The saying goes “a picture is worth a thousand words.” Often the more emotionally-charged an image for an ad is, the more successful the campaign is. Especially around the holiday season, people want to feel something and be moved by the media they’re consuming. Appealing to consumers’ pathos in holiday ads can certainly sway their purchase decisions.
Connecting to the customer’s emotions can be the difference between remaining in their minds and being forgotten. This connection can build a strong sense of brand loyalty as well, if done correctly.
Whether you’re having professional holiday photography done, taking some shots yourself, or using and editing stock images to suit your needs, there are some general guidelines that are important to keep in mind. General best practice of any photography used in ad campaigns is to be selective and attentive to detail in the photo selection process.
Make sure everything about the images you’re using fits with your campaign and is cohesive with the rest of your brand voice. If you’re struggling with this, maybe show some top choices to a trusted friend, family member, or colleague who isn’t working on this campaign. They may see something you’ve missed that could lessen its emotional impact or convey the wrong message. You might think a picture looks great while someone from the outside looking in may notice a wide-eyed person in the background.
Remember not to zoom focus in too close on your product or service. While it’s important for your ad to be relevant to your company, sometimes the product has to take a backseat to the emotional scene for it to hit its mark. Some of the best ads that stick with consumers the longest follow storylines where the actual product being advertised is only a minor part of the story.
Think of your favorite ad, the ad that has made you feel the strongest emotion. It’s probably not all centered around the product without independent plotlines. The same may be the case for your photo ads. Around the holidays, family and love are the strongest themes we tend to think of. If your product doesn’t directly relate to those topics, you might have to get a little creative.
Consumers are moved by compelling stories that make them feel something. The emotion doesn’t have to be joy or love, but it should be strong. Curiosity, shared grief, nostalgia. Often we think with our hearts before our brains when it comes to advertising. Using the right images and photography is of utmost importance when trying to pull heartstrings.
Think of how the holidays make you feel and what comes into your mind immediately. Try to capture those moments and feelings in your holiday photography, whether it’s with couples, big families, or pets surrounded by a Christmas tree, snow, or candy canes. The right holiday vibes combined with a good story that creates an emotional connection can take your holiday campaign to the next level.
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