In last week's edition, I wrote about matching your style to the industry niche in which you operate. We continue the theme this week with a discussion of how to match imagery to attract the clients you desire.
All images have meaning, and they mean different things to different people. A photograph of a luxury car has a different meaning than does one of an economy model. Though both cars, the intrinsic messages are different.
The same is true for video clips and even the written word. You can call your pet a pussycat, or you can call it your "house lion." Though logically, both refer to the same animal, there's a difference in meaning. You'd expect the "house lion" to be a hunter on the prowl, wouldn't you? Not so much for a pussycat.
When creating videos or print ads, imagery must be carefully chosen to match the audience's mind set. 
I was recently discussing plans for a new series of videos with one of my clients. We talked about imagery and how to appeal to the clientele he wanted to attract. We knew that people attending the local community college would have less need for his college planning service than those who would attend an expensive private university. Once we made that determination, choice of images to use in his video was easy -- we needed shots of kids graduating from Ivy League schools. Shots of middle class families were important as well. The idea was to include footage that his target clientele would relate to. Take a look at the two photos of industrial sites on the left. Though both depict factories on a lake, the intrinsic meanings of the images are vastly different. Which factory would you rather live near? Why?
So when you're developing your next project, remember to match the imagery to your target market.
Brown Cow Studios of Boston specializes in producing high-quality
targeted audio and video content.
To learn how we can help your business be more successful,
get in touch with Fred Pagano at (617) 230-4019.
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