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 information in small black print and the 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. Longer working hours and the pressures for increased productivity have created an environment with less leisure and people who are ever more stringent with how they spend their decreasing time. And that means that no matter how well crafted your 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.

And this is why artful and dynamic photography is so critical; like nothing else, it contains the capacity to grab the consumer’s 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 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 imagery to carry the weight of their message. And, to create something strong enough to generate lasting interest.


By: Ted DeCagna


Ted DeCagna Photography… Since 1997 Ted DeCagna has been shooting professional Construction photography, Real Estate photography, Transportation photography, Medical photography, Interior Photography, Product Photography, business portraits, and photography for evidence used in litigation… Winner of more than 25 professional awards… You can connect with Ted on Google+.

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