s attention in business advertising because they intentionally look at ads. While a business product may seem boring to a copywriter, it might be interesting to a company because it\u2019s exactly what they need to solve their problem.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, chemical company Hercules ineffectively used a photo of women dancing, when it should have focused on the copolymers it advertised:<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/YDFWpLeRnZx_Xm0xxNlEmYUxnPh34u3uVJv2YZ_dnQzwUDa7CxnMiAvEr9Sds0RvMbxhC0D2gsD_eoHk16Uz9Hqs2ceGBV7cYCm1l3XjLrRXw_5U7ePq09OKA6sc0MVc9-TmCaI6\" width=\"531\" height=\"364\">[image] ogilvy-hercules.png<\/li><\/ul>\n\n\n\n<p><strong>Tip #10: Be culturally sensitive.<\/strong> Choose images that are appropriate for the target audience\u2019s sensibilities. For example, few Parisians are offended by images of half-naked women, but a subway ad of a topless woman probably wouldn\u2019t go over well in South Dakota.<\/p>\n\n\n\n<p><strong>Tip #11: Use images of the people who resemble your target audience. <\/strong>This will make people of that audience pay more attention because the person in the ad is relatable.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, if your product is aimed at men, use an image of a man.<\/li><\/ul>\n\n\n\n<p><strong>Tip #12: *Print in color.<\/strong> In consumer publications, printing in color is half again more expensive than black and white, but 100% more memorable. In business publications, color is only a third again more expensive and doubles your readership.<\/p>\n\n\n\n<p><strong>Tip #13:<\/strong> If the client doesn\u2019t like your ad, first, try enlarging their logo. Next, use an image of their workplace. <strong>Only as a last resort use a photo of the client.<\/strong><\/p>\n\n\n\n<p><strong>Tip #14: When using images of food, show the final dish, not the ingredients.<\/strong> More people will read the ad if the photo is of the finished product.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why is ad imagery important? How can you create the best ads using ad imagery? Ad imagery refers to the graphics or photos in an ad. Imagery is often the first thing people connect with in an ad, so it&#8217;s important to make sure you have great ad imagery. Read more about ad imagery and how to successfully create an ad.<\/p>\n","protected":false},"author":5,"featured_media":23838,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,104,103],"tags":[189],"class_list":["post-23828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-marketing","category-sales","tag-ogilvy-on-advertising","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ad Imagery: 14 Tips for Making The Best Ads - Shortform Books<\/title>\n<meta name=\"description\" content=\"Why is ad imagery so important? Graphics are often the first thing people see in an ad. 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Here&#039;s how you make the most of a first impression.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/ad-imagery\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-17T00:07:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-18T05:38:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/01\/imagery-photo-photoboard-fashion-cork-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Carrie Cabral\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carrie Cabral\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/ad-imagery\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/ad-imagery\/\"},\"author\":{\"name\":\"Carrie Cabral\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/2ababb7c63a94ff5d2190f71dc417d56\"},\"headline\":\"Ad Imagery: 14 Tips for Making The Best Ads\",\"datePublished\":\"2021-01-17T00:07:57+00:00\",\"dateModified\":\"2021-01-18T05:38:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/ad-imagery\/\"},\"wordCount\":677,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/ad-imagery\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/01\/imagery-photo-photoboard-fashion-cork-scaled.jpg\",\"keywords\":[\"Ogilvy on Advertising\"],\"articleSection\":[\"Communication\",\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/ad-imagery\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/ad-imagery\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/ad-imagery\/\",\"name\":\"Ad Imagery: 14 Tips for Making The Best Ads - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/ad-imagery\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/ad-imagery\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/01\/imagery-photo-photoboard-fashion-cork-scaled.jpg\",\"datePublished\":\"2021-01-17T00:07:57+00:00\",\"dateModified\":\"2021-01-18T05:38:02+00:00\",\"description\":\"Why is ad imagery so important? 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