When it comes to representing your business, you may be happy with the quality of printed text and copy that tells the world who you are and what you do. But no matter how good that copy is, the truth is that there is little competition between columns of text in small black print and a great photographic image.

The very roots of modern marketing and advertising are intrinsically bound up with the photographic image. Back in the year 1921, an author named Frederick Barnard was one of the first to document the fundamental and proven effects of the graphic image as the very basis of advertising. It was he who uttered the now famous phrase “a picture speaks a thousand words”, generally believed to be a re-phrasing of an ancient Chinese proverb stating that ‘one picture is worth ten thousand words’.

A truth that is so fundamental that it’s truth preceded modern marketing by several thousand years has only grown truer in the contemporary world. Overwhelmed with technology, fast paced flows of streaming information and electronic stimuli, modern attentions spans have grown shorter. Much shorter! Longer working hours and the pressures for increased productivity have created an environment with less leisure time and people who are ever more stringent with how they spend their decreasing time. And that means that no matter how well crafted your copywriting and print material may be, it may be facing a huge barrier. Many consumers will give their attention to brochures and advertising materials for a matter of mere seconds before discarding it, only to move on to the next piece of text before – again – submitting it to the trash bin or clicking delete.

And this is why artful and dynamic photography is so critical; like nothing else, it contains the capacity to grab the consumer or potential clients attention and intrigue their curiosity. The powerful photographic image can engage the viewer, making it much more likely that they will want to spend the time necessary to follow through and read your email blast, promotional material, advertisement or company brochure. No matter what other computer technologies or tools lie at their disposal, graphic designers and art directors worldwide rely on the power of original and creative photo image  to carry the weight of their message and make an impact.  And, to create something strong enough to generate lasting interest.

Ted DeCagna has been creating dynamic photographs for 25 years for Construction, Real Estate, Industrial, Transportation and Medical industries including exciting product photography for all type of advertising purposes.

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