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Sunday, April 11, 2010



Vision is the most advanced of our senses. We understand the world through our eyes and images play an exceptional role in human perception-we evolved to make fast decisions based in what we see, determining friend from foe at a glance.

In the modern world we grow looking at sophisticated images created by the entertainment and advertising industries. By the time we leave college we’ve been exposed to millions of these pictures and they become the criteria to cast opinions - in a blink of an eye - about what is good or bad, inferior or excellent. There is no underestimating the power of first impressions.

The photography you use creates an immediate impression as to where your company stands in terms of professionalism, attention to detail and quality control. It also identifies whether you employ inferior standards in return for lower costs!

When determining the price of creating the photography that helps you sell your products or services, step back for a moment and consider the larger picture. Does the image you use reflect the way you want customers to perceive your brand?
In this belt-tightening economy, it’s easy to fall to the temptations of using cheaper alternatives anywhere we can. Cheap stock photography floods the web, technology makes possible to have your own in house studio and employ a staff that will crank out pictures. You may even consider doing it yourself.

But does doing things cheaply have to mean cheapening your brand? It obviously pays to shop around.  You should never over pay for your photography.  At the same time, you want to create a look that’s all your own.  Start with a clear understanding of your brand, the key messages you want to communicate, and your core differentiators.

The next step is to research photography and find something that is representative of your brand.  As images are researched, consider their uniqueness and how closely they reflect your brand attributes what you want to communicate to customers.  This is essential for leaving a long term impression that lasts.

By using the right photography, you can truly elevate your brand and create something that communicates more than a sales letter or promotional piece.  There are some things you don’t want to compromise on – and one of those is the imagery used on a continuous basis.  Be clear and find the right photography to get you there.

Guest post by Mariano Pastor of Via U! Photography

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