Context is King
We all know the phrase, “A photo is worth a thousand words”, but out of context, a photograph (and video footage for that matter), may not be that effective at conveying what we’re trying to say.
Context is critically important in photography and videography as it helps visually convey the who, the what, and sometimes the when of what we want to communicate to our audience. Ideally, these components are conveyed without having to add a long disclaimer or explanation for each of your visuals.
The wrong context, or lack thereof, can significantly undermine even the best marketing efforts.
Visuals should support and add to your marketing narrative, not distract. Audience perception can be, and will be, shaped by the context provided in your visuals.
Examples of Context
Take a look at the follow two images captured during the mezcal production process. The client wanted to show the process of how their mezcal is made. The image on the left shows agave plants before the production process starts, and while it is a pretty image to look at, doesn’t tell much of a story on its own. The image on the right shows movement, progress and has more interest.
Capturing effective visuals requires concentration, discipline, sensitivity, and often, the ability to work intuitively and quickly.
It’s important to know what you want to convey through your visuals before you get started.
Having a strategy and plan will ensure that what is being captured is better aligned with your intended outcome. Is your goal to show the manufacturing process of a product? To sell a product? To raise awareness and generate excitement? All of these goals are unique, and more often than not, require a different approach to creating photos and filming video.
The following images were captured at a grand opening event—You see people, it’s clear who the client is, and overall, it looks like a celebratory occasion.
A couple more from the same event show crowds of people—it was well attended! Don’t rely on solely on messaging to say “it was a packed event”. Use imagery to show the crowds or a packed parking lot to convey that part of your story.
Importance of Context for SEO
With the help of AI technology, search engines are becoming increasingly better at detecting content and seeing context in photos and video online. Do you want your website and business to trend well online and in search results? Now, more than ever, publishing accurate and helpful visuals is paramount to your success online.
Summary
Be mindful of the context in your visuals. Avoid adding visuals just for the sake of including a visual.
The background and surroundings play an important role in providing context in the “story” that you are wanting to convey.
Zoom out or take a step back to show more—images can often be cropped later if needed.
Effective marketing images tell the whole story in one frame.
