Titillating musings from the team at Graphica.

February 24, 2014

Be Emotional.

Emotion and Photography.

Look closely at the images below. They are essentially two photos of the same regular piece of foam but one “feels” a little different, doesn’t it? You may find yourself more interested in spending time looking at one vs. the other. One may be more attractive to you overall. This is because in one of the shots, we've added an important element, emotion.

But how does this apply to your corporate communications? Well, a picture is worth a thousand words. That said, appropriate photography is an extremely valuable tool when looking to increase the effectiveness of communication campaigns and materials. One could even go so far as to say that “emotional contagion” (the idea that humans synchronize their personal emotions with the emotions expressed by those around them, whether consciously or unconsciously, and that an emotion conveyed by one person will become “contagious” to others; http://en.wikipedia.org/wiki/Emotional_contagion) could happen simply by looking at a photograph or image. Humans respond to visual cues. Have you ever felt hungry when viewing a food commercial? Take note of how your body feels when reading a magazine, surfing the web or watching television. Tune into your emotions when viewing calm, tranquil images vs. graphic or negative ones. We are emotional beings. Your photography needs to be compelling and convey the emotions you want to convey to your target audiences. Images are powerful. Make sure yours are saying what you want them to.

Craig Terrones

Craig Terrones Principal and Creative Director

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