Studies have shown that in any printed piece — from advertisements to news articles — people look at the pictures first. But, regardless of the old saying, a picture really isn’t worth a thousand words. It could, however, be worth a thousand dollars in the impact it has on your marketing budget. Used wisely, graphics grab attention and send an instant, memorable message to readers.
Graphics to catch the eye:
Because graphics are so immediate, they’re a great way to attract attention. When looking through your clip art file for an eye-catching graphic, look for something big, simple and bold. Color need not play a role in your final decision. Black and white or even grayscale graphics can be extremely effective and will save production money as well.
In a print ad, it’s important to tie the graphic visually to the headline you plan to use. The graphic and headline will be the keys to having your message read once they have caught the attention of the reader. For example, you may choose a negative headline to attract the reader’s interest such as “Stop! Read This Before Buying a House.” Replacing the first headline word with the highly recognizable octagon traffic sign is not only eye-catching, but automatically pulls the reader into the text.
A graphic that isn’t instantly recognizable can also capture a reader’s imagination. Our minds want things to be clear, so when we see something we don’t quite understand we stop for a second to figure it out. When fighting for a reader’s attention in an ad-filled publication, a second is all you need.
For instance, spreading several different silhouettes of houses on two or three streets in a corner of your ad to go with a headline of “Location!” can cause the reader to stop for a second to decipher what’s happening. That second may be just enough to interest them in the text that goes with the graphic and headline.
Graphics to illustrate
a point:
One of the biggest mistakes you can make with graphics is to use them indiscriminately. Perhaps you’ve seen newsletters that have pictures of teddy bears just because they’re cute. Or perhaps you’ve viewed a haphazard scattering of clip art that has no relation to the headline or text. Random graphics distract your readers and detract from your message.
Carefully chosen graphics add impact to the idea your text conveys. For example, say you’re doing a postcard with an objective of having the recipient call you for specific information on a new listing. Obviously, unless you’re selling teddy bears, you’re probably not going to want pictures of them. But, you could use a picture of a telephone. And you could choose a headline such as “Call Now!”
A single, large phone — perhaps so big that a portion of it bleeds right off the edge of the card — will certainly grab the attention you’re seeking. The telephone also illustrates your headline and provides a hint of the action you hope the reader will take.
Graphics to replace
part of a word:
Graphics don’t have to be relegated to boxes by themselves with text around them. In fact, they can be very powerful when used to replace a letter in a headline. The only trick is to make sure that the graphic has a shape similar to the letter it is replacing.
For example, in the word “HOMES” you might consider replacing the “M” with two connecting silhouettes of houses. The rooftops will form the suggestion of the missing letter. The effect has to be simple and instantly understandable to work, so choosing a font that complements the graphic is important. When done correctly, people see the picture but actually read the letter. This is a fast and fun way to make your newsletter’s nameplate or headline special. It also goes a long way toward the memorability factor - for the illustrated word and for you.
So, the next time you reach for a graphic, make sure it catches the eye, illustrates a point or replaces a headline letter. You’ll be adding impact to your marketing tools as well as to your bottom line.